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Head of Marketing Operations Glenn Southam: Why is marketing such an important part of recruitment?

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Head of Marketing Operations Glenn Southam is up for Most Inspiring Support Professional at this years Investing in Talent Awards 2017 for his dedicated hard-work over 6 years working for the business; he has literally grown our brand identity and presence from scratch and been on its journey every step of the way. 

He discusses with us why marketing is such an essential part of the recruitment process and something that should never go amiss. 

What has been your biggest achievement working at Eurostaff?

Marketing touches every area of a business and as such there is not one single project or activity that stands out. That being said when I joined Eurostaff in 2011 we were a single (dated) brand based on a single floor in London.  We now operate under three brands from multiple locations. The Eurostaff brand and reach to our communities is unrecognisable from when I started and being able to drive the strategy to make the changes we have is very rewarding.

How has your marketing role at Eurostaff changed over the past five years, and how has the team expanded?

Despite Eurostaff operating for six years before I joined, I was Eurostaff’s first ever dedicated marketing professional.  Those early days were all about analysing the business and existing communication channels and putting in place processes, standards and objectives before going crazy with creativity. 

As the company and world changed over the years, we have started to focus on digital outreach and community building which has required the team to expand to three in our London HQ and two people in our Berlin office.  Our focus has shifted from really creating value add for all of those we work with and making partnerships with some real innovators in the IT and development markets.

What do you enjoy most about working as Head of Marketing Operations?

I have to say “working with my team”, don’t I?! As well as that (obviously), I take great pride in seeing marketing initiatives create positive outcomes for our consultants. My philosophy has always been to focus on outcomes and shake off the perception that a marketing department is just there to create PowerPoints.

I enjoy finding out what the pain points are for candidates, businesses, and our consultants and then getting my hands dirty in building creative campaigns and activities that provide solutions and positive results.

Why is marketing such an important part of recruitment?

Researched, targeted and data-driven marketing campaigns can make the difference in finding the ideal candidates for businesses and linking them to career defining opportunities.

Marketing also then plays a key part in cultivating relationships to turn them into long-term partnerships. Building strategies around community building, recruitment insight and opportunity is key to creating repeat business and ultimately affecting the bottom line of a business.

Employer branding is key for a recruitment business but you need to “humanise” the marketing activities around it – there is nothing worse than thinking one thing and the reality is completely different.

How do you ensure that the specialists working at Eurostaff are well equipped to ensure clients and professionals are happy?

Building a toolkit for our consultants to use is key, but training them how and why to use it is even more important. We want our teams to be advocates and enthusiasts of the Eurostaff brand but they need to know the “why” – it can’t be forced. Big show and tell sessions seem to work!

Get in touch with Glenn today if you want to discuss anything marekting related or for a chat about his latest nomination here.

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