As inbound marketing techniques are becoming crucial in companies’ online strategy, staffing agencies are developing their online presence to attract clients and talents. However, a discrepancy exists between average agencies and the top 25 in this sector.
As “two-thirds of the sales cycle occurs online and is controlled by the consumer”, staffing companies need to build a strong online presence, according to a recent study conducted by Grass Root Marketing Inc., a company specialised in staffing agencies marketing. The study looks at how the staffing industry is using new inbound marketing techniques to drive business. Traditional marketing tools such as cold calls, radio or TV commercials or email blasts are being replaced with SEO, social media and corporate websites. The study compares adoption of those techniques among average staffing agencies and the top 25 agencies in the US. While all agencies put a lot of efforts into building good websites, there is still a gap between average agencies and the top 25 as far as social media strategy goes.
Most agencies focus on websites, while neglecting corporate blogs
The study shows that all staffing agencies tend to give the priority to their website to be visible online, and tend to neglect corporate blogs. The study rated 56% of the 25 top agencies’ website to be “excellent” and 8% had “poor” websites. 23% of average agencies were said to have “excellent” websites and 20% “poor”, and 36% had “average” websites according to GRM’s rating method. Average companies blog more than the top 25: only 8% of the top 25 agencies in the US have a blog, compared to 18% of the 233 average agencies surveyed. However, blogging is proven to position themselves as expert in their fields and to improve their SEO.
Top 25 agencies are ahead on social media
The main gap between the top 25 and the average staffing agencies is found on social media: 100% of the top staffing agencies use Linkedin while still 18% of average agencies don’t have a Linkedin page. This discrepancy illustrates the fact that social media have become critical for staffing agencies. Similarly, Twitter and Facebook are more utilized by top agencies than others (respectively 68% versus 60% and 64% versus 52%). In other words, the top 25 staffing agencies have adopted inbound marketing tools in a more efficient way than the average agencies, which still need to work on their social media presence.