The staffing industry in the United States is ripe for competition. In 2021, the U.S. staffing industry posted revenue worth $177.1 billion, which was higher than the projected record of $157.4 billion. As economic conditions in the country normalize amid the COVID-19 pandemic, companies should boost their operations and fill vacancies while keeping costs low.
As such, there’s no better time to offer staffing services to the U.S. than today. Whether expanding your U.S. staffing firm or planning to enter the U.S. market, ensuring your staffing agency stands out among the crowd is important. Among many solutions, a well-crafted digital marketing plan can help you reach more potential talents and connect with them.
However, digital marketing for staffing agencies takes work. You need the right digital marketing knowledge and resources to expand to the U.S.
7 Digital Marketing Strategies for Staffing Agencies
There are many ways to market your staffing agency in a fast-paced country like the U.S. Here are some digital marketing strategies you can implement to promote your staffing agency and reach greater heights in 2023 and beyond.
1. Be niche, be different, and be vocal
Expanding to the U.S. can be exciting, but you must be careful in targeting all possible industries. Finding a niche is vital to efficiently promoting yourself in a new market.
For instance, if you want to serve creative sectors in the U.S., explore relevant trends and types of talents businesses would like to hire.
The goal is to thoroughly understand your niche to offer your target market more personalized and meaningful services.
2. Leverage the power of social media to reach more staffing clients
Social media is king in today’s ever-evolving digital world. More than just a platform to share updates, social media is also a great digital marketing tool.
Knowing your target audience is the first step to building a social media strategy. From there, start making targeted social media posts and ads, track and analyze results, and experiment with different tactics.
Study your target market’s social media habits and behaviors. These can vary depending on the platform. For instance, your target market may be more active on LinkedIn than on Facebook.
Consider the platform’s features and limitations when crafting your captions and ad copy, too.
In particular, you might want to keep your Twitter ad copy short when promoting your staffing services since the platform focuses on sharing short-form content. Again, considering your target audience’s habits and platform features will help you market your services more efficiently.
3. Make your staffing company website SEO-friendly
Many businesses find it challenging to rank high on search engine result pages (SERPs) because the internet now hosts billions of websites.
A 2020 study found that only 9% of Google users make it to the bottom of the first page of the search results. Another study showed that the first organic result in Google search has an average click-through rate of 28.5%, with succeeding results faring less effectively.
For these reasons, many businesses turn to search engine optimization (SEO) to improve their SERP ranking.
You could start your SEO strategy with a website audit to spot errors—like duplicate content, slow page speed, and broken links—and identify optimization opportunities.
Next, conduct keyword research to know what content is interesting or relevant to employers. Then apply your findings when creating your blog posts and other website elements to rank high on Google and other search engines.
You may also use analytics platforms like Google Analytics to measure your website’s performance. With the data you have, you can optimize your website further, improve your digital marketing strategy, and ultimately reach your target companies faster.
4. Include backlinking and online PR in your staffing campaign
Backlinks or inbound links lead from one website to another, such as your website. When other websites link to you, search engines like Google will recognize that you offer value and give you a high ranking on SERPs, further supporting your SEO strategy and making you more accessible to potential visitors.
Use online public relations (PR) opportunities to build your backlink profile. For example, you can cross-promote with similar websites, partner with niche bloggers, or approach the media—like news outlets catering to staffing agencies—with content they might like to publish. The key is offering valuable content to their audiences, not just pushing them to link to your website.
5. Create and maintain a Google Business Profile for your staffing company
If your website optimization is still in progress, set up your Google Business Profile so potential clients can search for you online. To create your listing, sign in or create a Google Account and click “create a profile.” Provide the necessary details, such as your business name, category, the types of staffing services you provide, location, phone number, and website. Once you have a Google Business Profile, you can post photos and videos of your business, gather customer reviews, establish a location on Google Maps, and control your business information. More importantly, it can boost your ranking on SERPs and widen your brand reach.
6. Use content marketing to establish your staffing company’s authority
Content marketing is also a great way to make your staffing agency stand out from similar companies. However, it’s not just a matter of posting as many blogs as possible. Instead, you should aim for relevant, informative, and quality content that answers your target audience’s problems. For instance, if your target market is the IT industry, consider writing about tech recruitment trends or factors to look for in quality tech talent. Add a call-to-action in your articles to drive visitors to your contact or services pages.
Ensure that you conduct keyword research and competitor analysis to identify content opportunities. Applying SEO best practices in your articles can help you rank high on SERPs and position yourself as an industry thought leader. Lastly, make your content shareable on social media to attract more website visitors and leads.
7. Use online directories to boost your staffing company’s online presence
Take advantage of industry directories to boost your online presence. Some of the online directories you can tap include the following:
Enter the U.S. Market with Ease
Expanding in the U.S. takes work, especially if you’re entering a saturated market like the staffing industry. However, implementing effective and targeted digital marketing strategies will help you stand out and attract U.S. customers. Use the tips above to build your digital marketing foundation and support your business expansion.
More importantly, know that expanding anywhere is difficult to achieve independently. You will likely juggle executing digital marketing initiatives and overseeing back-office operations. For this reason, consider partnering with a back-office provider like Agile Partnering to speed up and optimize your expansion to the U.S.
We offer simplified back-office solutions—including onboarding, legal, administrative and funding services—to help staffing firms establish their footprint in the U.S. and grow their business. Contact us today for a free consultation!