We caught up with Lauren Dodd about what a typical day looks like as a Marketing Consultant in Agency & Recruitment Marketing
How did you get to where you are today?
A lot of marketing starts with being honest with yourself – and that’s true in Recruitment Marketing, too. So the first thing I’ll admit is that few people sit down as a child and think, ‘I really want to be a Recruitment Consultant!’ But I absolutely love my job, and I’ve always wanted to use the things I love about digital marketing to help people find jobs they love, too.
I started with an internship in PR & Events Co-Ordination which was a big indication into using the right words, to the right people to get them where you wanted them to be. I followed this up with my first job in social media marketing for a start-up tech company, and that taught me a lot about data collection & attribution to make sure all of our hard creative work pays off. Curating reports on initial reach and reaction is maybe the most important skill for any marketing job – so measure, measure and measure again! I’d A/B test my whole life if I could.
Tell us about a typical day in your role
Recruitment follows a pretty basic ecommerce strategy, so it made sense to me to treat vacancies like individual campaigns. We essentially sell a service online on the same platforms as any other B2B company. Tailoring our target audience into those likelier to have the skills our clients are looking for, and those business owners looking for staffing solutions are where a huge element of marketing comes into play. Equally, I want to understand a candidate’s journey in choosing our website for their next role: what brought them to our website? Where did we lose them in the sales funnel, and how can we amend that with remarketing? Making sure our job adverts are in front of the right people – and in the right inboxes – are skills I couldn’t do my job properly without.
Scheduling your day is as important as scheduling your content. So, a day looks like this:
9am – 9.30am: Content planning
We share ideas and edits for individual vacancies and make sure we’re all posting a cohesive brand tone & image.
9.30am – 12.30pm: Account Management
In finding folks the right staff and reaching our own marketing goals, it’s crucial to check in regularly with clients with updates and reports. Have we had enough click-throughs to produce our call to action, which is a CV upload? Have we spoken to enough candidates to make a conversion into an interview?
1.30pm-4.30pm: Doing what we do best
It’d be useless constructing a vacancy campaign without putting in just as much detail in finding the right person for that role – and making sure it’s the right role for them. It’s a bit like using an affinity audience in a display ad. Ideally, we want to attract people truly passionate about a topic, so there’s a higher chance of conversion.
Yup, we’re back to strategy. Everything needs to be tracked so we know where to pick up the next day, where we found the most traction and where we didn’t. Our best performing ad needs as much TLC as our poorest!
What are the top skills needed for your role?
Working to recruitment KPI’s is pretty applicable to managing your campaign KPI’s, so a lot of the work during 9-5 is making sure we’re putting efforts into the right outlets. Like any ad campaign, we need to generate and nurture leads to produce a healthy return on ad spend. It just so happens in recruitment marketing, it’s super measurable because it’s a person with a new job!
Top tips or any advice for students hoping to get into Marketing?
My best advice for girls getting into marketing is to find the best way to measure your results, and keep doing it. Agency life is fast paced, but hugely rewarding and you’ll learn endless amounts.
When I graduated with a Journalism degree, I just wanted to get my name on anything I could. That was five years ago, and it’s still the best piece of advice I could give a graduate now. It’s not that employees or recruiters are looking for work you were happy to do for free. It’s that marketing also involves constantly adapting, improving and analysing your ideas – so if you can do this purely based on your own passion and interest, you’re already a step ahead in the right direction. Take full advantage of what’s available to you, and remember if you can create a campaign with no budge at all you’ll smash one with actual ad spend.
If you’d like to share a day in the life of your role, please email us at email@example.com