3 Ways to Bring in New Clients in 2021

When you’re competing with staffing agencies on an international level, how exactly should you go about acquiring new clients?

For all staffing firms, it’s a never-ending process: acquiring new clients to expand business. You get a job requirement, make a placement, and then? That client may not need another submission for months. In the meantime, it’s up to you to find another customer.

In 2021, this process is the same, but the strategies are different. Today, clients are bombarded with marketing materials constantly, so differentiating yourself from the competition is increasingly difficult and important. But to succeed, you need more than a few mass emails, social media campaigns, and a cold outreach campaigns, and the list goes-on. To stay ahead today, you need a strategy which is more data-driven, more consistent, and more human than ever before.

The good news is that developing this strategy isn’t as daunting as it seems. All it requires is a little common sense, a lot of research, and a dedicated follow-through. Here are some tips to get you started.

1. Understand Hiring Needs

Sounds basic, right? Unfortunately, it’s not. Many staffing firms are industry specific, focusing on specialized skill industries, like IT or healthcare. But the recruiters who are making those placements generally know very little about these industries.

But the reality is that in order to market yourself effectively to a client, you need to prove that you understand clients’ needs and pain points. Otherwise, you’re just another voice in a chorus of bland marketing. So how do you do that? Well, it starts with doing a bit of research.

●     Understand that client’s workflow. Different industries have different hiring needs, plain and simple. As a recruiter, it’s in your best interest to understand the ins and outs of this workflow. Maybe this client works on a seasonal basis. Around May, their demand for specialized workers skyrockets. But by the beginning of September, they’re basically hibernating. Differentiating yourself may be as simple as demonstrating that you understand this cycle. Many times, that’s enough to set you apart from every other recruiter vying for that client’s attention.

●     Understand pain points—and solve them. Let’s say your prospective client does operate on a seasonal basis. Every “on” season, then, is a hiring nightmare, because they need to double their talent pool in a matter of weeks. Or maybe your prospective client has compliance issues, because the majority of their skilled talent comes from out of state. Anticipate those pain points and approach the client with a solution. Perhaps you show them that you have ten candidates lined up for their busy season – or maybe you have automated I-9 management that saves hours of manual work. By highlighting these points, you’ve gone above and beyond marketing; you’re basically working for the client before signing the contract. Chances are that client will appreciate your proactive approach and begin trusting you and your services.

●     Understand the market as a whole and plan accordingly. No business exists in a vacuum, and the needs of different clients will vary based on market trends. COVID-19 is a great example of external events affecting hiring. In December 2019, the demand for healthcare professionals was fairly stable. In March 2020, that demand skyrocketed, along with demands for completely new services such as testers. Being aware of these trends and helping clients capitalize on them is A+ marketing. Not only are you helping your clients stay ahead of the curve, you’re also establishing your services as the best way to capitalize on current trends.  Such mutually beneficial relationships and communications make for great marketing!

2. Demonstrate Your Value

Understanding your clients’ challenges is only the first step. Once you have a complete understanding of your prospective client, you have to do something about it. Any good marketing professionals will tell you: next, you have to do is demonstrate your value.

Realistically, prospective clients aren’t interested in you. They might read the subject line of your email. On a good day, they might even scan the first paragraph. That’s all you get to make a good impression. That means you always have to emphasize why you can make that client's life better, and why that client should work with you.

●     Give them what they need. Skills marketing has fallen out of favor in the last few years—but it shouldn’t have. Marketing skilled candidates to your prospective clients is the best way to get their attention. Why? Because you’re giving them what they need before they even ask. They may not even recognize you’re a staffing firm, and that’s okay. As long as they’re interested in the talent you’ve sent over, you’re on track to acquire that person’s business. The less they have to think about you instead of your candidate, the better off you will be.

●     Establish your brand and capitalize on it. Branding is one of the most important ways you’ll set your business apart. In fact, 81 percent of surveyed consumers said that they need to be able to trust a brand in order to buy from it. That means that having a recognizable brand is critical to acquiring new clients. But this can be difficult, especially for small staffing firms just starting. A few steps that will help to set you up for success include asking previous employers for reviews, ensuring your website includes a clear message, and being professional and consistent in your communications. Think of it this way: every established brand today began somewhere. It’s time for you to get started.

●     Be a resource, not a pest. As mentioned above: realistically, prospective clients aren’t interested in you. That means it’s your job to interest them. And that means you need to act like a resource. Don’t bombard clients with irrelevant information; instead, give them content they need. Even emails which correctly identify a prospective client’s pain points are more helpful than emails which brag about your services. Again, by demonstrating you understand where your client is and what their needs are, you’re setting yourself two steps ahead of the competition who are still busy talking about themselves.

3. Tips, Tricks, and Best Practices

Reaching out to prospective clients will never be easy. Even doing all of the above doesn’t guarantee you more business (although it’s certainly a good place to start). To help you on your way, here are a few tips to keep in mind.

●     Be transparent. It’s 2020. Marketing is real, it’s everywhere, and people easily recognize it for what it is. They know that you’re marketing to them, so own it. By being transparent and sincere, you establish yourself as a brand the client can trust. Be straightforward; communicate the value you have to offer and then follow up appropriately – and remember: authenticity is everything!

●     Be persistent (not annoying). It’s a hard balance to strike. Obviously, you want to actively pursue new clients and business. Otherwise, your firm will suffer. But that said, you want to give prospective clients breathing room. If you annoy them with constant communications, they may just block you. Communicating once a week is a good benchmark for reaching out to new clients. Send interesting content, and don’t give up your pursuit. Sometimes, it takes seven weeks of cold calls and emails before a client decides you’re worth his or her time. For new business, seven weeks of effort is usually worth it!

●     Be personal, and use humor. By the third or fourth time you’re contacting a prospective client, it’s likely that they’ll recognize your name. Acknowledge that personal connection and turn it into an opportunity. Simple lines like, “It’s me again. You didn’t think I gave up that easily, did you?” Or, you might try something like, “I know, you’re tired of seeing my name. We could talk on the phone and then you’d get tired of my voice instead.” Show that you’re human. Being human is a huge asset when marketing yourself. After all, prospective clients are more likely to trust someone they know than someone they don’t. After emailing them five or six times, they’ll feel like they know you.

Not sure where to start?

Using an industry-leading CRM tools, you can choose a pre-designed prospective client email campaign, for example, to help you discover new business opportunities. Using such templates is a great way to begin the tricky process of approaching new clients. But, be sure to customize them. Templates such as these can steer you in the right direction, but there’s no substitute for knowing your prospective clients and clearly communicating that you’re ready to work for them!