Recruitment Marketing: Your Daily Client Marketing on LinkedIn

As we move towards the last quarter of the year and have that goal of ending the year strong, our minds turn to lead generation. We all want to end one year and start the next with a string pipeline. I was looking at some data from Neil Carberry at Rec the other day about how jobs and clients have gone up and down phenomenally over the last two or three years. We bounced out of COVID, and then the last few months, and I think particularly in 2023, it’s been more of a challenge for people to bring on board clients. That’s why ensuring you have a committed and regular outreach strategy on LinkedIn for your clients is always good. Let’s talk about your daily practice on LinkedIn and what will work for you. I’m not going to talk about sourcing and reaching out to candidates, though this is the same process you can use. Our focus today is client acquisition. We have developed our process for this, called the three R process. The first part of the process is responding, the second is reaching out, and the third is resharing value. I’m going to go into each of these in turn. We have our KPIs, Sharon and I, for what we do on LinkedIn because we know when we first started in business, we’d forgotten that you need to do a bit more lead generation than you ever thought you would need. We implement several strategies consistently now, and it helps to fill our pipeline. LinkedIn Lead Generation: Responding Let’s talk about the first R, which is responding. Now, there’s a clue as to why we’re called Superfast, and it’s been the bane of my life. I’m just one of these people that I love to respond to people, not necessarily immediately, but as soon as possible thereafter. It frustrates some of my friends that, “Why is it you are always the first one to respond?” I don’t know what it is, and I have this thing that I love to respond fast. I think it’s the same for a lot of people. One of the first things I do when I go onto LinkedIn is responding to any messages that I have had in my inbox, even if it’s saying, “No, we’re not interested,” I will always make a response because as business leaders we are all salespeople at heart. I have respect for all salespeople out there. Then, I comment, like, and reshare posts of the ideal clients we want to work with. We use Sales Navigator, so we know when some of our prospective leads and clients have shared posts, it’s very easy to go in, comment, like, and get on their radar. I like to always respond to people and keep the conversation going. If I’ve been in a conversation with somebody, so say I’ve reached out to somebody I’m going to talk about next, then I like to ensure that I’m nudging people along because we can all get busy. If I’ve sent a note to say, “Hey, do you fancy jumping on a call? Can I show you how we’ve helped this particular client of ours or this particular client?” Then, I like to nudge people to have people interested. Are they not interested, or if they’re not, maybe we can schedule a call later in the year. That’s the big thing about responding and not responding because some people avoid responding, and you lose so much. Now, when I talked about responding, comments, likes, and shares, we have target companies we would love to work with in the recruitment sector. We have our ideal avatars: companies that are independents, solos, small micro-businesses, or smaller SMEs. That’s where we know what we do can add the most value, so we target those people. Those are the people we have in our line of fire in the nicest possible way. If we’re connected to people, then I’m going to go and like their content, I’m going to share it, I’m going to do all of the things so that I am front of mind. That’s the first thing that I do. LinkedIn Lead Generation: Reaching Out The second thing is we reach out. Fact: