The document discusses how PR and marketing can help recruitment, HR, and talent management firms make money. It suggests using PR to generate familiarity, attract consultants, and create value for clients. However, PR and marketing are often seen only as costs rather than investments. The document provides tips on developing a PR strategy including identifying your USP, engaging stakeholders, using media relations in business development, creating shareable content, and measuring outputs, outcomes and business results to determine ROI. Integrating PR into the business development cycle can help lead to new clients and assignments.

1. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
How to make money from PR
& Marketing

2. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Who are these people?
Tracey Barrett
@BlueSkyPR
tracey@bluesky-pr.com

3. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Why Bother?
• Familiarity
• Consultant Attraction
• Value creation

4. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
How is marketing & PR perceived?
• Often seen as a cost rather than an
investment
• Still a challenge equating marketing
and revenue
• Sales led organisations see leads as
generated by sales
• Marketing & PR should be lead
generators
• Marketing and PR should be measured

5. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The year ahead - An evolving sector
• Your clients have lots of routes to talent pools
• Adding and demonstrating value is key
• Differentiation – but how?

6. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
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
USP
Our 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!

7. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The power of three
• More clients
• More candidates
• More great people to work for you

8. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
It’s all about engagement!

9. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Media relations as part of the business
development strategy
• Credibility
• Shareability
• Stretchability…….into other forms of content

10. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
But where? Ego or benefit?

11. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Having something to say

12. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Shaping the message
The people agenda

13. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The people agenda
data
surveys
piggybacking
Advice
Public
information
events
opinion
Human
interest

14. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - data

15. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - surveys

16. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - events

17. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - opinion

18. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - advice

19. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action - piggybacking

20. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action – public info

21. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
The principle in action – human interest

22. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
PR doesn’t stand for press relations
Stretch that coverage!

23. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Why PR matters
What does Tom want? What does Angela want?

24. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Getting ROI
You can start with…
…community sizes, web traffic and shares…
…but you have to know what you are measuring against

25. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
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!”

26. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
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!”

27. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
• Outputs – getting read – getting shared
• Outcomes – what is happening to…traffic/social
shares/LinkedIn profile views
• Business Results - Building PR into the BD cycle

28. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
……And finally
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
…..who wouldn’t want that ??

29. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Questions?
tracey@bluesky-pr.com
www.bluesky-pr.com
Recruitment Marketing Masterclass in London 20 September