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Idea Club Newsletter

It was the best of times.

It was the worst of times.

Who knows what 2019 has in store. But one thing is for sure -companies that take them time to plan ahead and proactively manage their goals will have a much better year than those who don't.

So what should you do now?

Step 1:

Define Your Goals

Specific. Measurable. Achievable. Relevant. Time-bound.

Imagine it's December 31, 2019. Define where you are now. What did you accomplish in the past year? What results are you most proud of? What challenge did you tackle that you did not think was possible?

Step 2:

Build a Better Recruiting Plan

Focus on 4 pillars:

Your career site. Job advertising. Social Recruiting. Employment Brand.

Unless there's a dramatic and unexpected change in the economy, recruiting is going to remain quite a challenge in 2019. To find the people you need, modify your strategies.

Here are 5 key strategies to improve your recruiting:

Improve Your Reach

  • Post more jobs.
  • Get more distribution - paid sites, free sites, social media. (get our Indeedmageddon eBook for more ideas!)
  • Improve your strategy to target passive job seekers by giving them reasons to become active.
  • Widen your talent pool - expand your geographic reach, find candidates with transferrable skills.
  • Attract people who don't work with staffing firms (about 80% of job seekers!)

Improve Conversion

  • Write better job posts.
  • Share great content on social media (that links to your site).
  • Use more calls to action to get website visitors to your jobs.
  • Simplify your application and optimize it for mobile.
  • Give people more ways to apply - or chat with you if they're not ready to apply.
  • Attracting repeat visitors and more referrals.

Steal Talent

  • Offer more - better jobs, benefits, pay, location, schedule training, etc.
  • Deliver a better experience - faster, easier, more convenient or even more fun.
  • Build a stronger brand - online and in the real world.

Build Recruiting Depth

  • Hire more recruiters.
  • Train recruiters to be more effective.
  • Develop more talent referral sources.
  • Make asking for referrals a habit.
  • Build and deepen talent communities.
  • Turn temps into recruiters.
  • Create an alumni network.

Improve Relation

  • Keep 'em working with more proactive approaches to assignment extensions and redeployment.
  • Skill market in advance of assignment end.
  • Provide training to upskill workers and make them more placeable.
  • Keep 'em happy by striving to be a best place to work in your market.
  • Implement reputation management to get faster feedback and build your online brand.

Step 3:

Plan for a Recession
(before it happens)

If business fell 10%, 20%, or even 50% what would you do differently?

Give an economist a crystal ball, and he'll give you back a round piece of shiny glass. When it comes to the future, no one knows when the next Great Recession will occur.

But the smartest firms conduct thought experiments to look at the potential impact of a downturn…and develop plans to deal with challenges before they occur.

Here are 10 ways to help recession-proof your staffing company:

  • 1) Build an emergency fund.
  • 2) Payoff as much debt as you can.
  • 3) Reduce or cut non-essential expenses.
  • 4) Reduce overhead with outsourcing.
  • 5) Train staff to improve productivity.
  • 6) Deepen client relationships.
  • 7) Diversify your client base.
  • 8) Use technology to automate processes.
  • 9) Aggressively invest in marketing.
  • 10) Identify and work to retain key employees.


Talk to you vendor partners (like Haley Marketing) now to brainstorm ways to better recession-proof your business!

Step 4:

Build a Better Recruiting Plan

Goals. Strategies. Tactics.

Take a smarter approach to driving long-term results.

At Haley Marketing, we believe marketing is about a lot more than pretty pictures and clever copy. Marketing is about strategy. Measurable objectives. And anticipating market changes.

In 2009, our clients that got smart about their marketing felt far less pain from the recession. Just as importantly, they recovered faster and emerged stronger than companies that simply reacted to the market and cut short-term expenses at the cost of future growth.

How do you create a Smart Marketing Plan?

Define your goals.

  • Revenue growth
  • Client retention / client growth
  • New product or service launches
  • New geographic or vertical markets

Determine your best strategies for growth:

  • Increase market share
  • Increase client share
  • Geographic expansion
  • Service line extension
  • Follow the client (to new markets)
  • Strategic acquisition
  • Mergers
  • Horizontal or vertical integration

Determine your best competitive strategies:

  • Product superiority - better quality or service
  • Pricing - lowest cost or highest value
  • Service / customer experience
  • Bundling services
  • Partnering
  • Improving sales and marketing
  • Counterattacking competitors
  • Problem-solving for clients

Analyze your current tactics:

  • Branding and corporate messaging
  • Website
  • SEO & PPC
  • Social media
  • Recruitment marketing
  • Email marketing
  • Direct marketing / sales support
  • Other marketing and branding

Identify the gaps:

  • What are you doing really well?
  • Where are you completely missing the mark?
  • What are the in-the-middle areas where you need more guidance?

Create your SMART MARKETING plan:

  • Define your messaging (key differentiators, positioning, value proposition & core story)
  • Build a rock-solid foundation (website, sales collateral, social presence, industry visibility)
  • Support your sales team (integrated direct marketing)
  • Support your recruiters (job advertising, social recruiting, employment branding, referrals)