1. Dark side.tv
P
PhD in
JANUARY
2012
ww E
Entrepreneurship
w. the
www.SSG-PhD.tv
Happy
New
Year?....
How to escape the
2012 doom & gloom
(page 13)
Inside this issue:
Selling Up! Part Deux : 3 Ways to SYOB
Develop a Press Release : PAYE & NI
Meet SSG’s New Girl : Making the most of SKYPE
Very Feb
BLAST OFF! Soon BLAST OFF! 2012
R N
?
Your Best Friend
You from Home!
Bob made the break and he
Happy, content & safe in
the knowledge that whatever you E is doing well. You try to be pleased
for him of course, but as Morrisey
acheive will be for you and your family.
Never did the phrase ‘work for X might sing ‘we hate it when our
U
friends are successful’.Tough to
someone else’ sound so silly, you’re
motivated & progressing your life
Why not call David on
T watch. It should have been you.
Why not call ‘The Samaritans’
01442 200944 to chat through or Bob (ask him for a job?)
how to break free
11. A smile will add thousands to the to be able to successfully trade without NEXT STEPS
valuation of your business. the vendor!
Let’s assume that you are now
Make sure that you are sincere, even if Groom a Company properly and who the convinced that you want to sell your
you fake it! hell needs the guy that started the business.
business?
Just think about it – when you buy You have completed all of the
anything, don’t you respond to how the TRIAL RUNS preliminary work – the mini-DD, the
goods are presented, how the salesman Believe it or not, it is not that hard to trial grooming process, the external
reacts, if the parking is easy, if the shop is run a due diligence process. expenditure.
clean?
There are lots of lists and pro-forma The next thing is to is to find a buyer!
WHY BOTHER? grooming packs which can be used to
have a DIY test run. You would have thought that this
‘Why bother?’ Chubby asked, exhausted would be the tricky bit, but
by the whole idea – ‘What is wrong with Deep down most vendors of a business interestingly enough; this is the one
just making money?’ already know what is wrong with their part of the process that you ought to
business. feel supremely confident!!
Well, of course Chubby was both right
As a test, just ask yourself if you would Next time we will look at how to
and wrong at the same time.
feel happy that your business could identify the guy with the cash to make
survive for 6 months were you to decide your dreams become reality!
Making money (profits) is essential to
to raise money for charity by cycling
successfully sell a recruitment venture
around the World on a tandem with your
but it really isn’t enough.
Mother-in-Law.
Most purchasers firmly believe that as What would you want to have in place
soon as Chubby has his millions, dear old before you left on that magical journey?
Chubby is off – almost immediately in a
metaphorical sense but quite soon too in Would you feel happy that your
a physical sense. ‘Management Team’ could manage
without you?
A ‘Trade Sale’ of a Recruitment Business
would normally require Chubby to enter Did you ever have time to finish that
into two agreements (as part of the sales disaster recovery plan?
process).
Are the accounts up to date and did you
The first would be a Service Contract and ever organise that Insurance renewal?
the second a Restrictive Covenant of
some kind. No, I didn’t think so.
Typically, vendors like Chubby would So, what does Chubby do?
have no real problems with agreeing to a
Restrictive Covenant (who wants to work Easy really – just pay for an external firm
in that Recruitment market again once to come in and complete a mini-DD (due
they have their money?) but a Service diligence) report.
Contract might require Chubby to hang
about for a year or two once he has sold
It might seem expensive for someone to
the business.
tell you stuff that you already knew deep
down, but in forcing you to address the Sometimes, the next step is fairly
That is not such a great prospect. key areas involved in successfully obvious.
grooming your business, you might
The reason that purchasers are so make hundreds of thousands more as DON’T FORGET
insistent that the due diligence process part of any sale.
of followed so carefully and the reason If you want to chat about any of the
that a vendor ought to be so careful with How does the old saying go? Ah, yes – I process of grooming your business for
the grooming of their business is that remember now! a sale, just pick up the phone and give
most participants will agree that the SSG a call.
longer a Service Contract is, the less ‘’If you think that getting expert
chance there is that it will be adhered to. advice is expensive, try selling a We will either be able to help
business without it’’ immediately or will know someone
That means that we all want a Company (Red Adair – Oil Safety Expert). that can.
11
12. Someone New
Jane Fisher -
Business Launch Manager
I’d like to introduce myself. I started in After the Executive Director was
January as the new Launch Manager at replaced, I left and took on the role of PA
SSG. to the Group Finance Director and the
CEO of Adelie, a busy ‘Food to Go’ Jane Fisher
We are confident that our ‘tried and company supplying coffee shops, Our latest New Recruit!
tested’ launch process is very slick and supermarkets, garage forecourts and the
professional and it has, until now, been airline industry. I’ve organised conferences, corporate
managed by Clare Armstrong. days, team meetings and board dinners
During my years as a PA, I’ve produced and, my favourite of all time, a themed
At SSG we understand both the board packs, reports, newsletters, staff Christmas party for 400 people with
importance of the launch and the need presentations and have also coordinated a nice healthy budget!
for ongoing client support. two company websites from start to
finish. Unfortunately, to my great
So that we can maintain our strong disappointment, I’ve never been asked
service with the ever-growing number of to organise a corporate day at
new clients, Clare will look after existing Wimbledon although I did manage to
clients whilst I will concentrate on get tickets in the ballot for the men’s final
getting the new ones up and running. last year.
We hope that this new arrangement will On a personal level, I love swimming and
give all our clients the best possible pilates.
service.
I’m also a real foodie – highlights of last
My background year were going to Heston Blumenthal’s
new restaurant ‘Dinner’ at the Mandarin
In a nutshell, I’m a board level PA with a Oriental in March and watching Michel
creative edge! Roux Jr. cook live at the Masterchef Live
show at Olympia in November.
I’ve worked as a senior PA, mainly in
Sales & Marketing, for the last 8 years.
I’m looking forward to getting immersed
in my new role and will be working
Prior to this, I worked at Ernst & Young in
closely with Clare at all times.
the company secretarial department.
Jane Fisher
My time at E&Y gave me a good insight jane@supportservicesgroup.tv
into the process of launching a company Even as a girl, Jane loved to cook!
through to the required on-going
compliance with the Registrar of
Companies (Companies House) For both websites, I produced an initial
draft text and then encouraged the
I have worked as a senior PA for several directors to check, write and re-write
Managing Directors. From 2004 to 2007 their respective pages.
I worked for the MD of Sales & Marketing
at OAG (part of the UBM Group and Creation of the web-sites was
provider of all airline data to airlines, particularly enjoyable as it included
airports and the air transport industry). project management, briefing
designers, copy-writing, proof-reading
In 2007 I moved to the Facilities Services and organising photo shoots.
Group in Aylesbury as PA to the
Executive Director of a busy facilities Event coordination is another area in
management company. which I’ve had a lot of experience.
12
13. Doom and Gloom
DOOM & GLOOM IS FOR LOSERS!
Let’s have a happy 2012
It would be easy to allow the ‘prophets of within the wonderful World of In other words, if the average Recruiter
doom’ to be right! 2012 is going to be Recruitment. working through SSG was electronically
tougher than 2011 - which was worse tagged at ‘100’ in 2008, are they going
than the Lehman induced crisis of It is true that we might worry more than the right way (more than 100) or the
2008/09 & we are facing the worst global we did, but we are not financially worse wrong, recessionary, doom & gloom
conditions since the 1930’s. off and we are proving to be more way (down) year on year?
resilient than others.
OK, let’s not ‘kid a kidder’. 2008 - 100
It might just be that the old clichéd
There is no doubt that things are not arguments about the business agility of a
easy and nor are they likely to be 2009 - 103
small firm will always respond better to
throughout 2012. tougher economic climates or it might be
2010 - 107
that end-clients prefer to deal with a
We are after all, regular recipients of Recruiter for whom it is obvious that their
economic data and employment 2011 - 114
account is a huge priority
‘updates’ confirming what we already
know – recruitment is not as easy as it So, what do we actually know from
once was these facts and what can we learn from
the Recruiters themselves?
But, let’s also get this in some sort of
reasonable perspective. What are they doing that we all ought
to do?
If you are an owner of a small
recruitment business (or a lone WHAT DO WE KNOW?
Recruiter) you have (empirically) faired a
lot better than the big boys (both A placement is a placement
‘Corporate’ & multi-site independents) whether it is made during a
since the 2008 downturn. recession or a boom.
You always know which way you
ought to go! The Eurozone does not stop you
from CV Searching or Emailing a
Whatever the reasons, our own evidence CV.
(based on the actual placements
numbers achieved by over 130 If you get out of bed and make a
independent recruitment businesses) in phone call you are significantly
the years 2008, 2009, 2010 & 2011 show more likely to identify a vacancy
that far from incomes failing, they have than if you hit the snooze alarm.
risen year on year.
Yep, that’s right – fee income has Every temp’ placed by a
increased every year since the big crash. Recruiter was approached by
the Recruiter who placed them.
The Eurozone, the plunging stock market,
the rise in unemployment, the increase in The harder Recruiters tend to
inflation, the fall in manufacturing, the work, the luckier they tend to
rise in competition, the threat of Greek get.
default, the awful dress sense of
I may be worrying more now, Chancellor Merkel – nothing can stop There is no such thing as an
but I still look cool Bob, Sally, Raymond, Clare, David, Terry or easy year in Recruitment.
Peter from making a placement in Essex,
Although we budding entrepreneurs or in Surrey, or Birmingham or anywhere Employers want to know that
have seen tougher times and more else it would seem. you need their business.
significant mental challenges than we are
used to, we have (apparently) continued Using 2008 as our base, the following Candidates’ always want to get
to make placements and our income has figures represent actual fee income per a better job.
not suffered quite as much as others recruiter client
13
14. LET’S ALL LEARN SOMETHING If it works, you still need to look for new
business.
What would our super Recruitment
Training Guru (Mike Walmsley) suggest If it doesn’t work, you still need to look for
that independent Recruiters should do, new business.
especially in trying times?
PADDLE YOUR OWN CANOE ACT INTO A NEW WAY OF
THINKING
Don’t follow the herd.
If you are not the person (Recruiter) All the tools you need to do your own
Sheep rarely know which recruitment that you want to be – just click your thing
market is likely to generate fee income. fingers and pretend that you are.
This is where you define a geography & a
Do your own market research and be Do it now – in an instant. job type and SSG run a search of millions
aggressive in what you believe.
Don’t plan; just start behaving the way of job boards & end employer web sites
ONE IMPROVEMENT A WEEK that you believe that an ideal Recruiter so that we can return to you an excel
(person) would behave. spreadsheet with the vacancy details.
Whatever level of success (or difficulty)
Superstars start by pretending to be It is easy of course but it can also provide
you enjoy (face), improve.
Superstars. you with the spur to look at a new
Don’t try to reinvent the wheel, just take employment market.
something very simple and make it Idiots always act like idiots.
better. If you are struggling in one discipline
Focus on process not inspiration but then look at another.
always record your improvement – 6 COMMUNICATE
It doesn’t have to be any more
months of tiny weekly improvements will
Do not sit alone and feel sorry for complicated than that really.
pull though real income.
yourself.
CANDIDATES: JOB BOARDS
What a waste of time. It will achieve
absolutely nothing. Even if you feel short of applicants for
your own specialist market (& before you
If you need to chat, want help or want give up, why not chat with SSG to see if
to share good news then you need to we can provide additional access to
force yourself to communicate. useful job boards?), why not use the
multi-disciplinary nature of the job
Telephone, email, text, tweet – boards to recruit either your specialist
whatever, but just get in touch with candidates types across a wider
Click your fingers & be who you want family or friends or your support geography OR why not use the
to be! buddies at SSG. multi-disciplinary nature of the job
boards to recruit new candidates types
DO THE BASICS for your existing geographical market?
Talking makes you money not wastes
If you don’t get out of bed, you will not your time.
make that call. NEXT STEP
If you communicate, you will learn.
If you don’t make that call, then you won’t When you get to a cross road where you
get the vacancy. If you learn then you earn! can go either way, choose the way that
you know that you will to eventually have
If you don’t get the vacancy, then you A FEW TOOLS to take.
won’t set up the interview.
Ok, apart from the bleeding obvious Don’t agonise. Just ‘screw the nut’ as they
No interview = no offer.
(i.e. that you need to actually do the say in the Army.
No offer leads to zero placements. job), all that is required to make At the end of the day, it is better to work
Simple facts – just get out of bed and get money in recruitment is enough for yourself and generate 4k per month
on with it. Simple. vacancies and enough applicants. than it is to work for someone else and
need to generate 10k.
PASS & MOVE That being the case, it is especially
fortunate that SSG can provide you Value the freedom, enjoy the challenge
A poor metaphor borrowed from the with both... and make the most of the support, the
regular cliché of footballers everywhere I opportunities and the experience of
know but don’t dwell on success or VACANCIES: INNOVANTAGE those around you.
failure.
You must know all about this fantastic 2012 ought to be a great year & if it isn’t,
Just do what you do and move on. ‘Vacancy Spider’ by now? it will be at least a good year!
14
15. Expenses
To Claim or not to Claim?
SSG clients often ask what they can claim Please always back-up your claims by
back on expenses and what they cannot providing fuel receipts for the month the
and the reply is claim for everything and claim covers just to show that fuel was
we will amend the forms accordingly. put in your car during that period.
Although it may be easier for us to do this, If meetings or conferences have been
it doesn’t help you gain an understanding attended by using rail, aeroplane, car hire
of what is allowed and what isn’t. or taxi, the cost can be claimed back.
However, no VAT can be reclaimed. Gill Miles
In this article I will do my best to address
Subsistence Business telephone
the subject of claiming expenses and
You can claim back the cost of meals, The costs of running a business
hopefully, by the time you have reached
drinks and accommodation including the telephone both landline and mobile, can
the end, I will have enlightened you
VAT element whilst away from the office be claimed back in full as long as the bill is
somewhat.
on business trips. in the company name.
Should any bills of this nature be
Travel and mileage Working lunches, coffee/tea etc., for the addressed personally, than only a portion
When using your own car for business office can be claimed for, but no VAT of the bill can be reclaimed. Usually, 25%
purposes, SSG advise their clients that element. of the whole bill.
from a tax point of view it is best to use an
Inland Revenue approved scheme called Rent Uniforms
the Fixed Profit Car Scheme rather than If you have an office in your home, you The only uniforms for which the cost can
just including petrol receipts. can claim ‘Licence for use of room’ which be claimed back on are for staff you
is a cost you invoice your company on a provide who may need protective
You can claim 45 pence per mile per monthly basis. clothing, preferably with company logo,
round trip up to 10,000 miles in your for the role they are undertaking on your
personal tax year 6th April, 2011 to 5th This is calculated on how much you
behalf.
April 2012. estimate it costs you to run an office
utility wise, i.e. heating, lighting, etc.
You cannot claim for a new suit or dry
However, there is no VAT element on this
If mileage travelled exceeds 10,000 miles cleaning of suits.
to claim back.
during this period then the claim drops to
25 pence per mile. Other Expenses
VAT can only be claimed back on 13
If in doubt, The costs can be recovered for any
stationery purchases, postage, insurance
– public liability, and any equipment
pence of the mileage travelled, for
example, if you are claiming 32 miles to claim for it! bought for the business.
your destination and back, then the sum
is 32 x 45p = £14.40. Charitable donations can also be
Business Entertaining and Gifts
reclaimed.
In general VAT cannot be claimed back on
The VAT element is 32 x 0.13 x 1 ÷ 6 = 0.69 business entertainment or gifts.
pence. Finally, please note that although I have
However, you can claim back the costs of attempted to explain the type of things
When using this scheme, you can claim dining with your clients, providing hotel you can claim for and what you can’t,
for travelling to meetings with clients and accommodation, tickets to concerts or there is no exact science when it comes to
candidates, visits to the shops for the theatre, sporting events and clubs, the subject of claiming expenses for your
etc. particular business.
stationery, office equipment, etc.
Gifts can be defined as wine/spirits, The general rule is if you can justify that
However, you cannot claim mileage to the cost of an item you are claiming is for
chocolates, flowers or retail vouchers.
and from your place of work. the good of your business, then you
Employee entertainment should recoup the cost.
You also cannot claim ‘on top’ for the MOT, Entertainment provided to employees as
service, insurance or tax. an incentive or rewards such as staff Should you have any queries or would
parties, team building exercises and staff like to know more, then please do not
The mileage claimed per month includes outings, etc., can be claimed back with hesitate to contact either myself or
the running costs. the VAT element. Darren.
15
16. The Voice of Vikki
ACCOUNTS Made
mp le!
& a tiny bit
PAYE & NI (Pay As You Earn &
National Insurance)
This is the system HMRC uses to collect
Si carries forward your Employees Totals for
the Tax Year.
The P45 will also show the Tax Code
Income Tax & National Insurance which should be entered onto your
Contributions from Employees who “pay Payroll system, this currently stands at
as they earn“. 747L meaning you can earn £7,476 a Tax
Year before paying Tax, this allows the
As an Employer, Employing people to system to work out how much PAYE & NI
work for you, (Employees) whether to take from each Employee.
Temporary or Permanent, you will
“collect” Income Tax and National 2 letters and 5 numbers so your At the start of each tax year HMRC may
Insurance from Employees each pay Reference may read 107/KB22553. send details of new tax codes for your
period to pay to HMRC on their behalf. Employees, these codes will need to be
HMRC will also send your Accounts adjusted on your payroll system as this
You need to make your payment to Office Reference which may read affects the Tax taken.
HMRC either monthly by the 19th of the 107PV10866788 you will need to quote
month following your pay period or the this reference when making your If however a new Employee doesn’t have
22nd if paying electronically or quarterly payments to HMRC. a P45 they will need to fill out a P46,
by arrangement with HMRC. ticking the appropriate box which relates
PLEASE NOTE : Clients can get confused to them.
If you are late making payments or with a few similar payments made to
haven’t filed a “nil” return by the due HMRC for VAT, Corporation Tax & PAYE & As when an Employee starts working
date, HMRC could charge you interest! NI as some of the bank account details with you they “leave” your Employment
are the same, so I’d say double check the you will need to issue them with a P45 as
Right, in the next few paragraphs I will reference for each and every one of these well, which they will take forward to their
try to explain a little of the finer things as an error could relate to you receiving a next position.
relating to PAYE & NI!!!! charge for late payment!
At the end of each Tax Year you will need
If you Employ anyone within your PAYE - Pay As You Earn to supply each and every Employee with
company you will need to be registered a P60 which summarises their pay and
for PAYE & NI. When you as an Employer, Employ a new deductions for the year, to be given to
recruit to work for your Company they them by the 1st June following the Tax
SSG Recruitment Ltd will start this will ideally provide you with a P45. Year.
process for you, registering your
You will also need to supply all
Company with HMRC. The P45 will show all the Total Pay to Employees with a payslips of sorts.
Date and Total Tax to Date.
HMRC will then send details of your PAYE If you do not supply an itemised payslip
Office Number, usually 3 numbers It is important that these details are to your Employee they could complain to
followed by your PAY Reference usually entered onto your Payroll system as this
PAYE the Employment Tribu
Tribunal!
! !
OFF Dec
Still unsure about PAYE & NI? OFF Dec
S T 2011
ST 2011
BLA BLA
?
High Level Warehouse &
Software Industrial Temps.
Professional within Exhausting 24/7
Europe and type stuff but
the Middle East excellent GP &
All Perm & High regular work!
Invoice Values!
For more info, contact:
CALL US TODAY! For more info, contact:
clare@supportservicesgroup.tv 0845 475 9449 clare@supportservicesgroup.tv
16
17. Ok, so your Employees ask you how There are rates of NI according to how Conclusions:
much Tax the Government will charge much you earn and the Class of NI.
them on their Salary, the following PAYE & NI Contributions (Employ ‘ers &
Income Tax Rates apply: So for instance if you are paying Class 1 NI Employ ‘ees) to be made by the 19th of
Contributions the rates are: the month following pay period
Tax bandwidths:
When making payment to HMRC
You earn more than £139 per week
Basic Rate @ 20% choose correct reference relating to
and less than £817 per week you will
£1 to £35,000 PAYE & NI
pay 12% of the amount you earn
between £139 and £817. Enter Tax Code using P45 details from
Higher Rate @ 40%
You earn more than £817 per week New Employee
£35,001 to £150,000
you will also pay 2% of all the
Fascinating stuff I am sure you will agree.
Additional Rate @ 50% earnings over £817.
Want to know more or need help in
£150,001 and above getting all sorted / up to date? Just get in
Contributions are taken from Employees touch with me via
(should they be lucky enough to earn
in accordance with how much you earn
this amount they may wish they didn’t
and whether you are Employed/Self PAYE&NI@The-DarkSide.tv
as the Tax is very high!)
Employed.
This Tax is taken out of the Salary and the
Any Contributions taken are “collected”
Employee receives the “Net” pay
and used to build up your entitlement to Don’t Pull
recorded on their payslip.
certain state benefits, including state
pension. That Trigger
Keep paying your Just Yet....
When you reach your State Pension Age
National Insurance! you will not pay any further Remember, if you have missed any of the
Contributions. great articles already created by Vikki (or
any of the team at SSG), you don’t need to
NI – National Insurance Contributions ‘beat yourself up’ too much – we do have a
Some people may choose to pay library which you welcome to scan!
From the Age of 16 each person is issued “Voluntary” Contributions, they may So, to re-visit, re-call or just re-enjoy any of
with a NI Number which will be similar to choose to pay them if: Vikki’s wonderful creations, please:
BB 33 44 55 C. www.the-Darkside.tv
not working and claiming any Click on the ‘Recent Editions’ Tab
This is your personal account number benefits
Click on the miniature version of TDS
and makes sure that any contributions
haven’t paid enough contributions in This will open the latest version of TDS
made by you are recorded on the system
a year to count for state pension
to the correct account. Look to your left & click on ‘View
live abroad an want to maintain Archive
This number is with you for life and will contributions & there you are!
never change! Just by showing a little patience, you have
As an Employer (‘ers) as well as paying saved the Bunny from almost certain
Your entitlement amount of any future any Class 1 NI Contribution to HMRC for death (or at the very least a very bad
headache).
benefits which include - State Pension, your Employees (‘ees), you will pay Class
Job Seekers Allowance, Bereavement 1 NI Contributions as well to HMRC. This is If you would like any help in retrieving
past editions / articles or just want to talk
Allowance, Employment & Support calculated at the same time you calculate through what might be stored
Allowance - will depend upon the your Employees pay for the period and somewhere safe, please contact Carly
amount of contributions made so it’s paid altogether when you make your Hastings on 01442 200 946
important to keep paying NI. payment for the month.
Lemon Pasta with Herbs and Cracked Pepper :
The What: The How:
450g Dried Pasta In a large saucepan, heat up 8 pints water with 1 level
2 tablespoons fresh lemon juice tablespoon sea salt and bring to the boil
2 level tablespoons fresh lemon zest Add the pasta to the boiling water and stir once, then let it
boil briskly for 10 minutes
12 whole peppercorns, lightly crushed
Now while the pasta is coooking, the rest of the ingredients are piled into
40g fresh basil a processor with a teaspoon of salt, then one big whiz till the herbs are
25g fresh mint chopped and that’s it.
50g fresh rocket leaves Now drain the pasta and return it quickly to the saucepan with the sauce
and mix the two together.
5 spring onions, trimmed
Serve in warm bowls with a little extra zest sprinkled over each one
2 cloves garlic, peeled
Enjoy.... Yummy!
4 tablespoons extra virgin olive oil
Pop’s Pantry sea salt
Comfort Food for Fed-up Recruiters
17
18. How to develop a Press Release
“Read All About It!”
Did you know that really as a Recruitment Why not emphasise the brilliance,
Owner you ought to focus on three things integrity and thoughtfulness of your
when trying to get your ‘name out there’? process?
Apparently, it is not enough ‘these days’ to 2nd Thing:
simply hope that clients and candidates Publicise: You need to think carefully
will say great things about your business about how you promote your Company.
and that the word will ‘get out’ that you
are a serious business. This is not necessarily about telling
everyone how ‘great’ you are & how many
Apparently, you need to have a specific, placements you have made.
well rehearsed and consistent approach Getting the ‘word out’
to promoting your business. It is not just about LinkedIn (although is a massive task
Social Media is increasingly important Start-Up recruitment ventures is that the
You need to do more than your these days) and it is not just about truly successful Recruitment Companies
competitors. producing a one-off Company Brochure target themselves with all sorts of KPI’s
(although a brochure is good – PDF or which are apparently nothing to do with
There is a theory that a poor, well hard copy). making a placement.
publicised business will always make
more than a great business, based in a Publicity is an on-going, relevant and The difference between being a great
quiet town in the sleepy County best evolving feast. Why not think about a Recruiter and a good Recruitment
known for not a lot! stream of Press Release articles for Business Owner is really about how you
example?.... target and monitor your activity.
3rd Thing: A great Recruiter will focus on interviews,
offers, acceptances and so on, but a good
Network: As Mike Walmsley (Mike is the Recruitment Business Owner will then
‘Recruitment Trainer to the Stars’ who look at how much ‘Speculative’ work they
works alongside SSG, as you probably do for the business, with how much
know) might say, the 3 most important ‘Intensity’ they work and what they have
things that a Recruiter can do is to done for the business that they did not
network, network and then do a little have to do this week (please set aside
networking. your enthusiasm for our views of business
Good News is like Jam.... KPI’s until next time – please see the back
This really means developing a proper
You need to spread it thick! inside cover of this issue for more on this
Referral and Networking strategy not just
So, what are those three things that you exciting topic!!).
issuing a few random ‘invitations’ on the
ought to be doing to promote your internet! Anyway, let’s agree a route map for
business? generating a PRESS RELEASE, before we
Today, I would like to waffle on about how then look at the two primary methods for
1st Thing:
to develop a Press Release. actually getting these news stories to your
Advertise: Yep, you guessed it. audience (we will also point to a sneaky
This is about communicating to anybody
This is not just about plonking your third option!).
who may be interested in something that
requirements on to the job boards is news worthy concerning what you and THE MAGNIFICENT 7
(tempting though it is!), but more about your Company might be doing.
using the adverts themselves to We are not referring to the Cowboys of the
communicate your core values as a We are going to look at the 7 golden great 1950’s film or indeed to Snow
Company. rules that you have to follow when White’s famous little buddies.
physically generating your Press Release We of course mean the 7 sections that
The way in which you write your and then we are going to briefly talk constitute a solid Press Release:
advertisements will say an awful lot about about the options for getting that news
how you behave as an organisation. ‘out there’. 1. The Headline
It is hard to be so careful & precise (we I am not really going to try to convince The Headline must be a ‘grabber’ of
know!) but obviously you ought to try to you that you should ‘do it’. course. This grabber might be an
avoid grammatical and spelling errors, achievement, a news event or a new
inaccuracies, complications and so on. What we know from working with 130+ product for example.
18
19. The headline is usually written in bold and For example, is your news relevant to the For that money, you would be expected to
with slightly larger text than the ‘body’ of broader national news? work with the PR Agency in developing
the press release. the following:
For example, has your business grown in a
Best thing to do is to identify the key word sector that has recently suffered from cut OBJECTIVES:
in your release and use that (e.g. backs or recession?
EXPANSION or GROWTH or NEW). 6. The Contact Info’ For example, objectives might include the
obvious such as to raise your Company
If your release is news-worthy, then the profile within your chosen market, to
journalist may want to get in touch. drive traffic to your web site to engage
with your client base and so on.
So, always give the following information
at the foot of your press release:
ROUTE MAP:
Company’s official name: Media Contact
(or you if you don’t have one!): Address: This is really about defining how these
Telephone / Fax: Mobile Numbers: objectives will be met.
Did you know this image
is really a metaphor? Availability times: E-mail & Web Site
Address. Typically, an Agency will discuss a range of
solutions involving Press Release articles,
2. The Body Copy
7. The End White Papers, Expert Articles, SEO work &
Your first sentence should concisely say Social Media.
To look professional and to signal the end
what the release is about.
of your press release, you should centre Please note that we will look at what these
directly underneath your article with 3 x terms actually mean in the next issue of
The next couple of sentences should
the hash (#) symbol! TDS.
expand on the lead and then you ought to
launch into the body-copy – i.e. short, WHAT NEXT?
sharp sentences avoiding jargon & It will then be the responsibility of the PR
repetition. Then, deal with facts, figures So, you have a well constructed Agency to generate a schedule for you of
and the like. news-worthy article which you would like what will happen & when.
to get ‘out there’.
3. The 5 W’s & the H This will often involve a targeted plan (roll
What do you actually do next?
out) of what the agency will get into the
Make sure that your press release always I guess you have two main options – pay
press.
deals with the obvious 5 W’s: someone else to do it or DIY.
For example, a classic schedule might be
What is the news? OPTION 1: HIRE A PR AGENCY as follows:
Why is this news?
Sounds fancy, but actually a lot of PR
Who are the people involved?
Agencies are actually one-man bands that
Where is this happening?
work very hard on small retainers to 2 Press Releases per month.
When did this happen
promote equally small, cash-tight
organisations. 1 Expert Article per month.
Then deal with the H:
Typically, a small Recruitment Agency
On-going Social Media exploitation
How did this all come about? would need to commit to an initial
(i.e. they will update a BLOG
6-months contract costing around £500
and TWITTER account for you).
Remember, what you have to say needs to p.m.
be ‘news-worthy’ – not just to you but to
2 White Papers over a 6-month
your target publication.
contract.
Ask yourself, ‘why would Magazine X, Y or
Z want to know’ what you have to say?
In addition, a proper PR Agency will
4. The Company Info’ provide you with monthly reporting
designed to physically prove to you that
You need to say who you are & what your their work has achieved its objectives.
Company does (briefly!).
They will often waffle on about the
Make sure that you also point to your amount of PR they have achieved and
Company Web Site. how much it would have cost you to pay
5. The Tie to have that promotion in the relevant
magazines.
Can you then tie it all together?
It is worth it? You might ask?
Can you provide a nugget of extra
information that will support your press Don’t sit on the sidelines - Be part of It can be yes but this it is not a passive
release? it all! thing for you – the amount of work and
19
20. Jan Jan Jan
2012 2012 2012
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with SSG & David commerical market Recruiter is consultative,
Jones (in an equity using her outstanding honest, bristling with
partnership) to experience of integrity & extremely
SIX OF THE BEST
smash the Regional PERMS to launch a successfull.His
Retail Market. business which philosophy is absolutely
Clients are UK will slowly that money is just a
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Jan Jan Jan
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input that you need to commit will A THIRD OPTION:
sometimes seem that you are doing the
job of the PR Agency. Understandably, you may want to avoid
the fixed cost expense of a PR Agency but
In their defence, all PR guys will affirm that also feel that it would be helpful to have a
if they work with half truths, inadequate third party involved?
information or poor basic ideas the results Well, perhaps you could investigate the
will be worse than hopeless. following web site?
You would need to commit to the process. www.prweb.com
If you want more help with choosing a PR As you will see, these guys offer a free trial,
Agency, just get in touch and we can help. a free version and a paid version of their
PR Service.
OPTION 2: DO IT YOURSELF Recruitment & PR?
What a combination?! You create your article, they distribute
Don’t want to spend the money but want your article and then they track the
to make a start on ‘Promoting’ your Your answer may well be that the local results. Why not take a look?
business to the Recruitment World? press might like to know of good (local) FINALLY:
economic news & you might also assume PR can work and successful businesses
Well, it can be very simple:
(quite rightly) that the mainstream will take the idea of promoting their
Step 1 is to generate your PR Article. Recruitment Trade Press might like to business seriously – probably more
Step 2 is to identify which media you print some good news too! seriously than most of us do.
might like to see your article published So, now that you know to whom you want
and Step 3 is to present the article to the to issue your PR, all that you need to do is PR ought to be a third of your effort (&
right contact at your chosen media. expenditure) – remember the three bits?
to generate a fax front sheet (normal Advertise, Publicise and Network.
Simple ah? contact information) and send the article
for the attention of the Editor of both the If you spend £1,000 a month on adverts,
For example, let’s say that your business local press & the trade press. what ought you be spending on PR?
has just won a contract to supply Temps to It really is that simple – if you don’t get a Maybe that is a question for next time but
a big client in your local area. response, do not be too down hearted. the answer has to be ‘something at least’.
You might write this news worthy article Just try again and again and again. It will To talk through any aspect of this whole
and think ‘who is this article of interest to?’ happen. PR thing, please get in touch. We can help.
20
21. A HANDY INDEX OF CATALOGUE ARTICLES
CATEGORY SUBJECT WHERE WHEN CATEGORY SUBJECT WHERE WHEN
IT Matters Backing Up Data Page 5 September 2011 BOOK REVIEWS Making A Fortune Page 18 September 2011
Google+ Page 5 November 2011 Starting Up Tough Times Page 26 November 2011
Skype Page 5 January 2012 The story of Innocent Page 22 January 2012
ACCOUNTING Credit Control Page 9 September 2011 IDIOTS GUIDES Eurozone Jargon Page 10 November 2011
Monthly Accounts Page 19 November 2011
Claiming Expenses Page 15 January 2012 FRUSTRATIONS Social Media Page 14 September 2011
Double Dipping etc Page 24 November 2011
TAX VAT Page 12 September 2011 Banks Who Won’t Lend £ Page 8 January 2012
Corporation Tax Page 21 November 2011
Entrepreneurial Relief Page 25 January 2012 TRAINING Mike Walmsley Page 8 September 2011
PAYE & NI Page 16
January 2012 NEW FACES Catherine White Page 15 September 2011
SURVEY RESULTS Recruiters & the Economy Page 6 September 2011 Jane Fisher Page 12 January 2012
Banks are all the Same Page 7 November 2011
NEW SSG OFFERING Video Production Page 4 September 2011
SPECIALIST ARTICLES Recruiter Isolation Page 10 September 2011 Vacancy Spider Page 4 September 2011
3 Ways to Start-Up Page 6 November 2011 Credit Card Payments Page 4 January 2012
Why Doom & Gloom? Page 13 January 2012
VACANCIES Refer a Recruiter Page 18 September 2011
SELLING UP Huge Demand Page 15 September 2011 LinkedIn Guru (SSG) Page 2 November 2011
/recenteditions.htm
Part 1 – Some Basics Page 14 November 2011 Relationship Manager (SSG) Page 18 November 2011
Part 2 – Grooming Page 9 January 2012 Equity + Salary Recruiter (SSG) Page 2 November 2011
Recruitment to Recruitment Page 2 January 2012
LEGAL & COMPLIANCE AWR Page 16 September 2011
LinkedIn Page 23 November 2011 COMFORT FOOD Mega Cookies Page 9 September 2011
Crunchy Nachos Page 22 November 2011
SSG PhD Introduction Page 12 September 2011 Lemon Pasta Page 17 January 2012
BRANDING Develop a Press Release Page 18 January 2012 Why not keep your eyes open
for future updates?
them.
STUART TALBOT
recruitment businesses.
We pride ourselves in our
SENIOR CLIENT MANAGER
understanding of our clients’
or call 0800 55 00 22
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