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How to be a recruitment company in the Sunday Times Top 100

Written by David Johnston "DJ" on 15 Sep 17
How to be a recruitment company in the Sunday Times Top 100
There’s no better indicator of whether or not your business is doing well, and making waves, than being listed in the Sunday Times Fast Track 100. 

Recruitment companies
are no different: being savvy in the way you target, developing an excellent user experience and making it easy for candidates to apply for jobs all pay dividends in a very competitive job market, and this year has seen eight recruitment companies listed. With job openings have increased to 6 million over the course of 2017 alone, there’s no signs of this slowing down any time soon, either, so now’s the perfect time to start investing time and effort into your recruitment website.

What is the Sunday Times Fast Track 100?

The Sunday Times Fast Track 100 league table ranks Britain's 100 private companies with the fastest-growing sales over their latest three years. A typical Fast Track company is owned and run by entrepreneurs, contains between twenty and five hundred staff, and has an average three year sales growth which can range between 50 and 300% pa. If that’s not enough, it should also have a yearly sales rate of between £5million and £100million; many of these companies also have venture capital backing, further increasing their influence and visibility in the industry.

There are three ways improve your chances of being considered   
1. Generate More Jobs

How are you going to get your business onto any Preferred Supplier Lists? How are you going to get people to pick up the phone to you? To become more visible, more popular, and more used, you need both companies and customers to trust that you can do what you claim. You need recognition. For that, you need a brand.  

Building a brand doesn’t happen overnight, but it does require effort and investment. Recruitment firms like Fircroft and Orion in the oil and gas space have built heritage brands through the excellent service they have provided for many long years, and the reputation they have amongst other businesses. 

By contrast, disruptive brands like Spencer Ogden have come into a traditional space to shake things up. Upstarts like this were start-ups a few years ago and now have several international offices and are growing at quite some pace because they offer something different to their predecessors. Their brand is built on being new, fresh and innovative. Which one do you want to be?

Build your brand

To build your brand within your chosen industry, in-bound marketing is essential. As companies put up more barriers to sales people and recruiters struggle to get through to line managers, decision makers and HR departments, it becomes more important that marketing activities engage with these audiences in order to bring on new jobs.  

Recruiters need to think about employing pay per click campaigns and media spots (such as banner advertising) on social networking sites, trade publications and job boards. The name of the game is to get noticed! There’s no better way to do so than to get in front of your potential clients.  

You should also invest some time in a more low-cost way of making yourself more visible online: SEO, or Search Engine Optimisation. Despite the popularly-held opinion that hiring managers never use Google to find recruitment agencies, we’ve seen more and more business won through this channel. It’s also an excellent way to up your traffic amongst customers: by creating relevant, fresh content, using social media, and using reliable links within your posts and website, you’ll show higher in Google’s search rankings and up your chances of being clicked on.

Indeed, content marketing isn’t only good for SEO: it also generates interest in what you do, and helps to prove your expertise and authority over your chosen subject matter. This content can be anything from blogs, news pieces, white papers and surveys to videos or podcasts: if they are well put together, relevant and intelligently distributed they can be incredibly effective (as shown by yours truly).

2. Generate More CVs

The best way to generate more CVs outside of job board advertising and buying CV databases is to start ranking well in search engines for job roles within the markets you recruit for. Given that 30% of all searches made through Google are job-related, it quickly becomes clear how massive a potential market that is: if you get yourself up in the search results then you are going to get people applying to your jobs.

If you have a database of candidates, then you need to milk it. Many businesses don’t fully tap into the potential of candidate databases; indeed, the likelihood is that you haven’t spoken to or contacted the vast majority of your candidates in a long time. Get back in touch. Email marketing gets a bad rap – mainly because so many people do it appallingly. Don’t fall into that trap. Do your research, and if you do it well then it can be incredibly effective.
Referral schemes and incentives are another way to get more candidates coming to you, but beware: if you are going to run a referral scheme for recruitment, then please don’t cut costs. A £20 book voucher won’t get people interested. Savvy candidates know how much they are potentially worth if placed, so pay them something respectable- for instance, some exciting software for high-level placements.

Build a network on a social media site that allows you to keep in regular contact with your audience throughout both the passive and active stages of their career.  Keep them engaged and you can use the same types of content marketing and brand building, as mentioned before, to help deliver returning candidates.

3. Hire More Staff

How do you want to persuade people you are the business they want to work for? It’s all about employer branding- for more information, check out our webinar with npower on how they revolutionised theirs below- and it’s all about connecting with your potential candidates.

 Video is a great tool to convey the message to prospective employees, as are pictures of life in the office, or work perks. If you’ve got it, flaunt it! Show people why you’re better than your competitors. If your prospective employees are on Twitter or Facebook (and these days, who isn’t?) then consider using your social media pages to get your brand across. 

Don’t make it all about your jobs, though; get looking online. Experienced recruiters are bound to be on LinkedIn, and with 6.5 million job openings on the site this is the perfect place to advertise your roles. Keep posting them on Twitter, and Facebook: chances are they’re more likely to be seen there, especially by passive candidates, than on any job boards!

Which recruiters are currently in the Sunday Times Fast Track 100?

Here are the eight recruitment agencies who are on the Fast Track 100 this year:
(Position in the Fast 100, company name and annual sales growth)

    11     Globe Locums – 140% 
    25     Day Webster – 89.6%
    59     Readie Construction - 63.28%
    60     Opus Professional Services Group – 62.27%
    62     Your World Recruitment Group - 61.79% 
    72     Prospero Group – 58.36%
    86     Service Care Solutions – 54.64%
    99     Engage Partners – 49.66%

Nominations are already open for next year, so have a look at Fast Track’s website if you want to put somebody forward! 

Do you want to be a master recruiter? If this article piqued your interest, have a look at our Recruitment Marketing Playbook for Recruitment Agencies below, or pick up the phone and talk recruitment with us.

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