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Online Popularity is About Adding Value


Marketing is about communicating a message that is appreciated by the right audience for the right reasons. The online marketing variant can be measured in a multitude of ways – views, likes, shares, conversion, etc, but for me, the most important measure to understand is whether you are adding value to your audience.

It is easy to share a moronic maths problem on LinkedIn and garner 1000+ likes from far-flung lands. You can equally share a cryptic question or inspirational quote in the search for fame. There is even a bit of software that auto-views LinkedIn profiles so that they view yours in return, although why would you “view” their profile without saying hello? There is little true value in all this activity, and as such you can be fairly sure that the index fingers of your precious connections will be hovering over the unfollow button.

“Yes, you got 1000 “likes” (cue slow hand clap), but why on earth did you clutter up my feed with this rubbish?”

LinkedIn is crucial for the marketing efforts of any recruiter. Their clients and candidates are here in abundance, but, sadly, too few recruiters understand where this added value lies….

It is a given that these Facebook-style tactics don’t go down well, but there are a few other questions to consider as well:

Do your contacts really want to see you share every single job that you are working on at the moment? See them once, seen them all. After a while, it is like a wall of white noise, and they won’t even read the headlines. Also, the Pulse publishing platform really isn’t the right place for job ads – people want to read content (here) that will make them think, not click through to a 30k role with three sentences of poorly-worded job description.

Secondly, it is great giving people an insight into how you work, but I would question the “big biller” celebration photos, or the “can’t believe how busy we are” humblebrag team snap. Winning awards are great, but people aren’t stupid…. if they are awards that are voted for by your own people, personally, I wouldn’t shout too loudly about them. As a general rule, the more you talk about yourselves online (or in any social setting), the fewer people will listen to you.

I don’t want to give the game away too much, but there are so many more worthwhile things that you could be doing on the various social media platforms to give your presence a rocket boost. There are a few recruitment firms out there at the moment, who are “killing it” on social media in the eyes of their clients and candidates. They get great engagement, and they understand the formula for success. You can understand it too.

You’ll have to subscribe to the Recruitment Marketing Machine Summit to find out more. We have experts from all walks of online life, and you can listen to their wisdom for free!

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Roy Ripper is one of the most charismatic and widely-followed trainers in the worldwide recruitment industry.

For more than 25 years his passion has been helping recruiters take their careers and businesses to another level by inspiring personal & business growth, success and achievement.

Roy’s core techniques for success as a recruiter and his strategies for creating business growth come from his own professional experience and his work with some of the leading names in the industry.

Roy began his career as a consultant specialising in selling client-paid recruitment advertising. Three years later he went on to set up a specialist executive search company with James Caan (CEO of UK private equity company Hamilton Bradshaw and ‘Dragon’ from the BBC’s popular Dragon’s Den series) working on a 100% retained basis. He then undertook a recruitment training apprenticeship with the legendary Tony Byrne and later worked alongside Ann Swain (now CEO of APSCo) at Learning Curve. Roy was then approached to set up the executive search division (100% retained basis) of Corporate Services Group, a £350million turnover plc. After successfully growing the business from 0 to 25 revenue producing consultants and a £2million profit within 2 years, he made the move to full time training and consultancy.

Roy Ripper has since helped more than 47,500 recruiters from more than 35 countries transform their careers and businesses through his books, podcasts, DVDs, online training products, live events and personal coaching. He’s been fortunate to work with some of the largest and most successful businesses in the worldwide recruitment industry, but holds a special affinity with small business owners. Roy is regularly invited to contribute to trade journals and speak around the world.


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