Why time on hold is money

Mark Williamson

Mark Williamson explains how recruitment agencies can transform hold time into a valuable marketing opportunity.

For recruitment agencies acting as a middleman between employers and jobseekers, the telephone is a key sales tool.

Whether it’s talking to a business about a job specification or coordinating an interview with a candidate, a phone call often represents the first point of contact between all involved.

But what happens if the call is handled poorly? If an employer or candidate rings a recruitment agency for the first time, their ears are their only tool for forming an initial judgement, so it is important that what they hear reflects the desired brand values and image.

Being greeted with an unfriendly voice or being left on hold with only repetitive beeps for company could forge a lasting negative opinion in the caller’s mind. In fact, a recent survey of 1,000 British consumers by PH Media Group discovered 73% of respondents wouldn’t do repeat business with a company if their first call wasn’t handled to expectations, meaning your agency is missing out on a potential inbound lead.

Hold their attention

Providing telephone training to staff and setting an appropriate tone represents a good starting point. But although shaping employee behaviour is important when it comes to good call handling, it isn’t the only thing that should be considered.

Recent research of 3,630 UK businesses by PH Media Group found recruitment agencies keep callers on hold for an average of 25.60 seconds before they reach their intended destination.

Unfortunately, hold time is almost impossible to avoid. Perhaps a candidate needs more information about the job which isn’t to hand or an employer needs to speak with a recruiter who is a specialist in a certain field.

In these instances, it is important to make sure the experience is not seen as an inconvenience or a negative. Making sure callers are kept engaged and entertained ensures they don’t switch off or, even worse, get put off completely.

A golden opportunity

Visual branding is often at the forefront of any company’s marketing plan. A lot of consideration is given to how the business looks at first glance but many often forget about the commercial benefits of audio branding too.

If callers are subjected to repetitive beeps, poor-quality music or even silence while they wait on hold, it can leave them feeling unappreciated as a customer. In fact, previous research revealed 50% of callers will hang up after 20 seconds if forced to listen to silence while they wait on hold.

By implementing on-hold marketing – brand-congruent voice and music messages played to customers when they are put on hold – it offers recruitment agencies the chance to speak directly to an attentive audience.

What many businesses also fail to realise is that this ‘dead air’ created by on-hold time provides a golden opportunity to market and cross-sell products and services.

For example, a client may ring an agency to talk through one UK-based job, only to be made aware of the fact that the company also specialises in overseas recruitment and offers a complete package for the provision.

The messaging can also promote the skills and experience of the company and its staff, publicising its industry awards and accreditations to help provide reassurance to callers about the quality of its service.

Equally, messages can also benefit candidates, making them aware of the different ways the agency can assist them in their job search, such as an online job database or interview tips.

Spark brand recognition

Hearing is one of our strongest senses, having a powerful effect on our subconscious, particularly when it comes to sparking brand recognition. Therefore, it is essential to choose voice and music that reflect your particular company values.

In terms of choosing a voice, consider what gender and age best represents your business. Recruitment firms tend to opt for a male voice, aged between 30 and 35 with an honest and warm tone.

A masculine voice is generally perceived as professional and authoritative, reassuring callers of the recruiter’s expertise. A female voice, on the other hand, is largely seen as soothing and welcoming so ideal for industries where a calming tone is needed.

When it comes to music, an existing track can easily have negative connotations for a listener. By creating a bespoke tune using attributes such as volume, pitch and tempo, it rids the possibility of previous associations. The music that recruitment agencies use tends to be corporate in style, with inspiring and driven elements.

Feel more valued

On-hold communications deliver an ideal opportunity to speak directly to customers in a way that best reflects the image and values the company is attempting to portray.

Given that PH Media Group research found 51% of callers feel more valued if they hear a tailor-made voice and music message while on hold, the benefits of giving careful consideration to how well your agency sounds are clear.

Mark Williamson is sales and marketing director at PH Media Group.