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staffing and recruiting

Why President’s Club Still Matters Today

I just got back from Playa Del Carmen for my company’s President’s Club Trip, it was an incredible week.  During the trip, I realized how blessed and grateful I am to work with such a great team.  The resort was amazing, the food was great, and the nightlife entertainment was awesome to experience with this year’s winners.

It is a trip that I will always remember, especially because last year my business partner and I tried a new incentive program. Instead of doing an annual trip somewhere warm, like we did 6 out of the last 7 years, we tried a quarterly incentive where we scheduled 4 fun events.  We didn’t do the trip last year because my partner and I wondered if President’s Club trips were still worth it today.  Like youth sports these days, it seems like everyone gets a medal. With that, society has taken away the competitiveness and drive for those elite performers that want to work really hard and earn something of significance, whether it’s a trophy or an all-expenses paid company trip for a year of top performance.

At Versique and Parqa, all producers are eligible to qualify for President’s Club. Additionally, we have 2 wild cards for those that best exemplify our core values throughout the year.  After reflecting on this year’s trip, I am more convinced than ever that businesses should have a President’s Club.

Here are 3 reasons why businesses should have a President’s Club.

1. Rewarding Your Best Employees for an Awesome Year

Many companies like ours have an “Employee of the Month” award, but for someone to sustain a level of excellence for an entire year requires passion, hard work, drive, and determination. These are the same things I tell my daughters and the girls that I coach. While these don’t necessarily take specific skill, it gives everyone an opportunity to achieve something great. This week, my 6th grade daughter plays in the state basketball tournament and she said to me yesterday that she really wants to win state. She has won 7 of the 10 tournaments they have played in, and every practice has led up to this week and she wants to win. If she doesn’t, it will still be a great season.

Similar to those that had a good year but didn’t qualify for the trip, we had some great success stories, but this is the elite that get to go on a trip for driving that performance month in and month out and should be rewarded for an awesome year.

2. Spouses/+1’s Love it

One of my best friends and I were talking a month ago after he got back from his company’s President’s Club. He was just coming off his best year ever and told me he and his wife really needed it and it was awesome in so many ways. Our conversation got me thinking, to make President’s Club isn’t easy. At times, it takes away from kids, family, sports, etc.

This trip is a great way to say thank you to those that support you for supporting our organization. The other shocking thing I heard on our trip from a lot of the +1’s, is how much throughout the year it gets talked about.

3. Culture Builder

Your employees become closer with each other and their managers. During these trips I have developed deeper relationships with everyone and that is sometimes hard to get throughout the year in our busy world.

As a headhunter for the last 23 years, rarely do people ever leave jobs just for more money, they want to work for a company that cares and is vested in their success. For me, it is hard to put the spotlight on our company or myself, so when we started this company in 2013, my vision was to build the culture from the inside out. These trips are a time when where I reflect and can look back with excitement on what we achieved in 2019. As owners, our roles are not to just aspire to make a great living, but to inspire to make a difference.

President’s Club Trips Still Matter.

How Digital Marketing is Changing the Staffing and Recruiting Landscape

Digital tools in any industry aren’t necessarily a new thing. In staffing and recruiting, you’ve already taken advantage of many tools like CRM and ATS to simplify your life. Digital marketing is an area where many firms aren’t sure how to start. 

Even firms with experience in digital marketing may not realize its full potential and how it is changing the landscape in our industry. Recently, Parqa published an eBook about how you can use digital marketing to get more candidates and clients, but here are a few reasons why it’s essential that you adopt the latest tactics in digital marketing:

Clients and Candidates are Doing More Research

When I started Versique, not many recruiting firms had embraced digital marketing. I began investing in SEO and making sure we were easily found on Google. When we got to the top of the search engine results, we had clients calling in simply because we were the first option. As time went on, and more firms got into digital marketing, our tactics had to change. While I don’t sit up at night obsessing over search rankings anymore, they are still relevant. What’s more important now is convincing leads why you are the best firm for them.

Ranking high in search engine results isn’t enough anymore. Buyers are more informed than ever before, and staffing and recruiting firms need to follow suit and provide the info buyers are searching for. Your website and your social media profiles need to contain educational content that provides value to visitors, whether they are working with you or not. Positioning yourself as a helpful resource is the first step to getting a call-in from a potential client. If you can address their challenges with the content you produce, they will be more likely to trust you with their budget for their next talent search.

Reaching Multiple Generations

In terms of age, today’s workforce is more diverse than ever. That can present many challenges to hiring managers and search professionals, but digital marketing enables us incredible accuracy when reaching different audiences. Whether you’re trying to reach potential clients or candidates, you need to have an ideal buyer in mind for your marketing programs. The location, messaging, and frequency all change for different people, so knowing your ideal audience’s goals and motivations goes a long way in digital marketing.

Marketing needs to appeal to the multiple generations that make up the workforce currently. Each of them spends their time in different places online, is interested in different things about positions, and also responds to different messaging. For instance, the newest addition to the workforce, Generation Z, has many different habits than Baby Boomers or even Millennials. They spend less time on places like Facebook and LinkedIn, and are searching for different things in a career. While Millennials may be interested in flexible work and perks, Gen Z is searching for more meaning in their work. All of these things should factor into your marketing to ensure your budget is being used effectively to reach the right audience.

Saving Time with Automation

In a world full of jam-packed calendars and multi-tasking, saving time is paramount. For staffing and recruiting firms, digital marketing automation aims to take time-consuming processes like nurturing out of the hands of recruiters, freeing up time to focus on making placements, and business development. In addition to saving time, automation is allowing staffing and recruiting firms to capture more candidate and client leads as well as identify past contacts that you could re-engage for future searches.

Related eBook: Get More Clients & Candidates Through Effective Digital Marketing ➢

At its core, marketing automation may seem very straightforward. If done well, it becomes more than just automated emails to people who submit their information. Based on information your site visitors provide, a well-built automation program can serve them with resources and information that is relevant to their current situation to nurture them toward the decision-making phase. As these qualified leads move through a program, a mixture of calls from your team and automated contact keep them engaged and actively involved in your sales process. 

The tools for successful marketing automation are becoming more robust and readily available every day, giving even small teams the ability to automate menial tasks and give them more time to engage with clients and candidates in a more personal way. Tools like Herefish, who was recently acquired by Bullhorn, integrate with the tools you’re already using, streamlining your processes and increasing efficiency. 

Staying on Top of the Trends

Tools for digital marketing and digital recruiting are more available than ever. With these tools, hiring managers can better promote their postings before they ever engage a recruiter. Does this mean they won’t require a recruiting or staffing partner? Not necessarily, especially if they don’t have the time to integrate cutting-edge tools. Your firm can be an expert who is ready to help them use the tools they have to the best of their ability. By being well-versed in the latest digital tools, your team is positioned to act as a resource and expert to help hiring managers to fill positions with the right hires the first time.

If you’re looking for an expert partner to help build your digital marketing, you’re in the right place. Parqa specializes in building and implementing digital marketing strategies to get staffing and recruiting firms more clients and more candidates. Contact us today to learn how we can help your firm.

Why Staffing and Recruiting Firm Owners Refuse to Invest in Their Brands

Everyone wants their company to be the first name that comes to mind when their ideal customers look for a partner. But many staffing and recruiting firm owners are still hesitant to invest in their brand to get themselves there. There are a range of reasons, and even though my team and I spend a lot of time explaining the benefits, I still run into a few common barriers. 

I think it’s time I put these issues to rest and illustrate just why investing in your firm’s brand is critical to long-term growth.

“It’s Too Expensive”

While it’s true properly building your brand isn’t free, when I compare it to other expenses and consider the long-term gains, I’m shocked that this is still a sticking point for firm owners. The fact is that to properly benefit from any investment in your brand, you need to commit to it like you would any other investment. If you throw a small budget at a project for a few weeks and expect a huge burst of leads or boost in stats, you’re going to be disappointed.

When you need to add another recruiter to your team, you do that immediately even though that is an expensive investment that isn’t guaranteed to work. You need the increased capacity on your team and you’re willing to give them the proper chance to prove their impact. If this is an easy choice, why don’t firm owners do the same with their brands? 

The key to mitigating the expense of brand building is avoiding costly mistakes. If you’re looking for ROI, make sure the data you’re capturing is accurate and useful. Without accurate data, adjusting your marketing efforts to best reach your ideal clients is difficult, resulting in wasted money and low returns. Committing to brand building and thoughtful planning goes a long way toward positive ROI from branding.

“I’ve Tried It Before, I Didn’t See Results.”

The word that most firm owners leave out of this statement is “immediately.” While I don’t doubt that a lot of firms have tried to expand their brand, it isn’t an overnight lead magnet. In some cases, there will be an initial boost of leads in the beginning, but as time goes on, the focus on short-term lead generation wears down and the leads stop coming in.

There are two things wrong with this approach, even if you are an experienced marketer. First, the goal of brand building is not simply to generate leads, instead, you are establishing your credibility for potential leads doing research. When your ideal customer decides it’s time to speak with a recruiter, they’ll do their research, and your firm needs to be well represented.

The second problem is the timeline. Building a strong and trustworthy brand takes time and if you don’t see it through to the end, the time you put in at the front end will be wasted. Think about the trial period you give a new employee or new vendor; with only a month or two to proves themselves, what kind of results can you expect. Successful investment in your brand requires support and confidence that while there might not be immediate returns, the work you put into your brand will pave the way for future growth and continued success.

“I’m Already Well Known in my Market”

First off, congratulations. Seriously, being the top of mind firm in your market is no easy task and goes a long way to growing your business. But it doesn’t stop there. Even if people know your name across your market, investing in your brand is still important to answer one question from the people who’ve heard of you: “Why should I work with you?”

If your potential clients don’t have the information necessary to trust your experience, they may not pick up the phone to call. What’s more, if they are searching for you or your firm by name, but they need to work with other members of your team, you need to establish their credentials as well. Bios and consistently published content work to not only promote your firm and your team, but they give online leads a body of information that they can learn from.

If you’re well known in your market, the next step is to answer the question, “Well known for what?” Investing in your branding and that of your team establishes your firm as a thought leader in your industry and the best option in your market. Make it easy on your sales team and convince your clients that you’re the best partner before they ever pick up the phone.

“I Don’t Know Where to Start”

This is one of the most common answers I hear from owners. The good news is, it’s also the easiest to answer. If you’re tackling your branding and marketing in-house my answer would be to start small, updating your website and social media profiles and creating new web content. While you can start with simple actions, the key is to be consistent and dedicate time and resources to the success of your efforts.

Honestly, digital marketing is a complex animal, and if your team isn’t equipped with the skillsets or the time to tackle it, you’re better off working with a partner. I’m not just saying that because I want to be that partner either. If you start with the best intentions but lose steam when other parts of the business get busy, it will be hard to see any concrete results. Just as your clients come to you as the expert in filling open positions, digital marketing and branding firms specialize in improving your online presence.

By committing resources to branding and engaging a specialized firm to reach your goals, you have the greatest chance for success. Your team is free to focus on what they do best and make use of your improved brand, while our team handles the constant upkeep and content creation of a successful branding initiative. So in short, my answer to this question is not so much where you should start, rather that it isn’t too late to start building your brand, provided you’re willing to commit and invest in the long-term success of your brand.

If you’re ready to discuss building your brand, or you still have some unanswered questions, I’d love to chat and identify some areas for improvement in your marketing efforts. Get in touch today

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