There’s an old saying: “the road to success is always under construction”. But as a legal recruiter, is your current marketing approach a “bridge to nowhere” that’s filled with potholes? Because we live in a digital age, your firm’s branding needs to be more tech-savvy than the competition’s. After all, those clients and candidates that you are competing for won’t even know you exist if your online “footprint” is the size of a gnat’s. On the other hand, using these 5 digital-marketing strategies will help your firm take its recruiting process to a whole new level.
Establish Digital Marketing Goals
Now that you’ve decided to bring your marketing tactics into the 21st Century, the first step is to establish some goals and metrics so that you can monitor progress moving forward. Unless you’re a large recruiting firm with its own dedicated online marketing team and budget, you’ll need to hire a reputable digital marketing agency to get the process started. Once that’s done, here are 5 effective strategies that digital marketers can provide that will help grow your business without breaking your recruiting budget:
Search Engine Optimization (SEO)
Law firms and employers are increasingly abandoning their personal network and looking for a legal recruiter using online search engines like Google. Search engine optimization (SEO) simply means making your site more attractive to search engines like Google so that it will be placed higher up on the page of search results. The higher on the page you’re listed, the more people click on it. If your firm doesn’t show up on the first search engine results page, or “SERP”, you probably aren’t getting many new leads.
As a part of a reliable overall digital marketing strategy, improving your ranking on search engines will inevitably increase the amount of traffic your website receives.
Put Your Website to Work
Now that your website is getting found, a digital marketer can help you convert it into a powerful marketing machine that encourages visitors to take-action. Is your website mobile-responsive? Does it maintain security with an SSL certificate? Reputable firms will prioritize these valuable website features, along with:
- Ease of use and navigability
- Relevant content for both candidates and employers
A website should also work for you 24/7 as a tool for:
- Posting informative blog articles
- Proving your validity and authority in your field as a legal recruiter
- Displaying client testimonials
Social Media Marketing
72% of online adults use social networking sites. That’s no drop in the bucket, and the importance of a successful social media strategy can’t be overstated. An experienced digital marketer can show you how to empower your brand awareness by connecting with candidates and employers through social media. Social media doesn’t just mean Facebook and Twitter. One of the most popular platforms for legal professionals is LinkedIn. A good social media targeting campaign should encompass:
- Posting informative articles about the legal industry
- Boosting other posts that would interest legal professionals
- Obtaining positive feedback from your audience
- Building foundational relationships and notoriety as an expert in your field
- Using audience-specific targeting tools based on demographics, interests and locations
Pay-Per-Click (PPC) Ads
Ads found at the top and bottom of Google search results are paid advertisements. These are known as PPC or “pay-per-click” because that’s how it works, you only pay for the ad when someone clicks on it to go to your website.
A PPC strategy allows you to place your ads directly in SERPs based on employment-oriented keywords and/or your specific audience, like “legal recruiter.” Google uses a “quality score” based on several of the same factors that go into search engine optimization. Having an experienced agency optimizing your ads will lower the cost of your clicks and increase your website traffic and therefore your revenue.
Use Reputable Online Directories
Third party online directories exist because they provide more organized and accurate listings than can be found directly in a search engine. Search for a legal recruiter in your local metro and Google will return all sorts of results and not a well-formatted and accurate listing of legal recruiters in your area.
That’s why people looking for a service professional may use Angie’s List or a manufacturer may use ThomasNet. These websites have spent the time to present a verified list of relevant companies.
There is only one directory that accurately lists US-based legal recruiters and that’s the Legal Recruiter Directory. Each day sees a large flow of candidates and employers using this as a resource to find a legal recruiter. Make sure your listing is present in the directory and that you have verified it as accurate. If you would like additional visibility, supplemental options are also available just like with Google’s PPC program. Just fill out this form to start that conversation.
