Sales and Marketing
In analyzing the appropriate application of sales efforts and marketing funds, it is important to recognize the unique structure of the business. In fact, the vast majority of employment agency fees are paid by the companies acquiring the employees. Therefore, the job listing business is the actual client, although the importance of the applicant in the process is self evident.
In fact, while developing a strong base of corporate clients is difficult, the process of finding qualified applicants on a continual basis is even more challenging. This is especially true in a low unemployment environment as was the case through most of the 1990’s and early 2000’s.
The general rule is that sales efforts should be primarily directed towards acquiring business clients, while marketing initiatives are targeted towards attracting job seekers. There are numerous venues for developing business clients including cold calls from want ads or online job listings. Developing productive relationships with Human Resources is vital to advancing the process and obtaining listings for the agency. The typical approach is the presentation of a qualified applicant to an HR department with a job requirement and expanding the conversation from there.
To attract applicants, the agency must provide a professional looking website and strive to gain a favorable placement in the search engines. Booths at career fairs are also an effective tool for meeting potential job seekers. Brochures and media advertisements, breakfast club memberships and high profile networking all can be effective methods of cultivating the talent necessary to establish credibility and repeat listings from clients.