How to make a STANDOUT recruitment marketing brochure

When it comes to marketing your recruitment company, many agencies have a strong focus on digital marketing, and that’s great. But what about the face-to-face meetings? 

You don’t want your recruitment consultants turning up empty-handed to a client visit. That would be a wasted opportunity. 

Instead, it’s important you equip your team with promotional recruitment brochures to hand out to your clients.

In a survey conducted by LucidPress, respondents estimated that if they maintained their brand identity consistently, they would see a 33% growth increase!

So it’s vital that you get your brand identity out there at every chance!

Firstly, let’s assess what the benefits are of giving your prospective clients a marketing brochure:

• Makes you stand out from the crowd (and we all know how crowded the recruitment crowd is!)
• Allows the client to digest information after the visit (only a small percentage of information will be absorbed in the first visit)
• Shows a high level of professionalism (clients feel they’re working with an established and knowledgeable brand)
• Improves brand awareness (clients remember you 6 months down the line)
• The client doesn’t have to worry about taking notes in the meeting (it’s all in the pack!)

To help you out, we've created the PIM approach to ensure you produce the most effective recruitment brochures. Remember, the most successful brochures are:

Professional - branded, neatly formatted, produced by marketing specialists
Informative - no waffle, lists features & benefits, factual
Memorable - personable, tailored, engaging

So now that you understand how important it is to give your recruitment marketing material the wow factor, let’s go through the steps to compiling it.

Branded Folder

First impressions count and the first impression your prospect will have of your client visit pack is the folder it’s held in!

Don’t just turn up with a few loose pieces of laminated paper. Make sure your marketing material comes neatly placed in a branded folder.

Branded Gifts

Before we get to the more serious parts, let’s make sure you’ve included some branded goodies such as pens and mouse mats. This is a personable touch and is a nice way to break up all the salesy material you’re going to include.

Company Overview

This is your opportunity to tell your story. Your prospective clients will want to know how long you’ve been around, who owns the company & what type of recruitment you specialise in.

Tips for telling a compelling story:

• Show photos of founding members
• Include names and professional background of founders
• Explain how the company started
• Highlight whatever is unique about your recruitment company

Telling your story right is crucial to engaging your clients!

Testimonials

Your chance to shine. You can sing all day until the birds come home about how good your recruitment services are, but what’s more powerful than having your clients sing for you?

In this section you can include a variety of short reviews, or perhaps you’re able to provide a case review from a long-standing client.

Criteria for picking a case review client:

• Long-standing healthy business relationship
• Recruited on many different roles
• Helped to transform the business in an impactful way

Make sure your testimonials and case-studies contain facts.
How many employees have you recruited into that company?
How many years have you worked together?

Including facts in your testimonials makes the information ten times more powerful!

Specialisms

This is the part where you tailor your brochure to your client’s industry and demonstrate how you specialise in that area of recruitment. You will need to have your marketing team prepare a variety of documents specific to each niche you recruit into, and only include the niche that’s relevant to your client in your visit pack.

For example, if you are visiting a company that designs industrial printers, you would include the divisional brochures for your team that recruits on Design Engineering roles.

This information should include which consultants recruit in this space, a list of job titles you recruit on, companies you have helped recruit for, and a list of recent placements made within that industry.

Services

Whether your recruitment company offers RPO, engaged, exclusive, or onboarding services, make sure you spell it out clearly and concisely in your visit pack. 

For this section it’s best if you can demonstrate your services visually in images or charts, rather than large chunks of writing that will send your client to sleep.

Business Cards

Even if your client has access to you over email, always leave a couple of business cards. This shows that you are a professional and gives your client the opportunity to share your details with other relevant colleagues. Just ensure that all of your employees are equipped with their own business cards!

So whether you already have face-to-face marketing brochures in place or whether you’re just trying to figure out how to put it all together, make sure you use the PIM method to review your design.

A professional marketing brochure could just be what gives you the edge over your competitor!