According to the ASA, only 1 out of 3 staffing firms has an online review strategy. And, for those that do have one, that strategy is generally reactionary. Having worked in marketing for the past decade, I've seen how review sites have grown from underutilized side projects to the incredible marketing tool that they are today: they generate brand awareness, website traffic and LEADS!
Particularly for the staffing industry, where firms are in no short supply and everyone is trying to cut out their corner of the market to stand out, online review sites can validate your unique positioning and make it more visible to the people who would benefit most from working with you.
What's more, firms that get on-board with review sites now will be WAY ahead of the game once everyone else realizes that they've been missing out on this marketing tool. So, if you want to get more leads and get ahead of the game, this post is for you. Read on to learn more about why online reviews matter and what you can do to jump start your online review strategy.
If you're just getting started with an online review strategy, the first thing you should do is take a look at your existing online reviews. If you already have some positive reviews, you're in a great place, but if you have negative reviews, you have your work cut out for you - it's more difficult to get positive reviews when the overall sentiment is negative. However, it's not impossible!
The next thing you should do is take the time to address your current reviews. Thank people who have given your firm positive reviews and let them know how much you appreciate their business and support. You may also want to dedicate a wall in your office for these messages, to keep your staff motivated to continue providing great customer service. If you have negative reviews, thank the reviewers for their feedback and try to offer an apology and a way to make it right. For instance, if a client was upset that their recruiter was non-communicative, offer your personal attention on their next job order. Your best bet with negative reviews is to turn the client or candidate's negative experience around so that they will update their review with the more positive experience they had afterward. You should also keep in mind that negative reviews may need to be addressed company-wide if you see recurring themes - so be sure to continually gather feedback and use it to improve your firm.
Finally, you should put a system in place to regularly ask your clients and candidates to review your firm. A great time to send a review request is right after a successful placement is made. You could have your recruiters send a personal note to the client and candidate, expressing congratulations, wishing them well, and requesting an online review - or you could automate an email from the recruiter or firm's CEO, thanking them for working with your company and encouraging them to write a review on your preferred sites. You just want to be careful to send these requests sparingly at first, and then send small batches of requests in frequent intervals thereafter, rather than blasting this request to your entire list at once - if you receive several reviews at the same time, the review sites might flag them as suspicious and block them from publishing.
Here are a few other tips to get more online reviews:
What NOT to do:
What does your firm do to encourage reviews?
This post was originally published on Hirabl.