The purpose of this role is to help continue building and developing a marketing presence for Prospero in the Health and Social Care markets. The role initially will be to gain a thorough understanding of the Health & Social Care market, the complexity of the recruitment industry, what the wider business objectives are and how marketing can contribute to achieving those.
The role will consist of working alongside local recruitment teams to establish what their immediate short-term priorities are, as well as taking strategic direction from the Head of Marketing to implement longer-term marketing projects, creating multi-channel marketing campaigns that serve both purposes.
The role requires a versatile, generalist marketer that has multi-channel marketing experience and is proficient in both analytical and creative demands. We offer a clearly defined career progression plan and continuous professional development opportunities for someone that is ambitious and wants to make a difference.
Responsibilities and Duties
SEO
- Optimise copy and landing pages for search engine marketing
- Perform ongoing keyword discovery, expansion and optimisation
- Research and implement search engine optimization recommendations
- Research and analyse competitor keyword profiles
- Develop and implement a link building strategy
- Work alongside the wider marketing team to drive SEO in content creation
- Recommend changes to website architecture, content, linking and other factors to improve SEO for target keywords.
Website
- Plan and implement web-based marketing strategies and campaigns via the company's Health and Social Care website
- Collaborate with web development and design teams to enhance web performance and user experience on key measurables
- Drive inbound traffic to the company's website through a variety of mediums, including social media, email, PPC, paid advertising, and other digital marketing channels
- Create and deploy marketing tactics on the site designed to increase onp-site conversions
- Coordinate with wider marketing team members to ensure active promotions and campaigns are represented on the website.
- Develop current knowledge of trends and developments in online marketing.
Reputation Management
- Monitor and improve upon review platforms, identifying ways of leveraging brand advocacy from our existing candidates/clients to appeal, persuade and convince prospective customers to use Prospero.
- Cultivate more trust in the brand by giving customers a place to review our business, as well as respond to people, using this feedback to improve upon what we do going forwards
- Use positive reviews collected in all areas of our marketing to deliver compelling external comms that enhances Prospero's reputation
Analytics / Data insight
- Review website performance data on Google Analytics, analysing traffic, engagement and conversion metrics
- Provide in-depth and insightful custom reports to communicate key metrics and findings to Head of Marketing
- Recommend changes to improve user experience and on-site conversions
- Analyse campaign data and adjust strategies to deliver improved results across agreed deliverables
- Assisting the Head of Marketing in preparing end-to-end, year-on-year candidate acquisition reports using Google Analytics and our CRM, detailing conversion rates, key performance metrics and ROI.
- Analysing data to identify trends and provide actionable insights, supporting strategic decision-making and optimisation of marketing efforts
Email Marketing and Automations
- Delivery of email marketing campaigns, both reactive and proactive, designed to generate inbound leads.
- Creation and monitoring of HubSpot automations, including setting up workflows, email marketing campaigns, and lead nurturing sequences
- Monitoring key performance metrics such as open rate, click-through rate and sharing candidate insight with wider team
- Helping to cultivate stronger relationships with candidates and nurturing them along the sales cycle via multi-touch personalised content
- Assisting with business development objectives by targeting clients to help develop more meaningful relationships, with a view to securing more vacancies
Advertising
- Create, manage and adapt social media paid Ads on Facebook to align with regional an team specific candidate or client requirements
- Working alongside our dedicated PPC partner agency to agree upon target keywords and locations to generate more traffic through to the website and an increase in inbound leads
- Track leads end-to-end through to the point of conversion, becoming in-tune with tracking the entire candidate journey: Prospect > MQL > Lead > SQL > Placement
Job board management
- Day to day management of HSC teams job board access, overseeing licences, CV searching and advert credit distribution across all offices
- Contribute to job board reporting, including weekly reports, as well as assisting the Head of Marketing with collation of data for company-wide candidate acquisition and utilisation analysis
- Make budgetary recommendations based on job board performance data for where job board investment is best placed to achieve optimal results
- Working alongside Job Board Contacts to ensure that best practice is followed and teams are aware of new features and tools
- Organising and coordinating training and the distribution of learning resources for teams and new starters