Zack Gallinger: How to Think About Branding, SEO, and Outreach

March 3, 2022 Marcus Edwardes Recruiting Trailblazers Comments Off on Zack Gallinger: How to Think About Branding, SEO, and Outreach
Zack Gallinger: How to Think About Recruitment Marketing, And Branding

In this episode, Marcus Edwardes speaks with Zack Gallinger, President at Talent Hero, a recruitment marketing agency. He helps recruiters with strategies that help them find new clients and new candidates without cold calling, attending networking events, or simply sitting around and waiting for a word-of-mouth referral.

Listen in as Zack discusses how the ability to scale has completely transformed the recruitment industry, and how a smaller agency can stand above this incredibly noisy market by becoming a subject matter expert.

Zack discusses the importance of being a well-branded recruiter, and shares some tips on speaking your audience’s language, getting to know the persona you are communicating to, and improving the quality of your recruiter website.

He then dives into his best practices for creating an effective SEO strategy and finding the right balance between personalization and automation when employing an email marketing strategy.

What You’ll Learn in This Episode:

  • [01:42] How recruiting has changed from a marketing perspective
  • [05:12] Questions to ask before creating a digital marketing strategy
  • [08:30] Opportunities for well-branded recruiters
  • [13:45] The main problem with most recruiter websites
  • [16:16] The point of inbound websites
  • [21:16] Where to publish content other than your website
  • [22:41] Best practices when writing LinkedIn articles
  • [25:51] Typical results to expect from having a SEO strategy
  • [30:42] Who benefits from Talent Hero’s SEO strategies
  • [32:17] Using email marketing to drive candidate and client traffic to your business
  • [38:19] Outreach messaging tips
  • [41:35] Recommended SEO research and email outreach tools

Key quotes:

  • “The opportunities for a well-branded recruiter are actually quite significant, and the reason is that most players in the recruiting industry are not thinking about brand, even at a basic level. So, simply by doing the bare minimum, you’re often outcompeting.”
  • “In 2022, we’ve all seen thousands of websites in our lives. We have an ability to look at a website for one second and make a decision as to, ‘Is this a professional company, or is this amateur hour?’”
  • “The more you personalize, the fewer emails you can send out.”
  • https://www.linkedin.com/in/zack-gallinger/