I am currently building a platform that will match job seekers with companies. The goal of the platform is to bring companies to advertise their openings on the platform. I am looking for ways to reach out to small companies and have them post jobs openings on the platform.
What could be a good channel for reaching out? Facebook, Twitter, direct contact?
I am Bob and I have helped several platform (marketplace) startups on growth, monetization and other topics.
I'd really value a bit more info about your startup, how are you monetizing? Do the companies pay a fee and if yes, is it on a monthly basis or per job posted or other?
Anyway, there is no "best channel" rule for growth and my advice is to always test a few different channels on a small scale. Then gather results and increase your focus on the channel(s) that work best.
Of course, there are a few channels that are used by almost any tech startup like:
- Social Media Marketing (Facebook, Twitter etc)
- Cold Calling/Emailing
* Direct 1-on-1 (visiting the companies and presenting your startup)
I put the last one with * because if you are at a very early stage (haven't even launched your platform/website online) or you are as you said, currently building, this is a channel I would go for, if I were in your shoes.
At this stage, apart from acquiring the actual users to feed the one side of the market (the companies which will post the jobs) what's very important is for you to understand their needs, too. Talk to them, present them your idea and why you are different/better than other existing solutions.
Even if you use other channels (mostly depends on your budget), it's essential for your stage to get a deep understanding of your users and market.
I'd be happy to discuss more on your platform, how to boost your growth, initial outreaches, onboarding optimization and more through a call.
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To your success
From my experience it is best to assemble a sales team and make them do some cold calling. I believe that speaking to start-ups personally will gain you more companies to post jobs on your platform.
I would also advise you to go on LinkdIn and look around the job listings there to see which companies are offering them; then contact them to perhaps post on your platform.
You should show them why you are better and why it will benefit them from posting on your platform versus others. I believe that finding the companies through LinkedIn and such will make you able to attain a large customer base rather quickly.
If you need anymore help feel free to give me a call. I am currently doing a free 15 minute consultation so just message me for the discount code.
The best channel would be the one with the biggest difference between the customer life time value (LTV) an the cost of his acquisition (CAC); provided of course that there is not big limit on its throughput (some channels may simple have limit capacity i.e. your network).
Anyway you probably would have to try to be efficient and try to target them with some mass weapon (probably their LTV is lower than for big customers). My guess would be:
1. Some content marketing: Slideshare (both presentation on your product as well as around the efficiency of workers, recruiting etc.), Linkedin especially group discussion and sharing of your staff from your blog or slideshare. Good try would be probably also Youtube channel and youtube ads
2. Mass events. Conferences around the topic, networking events – there you can present yourself and strengthen your position as the expert on the topic
3. Cold calling – use Linkedin for it and their premium version
4. Partners and affiliation / success fees . Since they have low LTV talk with partners who are already selling them staff. In Poland we have for example a company selling cafeteria system / benefit programs. They can sell you directly or through their channels. Talk with SaaS providers for the small and medium companies (SME) especially connected w. A good partners could be companies selling e-learning solutions, training companies etc.
5. Integrate. Analyze the pains of the typical HR manager at the SME and build within your solution something which solves the pain for them i.e. does some sort of statistics their need for their bosses or helps them rank the candidates. You can also build heavy knowledge base where you keep ready-made solutions for them that make their work much easier.
6. Referral program. Create a system where people get something for referring you i.e. free training for something, access to nice software for longer etc.
That would my first choices. For more I would need more data on it