worshop final oct 16 for slideshare

BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones

PR & Content for Recruiters Workshop

19 October 2016


Who are these people?Tracey Barrett@BlueSkyPR

PR and communications specialist for the recruitment sector


Who are these people?Lisa Jones@LisaMariJones

Recruitment Marketing Evangelist (and cake lover!)


Your current activity? Candidate/client attraction

techniques? PR? Production and sharing of content? Measurement?


TODAY Business case and ROI Content PR Social Cool tech for marketing & PR Awards Mailers Employer Brand Adverts ROI


Why bother with content and marketing??

What’s the business case? What’s the ROI?

BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 7

ROI – not just about £$€

Time

ContentEmotion

ClicksCommunityCash

How can you generate ROI

from Marketing?


An evolving sector

Your clients have lots of routes to talent pools

Adding and demonstrating value is key

Differentiation – but how?


A great PR and Marketing strategy…

…. is all about attraction and engagement

What are you offering of value?


USPs = BS… Recruiting is a process

We are able to service our clients effectively and can offer excellent service in all areas. It’s a true USP that enables us to be a supplier of choice

Ultimately we are a

people driven business

- & the bottom line is

that THAT is our

biggest USPOur USP -our methodology

helps define the role into

key

competencies, enabling

the selection process to

become more objective

rather than relying on ‘gut

feel’

our USP is we like to treat our clients and candidates with care and respect plus offer quality support!


It’s all about engagement!


Content

Which doesn’t cause discontent


Content is an F word!


QuestionI say content – you say…?


Great content ~ crap marketing?

I can’t track ROI

Leads I pass over

magically disappear

My recruiters won’t engage

with my content My recruiters

don’t think marketing is

their jobMy CRM is useless to

meGetting content from them –m like blood

from a stone!


Stats!Blogging and mailers

remain the most effective content

types

Less than 50% of marketers have a content strategy

72% of marketers are inconsistent, basic or

limited in content marketing

Only 9% of marketers feel that they are

extremely effective at measuring ROI

*Curata and HubSpot


Candidate shortage?

Rubbish!

There’s an interested candidate shortage…


Contentshortage? Rubbish!

400 hours of YouTube content per minute

There’s a relevant content

shortage…55,555 Instagram photos

uploaded per minute


A content strategy or just a content plan?

Too much planning, not

enough outcome or

ROI

There seems to be a new approach… Post and run like the wind!


“I’m too busy to market

myself”

“I look busy if I spend 50% of my

day sourcing!”

We need to remember that

sourcing is clever, but attracting is

genius!


Why recruiters don’t “see” or “feel” content ROI

My KPIs don’t need me to

“market”

You’re not speaking my

language!

I’m not targeted on clean data or

community growth

I have no idea what you do!You’re the

“CID”

The leads you generate are

“pants”


Be your Recruiters’

Friend (and hero)!


Poll

How often do you meet with your content team (recruiters?)


What is the job of content?


Function is to Fix

Solve a problem


Ask Google!

(and Twitter!)


Thanks @RingoMoss @PositiveBristol

Images are processed

60,000 quicker than

textImages are

remembered more!


Content Types

And video and sound! Cards & images


Poll

How often do you blog?


Frequency

Post and stay!

How often do you need to blog to generate ROI?

5What is your

marketing plan for your content?


Writing Content – Getting Read…Getting Shared

Think Clickbait!


Writing Content - Importance of Headlines

Abbott Ditches its Drug Business

Amputation may improve Abbott’s prognosis

Before: 795After: 2995 + 277%


Writing Content : Make bold statements

Be assertive : but be prepared to back it up


Writing Content : be unexpected


Writing Content - use the news - think SE0

What or who might people be searching for?


Writing Content:Use active/muscular words

Rescues rather than helps Surges rather than rises Slams rather than criticises


PR


PR as part of the content strategy

Credibility Shareability


But where?

Ego or benefit?


Having something to say

data

surveys

piggybacking

Advice

Public information

events

opinion

Human interest


Shaping the message - The people agenda


The press release

Workplace diversity a “glorified PR stunt” according to UK accountants


Social Media


Use social successfully(Don’t just use it!)

Which streams can you use? Who are your audiences? Repurposing content across social media

streams Mobile!


Talent spends time researching a

company before engaging

2 hours

What is so special about you?


Who are your audiences?


Mobile is SO yesterday!


When are you most engaged with your phone?

BE HONEST!


Are your:

copy, adverts, profiles

geared up for people mobile surfing?


Awards


Why enter for a recruitment award?? Blow some cash Opportunity to lose weight and get

into that little black dress Waste some time Increase your already busy

workload Create stress / demoralise your

team


Or, perhaps some hard figures? Increase sales (37% / 77%) Improve stock price (44%) Influence your buyers (80%) Improve confidence in your supplier

status (49%) Outperform award “losers” --- 17% for

sales and 36% for share value*British Quality Foundation / Hendricks and Singhal


Things to do before

entering an award

1. Agree the goal of winning

2. Ask the awarding body what their marketing process is

3. Speak to previous entrants

4. Have a battle plan (and a resource!)

5. Agree your ROI model – what are you measuring?


1. Tell your company!2. Tell your clients3. Tell your competitors (ideal recruits?)4. Adjust email signatures5. Adjust mailers / eshots6. Adjust social media banners7. Get a quote from your leader8. Create content (blog / images / video)9. Have a marketing plan for the night of event10.Assume a hangover and get everything ready for

the day after

10 things to do as a finalist,

before the “big night”


1. Try and stay (relatively) sober!2. Tweet – use the hashtag3. Lots of pictures (that look good without

beer goggles!)4. Video of winning the award5. Video quote from the organiser of the

award6. Get a “feelings” list from the team 7. Use Instagram/Facebook (hashtags and

emoticons)8. Engage with the organisers online

Things to do during

the awards

Send someone who gets social media!


1. Measure the ROI2. Survey your staff, clients and candidates (to market

your win!)3. Create content4. Adjust all online channel branding5. Email signatures6. Video quote from your leader/winner7. Adjust job adverts8. Create a podcast!9. Capitalise on your win

Things to do after the

awards

Measure and communicate the ROI


ROI

What to measure?


1. Clicks Meet the team pages Awards page / blog Other content you create to market your win “bitly” it to measure it!

2. Happiness – ask people how they feel! Clients Candidates Staff

3. Leads / cash – are you generating more as a result of being an award winner / finalist?


Mailers


Regular Mailers

Communicate with and nurture your community

Weekly? Monthly? Stay in their peripheral vision


Employer Brand


Employer brand - It’s a conundrum! Biggest barrier to growth

Great at doing it for others

Why are we less successful for ourselves?

61% of recruitment firms say that accessing the

right talent to cope with growth is their number

one challenge (APSCo Deloitte Recruitment

Index )


HR or Marketing?


The importance of marketing “Best in class companies are 68% more likely than others to

involve their marketing department in employer branding”

Source: Aberdeen Group 2016”


Recruitment marketing keeps people engaged


Recruitment marketing does

wonders for business


Job Adverts


What percentage of applications are made from a desktop device

93%

What is so special about you / your job to get them to “log on”?


Pimp your Job Adverts

Dump the spec!

Demonstrate, purpose innovation and a desirable employer


Measuring ROI


ROI - How can you measure success?

“We had a consultant who earned a 17k fee from a client who had ‘called up out of the blue’. When we tracked it we

found that the client had downloaded a thought

leadership article we had in the press from the website – and that the link had come from

Twitter

“When I joined, we were making most of our placements from Accountancy

Age – which was odd given that we hadn't advertised there for 2 years – it was simply the first option on the drop

down menu!”


Start withCommunity sizes, impressions, shares

LTE – life time value Net pay for

leads converted

TECCCC!Leads

Get excited about Ask everyone regularly how

they would convert leads

without marketing!


What’s the business plan?

“Often I was trying to build a marketing strategy around the gut feel of the MD as

to the general direction in which the company was going – it’s pretty difficult

to build a marketing strategy without the context!”


ROI

Outputs – getting read – getting shared Outcomes – what is happening to…traffic/social

shares/LinkedIn profile views Business Results - Building PR into the BD cycle


A recent article for one of our clients in European Oil and Gas magazine prompted a new client to give them assignments worth more than £100,000 in potential fee income.


What’s your plan now?

Documents

worshop final oct 16 for slideshare