Free Marketing Articles
Quinntessential regularly writes a range
of free articles to assist recruitment agencies through the marketing maze.
Please feel free to browse them below:
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 Tip of the Month:
The Harvard Business Review has shown that if you give good service
and then immediately take the opportunity of asking for a referral, more than
50% of people will recommend you to other prospects. A very impressive figure
compared to the 5% of referrals it is estimated you receive when give good service
but do not ask for a referral.
- Brought
to you by PeoplePulse - our online customer feedback tool.
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Did You Know?
....
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80% of businesses feel they deliver a "superior experience"
to customers. Yet according to customers only 8% of companies deliver a
superior experience.' - Bain & Company survey
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A
typical consumer switched businesses they dealt with twice in the past three years
due to "bad service." - Coldwell Banker study
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Repeat customers spend 33% more than new customers - About.com
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26. Online Candidate Marketing - Beyond Mainstream Job Boards
Introduction: Beyond SEEK.com.au, where else do candidates
(the good ones!) visit online? And more importantly, how can I capture their interest?
Over the last two years the frequency at which I have been asked this question has
increased ...
 Read full
article - Online Candidate Marketing.
25. Practical Ideas to Build Your Brand
Introduction: The key
to branding success is to stand for something relevant, valuable and unique to
your target market. The trouble is, in a cluttered marketplace with over 3,000
competing recruitment agencies, the task of standing out from the crowd can be
a daunting prospect...
Read full article - Practial
Ideas To Build Your Brand
24.
Why Recruiters are Worth What They Charge
Introduction: "When
I need a heart by-pass, rest assured that I won't select my surgeon on the basis
of what he charges."
That's what an ailing executive recently opined
when he was informed by his doctor about his arterial blockage problems.
Why then are corporate executives so tight-fisted when dealing with what is so commonly
thought of as the "heartbeat" of their companies . . . top-talent?
Read
full article - Why Recruiters are Worth What They Charge
23. A Smart Way To Gain Candidate
Referrals
Introduction: As all successfulexecutives know,
new business leads gained through referrals is good business to chase! Indeed
customer loyalty guru, Frederick F Reicheld, wrote in his influential book 'The
Loyalty Effect' that closing rates for referral prospects are significantly higher
than closing rates for 'walk-in' customers who have no prior knowledge of your
organisation ...
Read
full article - A Smart Way To Gain Candidate
Referrals
22. Customer
Feedback - The Customer Complaint Iceberg
Introduction: Stop!
Before you dismiss last week's customer complaint as unimportant, consider this:
research by US firm TARP shows that for every 26 unhappy customers, only one will
lodge a formal complaint with Management. The real concern, however, comes from
the finding that an average of 1,560 people will hear about at least one of these
unhappy customers' experiences.
Read full article regarding - customer feedback.
21. Recruitment Database
Systems - The Players
Introduction: During the course of
my marketing consulting work I am occasionally asked by clients who the major
recruitment system vendors are in the Australian and New Zealand market. So, to
help you in your endeavors to research your new recruitment system I have compiled
the following list and vendor website links...
Read full - recruitment database systems directory
20. Measuring Recruitment Marketing Success - Part Two
Introduction: In the first article of this series, we discussed why you should measure the results of your marketing efforts and what information you should be looking to measure. In the second and final article
in this series, we discuss how you should go about implementing an effective
marketing measurement system.
Read full article - Measuring Recruitment Marketing Success
19. Publicity … How To Get
Your Press Release Published - Part Two
Introduction: Following
on from the first article in our PR series, this
article explains the "do's and don'ts" of media release writing. If
you want to increase the chances that your media release will be published, this
article is for you.
Read full article - How To Get Your Press Release Published
18. Optimising Tradeshow Success
Introduction: Use the 11 tips contained in this article to get more value from your next tradeshow
appearance.
Read full article - Optimising Tradeshow Success
17. Measuring Recruitment Marketing
Success
Introduction: One of the biggest failings in the marketing
efforts of recruitment agencies is that most neglect to accurately measure the
results of their marketing activities. The reason for this failure varies. Some
agencies aren't sure how or what to measure, some believe they don't have the
resources or know-how to measure, and others appear to believe that recruitment
marketing activities can't be measured.
Read full article - Measuring Recruitment Marketing Success
16. Publicity … How To Tickle
The Media's Fancy
Introduction: "Today's brands are born
with publicity, not advertising. A closer look at the history of many major brands
shows this to be true. In fact an astonishing number of brands, including the
Body Shop, Starbucks, Wal-Mart, Beanie Babies, Oracle and Yahoo!, have been built
with virtually no advertising." - - Al Ries, 'The Fall of Advertising
and the Rise of PR'.
Read full article - Publicity … How To Tickle
The Media's Fancy
15. Book Review - Simplicity Marketing
- End Brand Complexity, Clutter, and Confusion.
Introduction: "…. in the most developed economies of the twenty-first century,
the next generation of positioning success will belong to those brands that relieve
customer stress. That means simplifying customers' lives or business in ways that
are inextricably tied to brand and product positioning. It means becoming the
customer's partner in stress release." - - Page 2, Simplicity Marketing
Read full article - Simplicity Marketing End Brand Complexity Clutter and Confusion
14. Customer
Feedback Series - Customer Intimacy Yields Better Marketing Results
Introduction: You probably know a vast amount about your customer base already but there may
be a lot more valuable information about your customers sitting right under your
nose. In this article we discuss where to find it and how you can use it to fine
tune your marketing campaigns.
Read full Customer
Feedback article
13. Recruitment Websites, Part Three
- Build it … and they DON'T Come!
Introduction: In the final
article of this three part series about recruitment agency website mistakes, we
examine the biggest website promotion mistakes and discuss effective site promotion
strategies that won't 'break the bank'.
Read full article - Recruitment Websites Part Three
12. The A-to-Z of Client Gift Ideas
Introduction: Stuck for inspiration on what to buy your client this Christmas? We've compiled
an A-to-Z list of client gift ideas to suit a range of tastes and budgets.
Read full article - The A to Z of Client Gift Ideas
11. Recruitment Branding 101
Introduction: Russel Hanlin, CEO of Sunkist, once commented "An orange is an orange is
an orange … unless that orange happens to be a Sunkist, a name that 80% of
consumers know and trust". How many Australian recruitment agencies can lay
claim to owning a strong brand that is recognised, trusted and differentiated
from competitors? The answer is very few ...
Read full article - Recruitment Branding 101
10. Flying By The Seat Of Your Pants?
The Case For Developing A Marketing Plan
Introduction: Does this
sound familiar? There's growing pressure to reduce costs and the large pool of
money attributed to the marketing and advertising budget looks an inviting target
for some 'selective pruning'. After all, who can really tell what last year's
spend resulted in anyway? ...
Read full article - Flying By The Seat Of Your Pants The Case For Developing A Marketing Plan
9. Recruitment Websites - The 'Must
Have' Functionality That Many Don't
Introduction: If your site
isn't able to perform the most essential of job seeker functions, chances are
it will be overlooked in favour of your competitors' sites that do. The good news
is that offering 'must have' functionality doesn't have to be expensive ...
Read full Article - Recruitment Websites The Must Have Functionality That Many Don't
8. No More Pens, Please!
Introduction: Consider the impression you leave with a client who spends $130,000 a year
with you by handing them a bulk purchased $1.50 pen to thank them for their business.
Insulted? With good cause.
Read
full article - No More Pens, Please!
7. Dancing the Tagline Tango
Introduction: A powerful brand is made up of much more than just your name and logo; your tagline
plays an important role too. A tagline consists of a few short words that communicate
to your audience what your company does and how you're different from competitors.
Read
full article - Dancing the Tagline Tango
6. Recruitment Websites - How to Keep
Your Content from Crashing
Introduction: In part one of this
three part series about the most common recruitment agency website mistakes, we
take a look at some of the problems that can occur with website content and we
provide a number of practical measures you can take to avoid them.
Read
full article - Recruitment Websites - How to Keep
Your Content from Crashing
5. Client Newsletters - You've Sown
the Seeds … Now Reap the Rewards!
Introduction: Research by Harvard Business School shows that the probability of selling services
to a prospective customer is 1 in 16, while the probability of selling services
to a current customer is 1 in 2. Yet, despite statistics such as this, many agencies
continue to spend a disproportionate amount of time on new business development,
sometimes at the expense of servicing existing clients.
Read
full article - Client Newsletters - You've Sown
the Seeds … Now Reap the Rewards!
4. Practical Ideas For Improving Your
Recruitment Web Site
Introduction: Listed below
are seven ideas to help attract more people to your agency's web site, build candidate
loyalty to your brand, increase job application rates, and generally help to improve
the user's online experience...
Read full article - Practical Ideas For Improving Your
Recruitment Web Site
3. Three Tips For Writing Better Online Job Ads
Introduction: Writing a job advert to appear in print media and an advert to appear on an Internet
job board are quite different propositions. Yet all too often, consultants cut
and paste their print ads to appear online and then complain about the high number
of low quality responses they receive online. Here are three tips taken from Quinntessential's
'Optimising Online Recruitment Advertising' workshop to help consultants improve
the quality of online ad response:
Read
full article - Three Tips For Writing Better Online Job Ads
2. Seven Tactics To Help Keep Your Brand Top Of
Mind
Introduction: Knowing your point of difference is one thing,
however effectively promoting it to your target market is just as crucial. The
following tactics can be used to help keep your recruitment brand at the forefront
of your clients and candidates' minds …
Read
full article - Seven Tactics To Help Keep Your Brand Top Of
Mind
1. The Case For Investing In Your Recruitment
Brand
Introduction: Want to attract more clients
and candidates to your agency? Then start focusing on building your brand. Your
recruitment brand has a powerful influence over the decision making process of
both your clients and candidates. In effect, your brand acts to "pre sell"
your products and services to your target market …..
Read
full article - The Case For Investing In Your Recruitment
Brand
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