In this episode of Beer with Darren, I spoke to Coralie Fernando from Tiger Recruitment to discuss getting your sales team bought into marketing efforts and how crucial marketing is to business survival post-pandemic.

Coralie started her career in Australia as a recruiter in Sydney before moving to Melbourne and joining a brand agency as an account manager. Both herself and the owner of the agency could see the links between recruitment account managers and account management in alternative sectors. Since she has moved back to the UK.

Recruitment in Australia for her company was extremely KPI focused and it was really sales-driven, whereas her agency now in the UK is much more about relationship formation.

This can also show the transition of time from working 15 years ago in recruitment to now has pivoted much more towards relationships.

The most important selling technique for Coralie is to think who is reading it and produce copy from this. Are your audience drawn to that heading, is that going to make your audience want to read more or click through? If it doesn't change it.

At both events and in writing we have to be cautious to use simple terms and the correct wording for our market. Using client and candidate outside of the recruitment industry can cause confusion.

Previously freelancing and working with Tiger on an outsourcing basis led to a full-time position with them. Tiger has seen great growth over the year and the success has led to an expansion of the marketing team and a content editor position. Which within recruitment seems luxurious and lucky.

SEO is a massive part of what they do and the main driver of new clients as well as promotional activity producing leads. So her measurement of ROI is based on both.

As a recruitment marketer, you are both B2B and B2C across different sectors and locations. For strategy, it is about prioritising based on the objectives for the year and making sure each of the audiences is targeted and addressed.

Prioritisation in any business is extremely important, especially in light of the new working from home or living at work where there is a choice between being done for the evening and letting the to-do-list run onto the next day. Sometimes it can feel there is no escape from work.

For the marketing team being able to physically see consultants and management makes such a difference to how well we do our jobs. As managing a team whilst at home has its challenges. Not just for team morale but to keep human reaction to minimise loneliness.