Denise Oyston is the CEO of Super Fast Recruitment a company dedicated to help recruitment organisation attract more clients, candidates and talent.
I’ve got something today for you that I hope you find useful. It’s a strategy that a number of recruitment business owners are using as a sales convincer: Case Studies.
It’s not really surprising when you consider that the majority of us want some guarantee or understanding of what a service provider can do for us as a potential new client of theirs.
If we are investing money with someone, what are we going to get as a return on our investment? One of the best ways to see if this company is for us is through a case study.
Case Studies work particularly well in the staffing and recruitment sector.
They are a great way to tell the world how valuable your recruiting service is because they go way beyond a simple testimonial. What you can do with a case study is demonstrate a real life example of how you were able to satisfy your client and candidates goals.
So how do you make case studies a powerful asset for your recruitment company? The best thing to do is to write your case study about someone your candidate or client can relate to.
Case Studies Are About Social Proof
Let’s say you are an engineering recruitment company and you want to attract more engineering clients or candidates, then what you need to look at is in your current list of active clients or placed candidates who would be a great case study to demonstrate your expertise?
What that does is deliver for you the goal of ensuring that your ideal customer, reads your case study and then they also get that:
- You are comfortable in the industry.
- You understand it.
- You know the specific needs whether that’s a candidate or a client.
- You know how to give them relevant results making it specific to your recruitment sector.
When we look on a number of our client’s websites, the pages that are often read the most along with their blogs are their ‘Case Studies’ page, according to Google Analytics.
Case studies can take many forms and can be utilised in many ways. From a PDF to a webpage to a video or podcast.
An Easy Way To Create Your Case Studies
A great way to create a case study is to tell it in the form of a story. Talk about what happened, who is your customer, what was it they were doing, what was it they needed help with, what were their goals and then how did you satisfy those particular needs.
If you can have a story element in your case study, this will make a big difference because then people can relate and utter these words………. “That’s somebody like me!”
Formatting and visual image
Something that’s important is formatting, particularly if you are dealing with busy candidates or clients.
Our experience is hiring managers and HR are skim readers. Consequently, give them a big chunk of text and they probably won’t read it all. Therefore, make sure your formatting is good and that it makes YOUR key benefits stand out.
Think about headers, relevant images, and bulleted lists. If you’ve got some charts or some infographics that you can put within the case study that’s ideal; bolding helps too.
Put them on your website because there will be an SEO element that can work for you. Remember people will be looking for reviews and case studies about you and your recruitment company.
Real Results and Numbers
The other key element that makes case studies stand out is to use numbers. Numbers, facts and figures make an impact and help potential prospects finalise their decision.
As an example saying that; “We delivered the recruitment campaign to brief, on time and within budget” is vague. Though that is the output people want they also want more details, so specifically:
- How long did that take?
- What was the budget?
- How long did first screening take?
These are an example of the range of facts and figures to include.
The other area to talk about are the strategies you used, because this will help you sell your particular service.
This is when you sell your recruitment service simply by giving them an overview of the details rather than revealing your own IP around the process.
As an example rather than saying, “Our search process led to x result”. Instead how about this?
“It was a combination of a 3-month dedicated search campaign, using our 8 step process that includes ‘XYZ’”, more detail that then acts as a convincer.
As social engagement and trust dominate the marketing landscape the requirement to have relevant case studies is going to increase.
- They will help you secure more business.
- They will help you stand out because it has that social proof element.
- It builds your authority…………………..
…………………. and if you are the staffing and recruitment company with case studies as opposed to the one without; who do you think your candidates and clients are going to gravitate towards?