Morning everyone. For those of you I haven’t met before, I’m [•] and I head up the marketing & communications department of Blue Arrow.
I have asked [•] to join me this morning as [•] is Head of Digital for Impellam and I work very closely with Matt and his team on the digital strategy for Blue Arrow.
I’m going to pass over to [•] now, who is going to take you through some of the digital achievements YTD and then I will be talking to you about our priorities and initiatives for the rest of the year and into 2015.
A lot of work has been done on our social media channels with daily updates with targeted content for our candidates predominantly, especially on Facebook and Twitter and more so for clients on our LinkedIn page.
I don’t think that’s good enough, but it’s a start. We have a long way to go. That’s on average 2 a day/ 7 days a week
That’s an increase of 25% since January
One of the marketing department’s promises was to increase our social media followers by 25% so we’ve already hit our target so we will now push ourselves even further.
70% of our tweets have been re-tweeted
We have been re-tweeted by…
We’ve reached over ¾ million people with our Facebook updates
That’s a 30% increase since January
Was seen by over 20,000 people. This was our update on driving candidate shortages. A challenge that I know is dear to all of our hearts.
How many times potential candidates have seen the Blue Arrow brand via job boards. Over 1m impressions.
We attract on average 100,000 unique visitors to our website each month and that’s over 80% of our total visits
Recently you would have all been asked to complete a survey by [•]. The results of this survey have enabled me to assertain your marketing priorities for the remainder of 2014 and your future marketing aspirations.
After analysing your results, the biggest challenge that we have as a business appears to be…
Candidate attraction, which as a candidate led business raises some concerns with me.
One of our biggest obstacles is our inability to effectively share our attracted candidates. As [•] has already stated we’ve attracted in excess of 220,000 candidates YTD and that’s purely from online sources, this doesn’t include offline sources, such as media advertising, PR and walk ins.
From delving into the detail we’ve only registered 30,000 candidates, which tells me that the quality of our applicants must be lacking, which highlights point two of your priorities….
Brand positioning. As a candidate led business we need to be attracting and retaining the cream of the crop in our candidate categories.
So how are we improving this? Well we are doing a lot of work centrally in terms of our social media engagement and thought leadership positioning however this all needs to be underpinned by high service levels. That’s why we are continually monitoring our customer service via mystery shopping and NPS initiatives.
What our brand stands for and the messages that we are conveying need to filter down and out through every experience a customer has with our brand.
A brand is not a logo, a strapline, an identity or a product. It’s a person’s gut feeling about a product, service or organisation. Brands are defined by individuals, not companies, markets or publics. It’s a gut feeling because people are emotional and intuitive.
Why pick Blue Arrow?...... Trust Trust comes from meeting and beating customer expectations
Client attraction was your last placed priority, with feedback around if you have the candidates to take to market, client acquisition is not a problem.
So what are we doing to address your priorities?
Well we have two lead generation campaigns that we are running centrally to enable us to engage with clients.
The BACOTY competition is well underway for this year, with 4 finalists in place ready to compete at our final in November. Our finalists this year are from across the country, London, Nottingham and Newcastle. Thanks to those branches for getting behind the competition and enticing the chefs to enter. I have already been to meet with a couple of the companies that employ our finalists this year and we have agreed to dual brand their in-house newsletter in one case and do joint social media promotion in the other. Remember that the final is an opportunity to invite your clients to a networking event and get them involved.
The Executive Leaders Network is a sales lead generation initiative that we have been working on for the past couple of months. It’s primary focus is to create a community for business leaders to share experiences and knowledge of turning obstacles into opportunities. As a group we have already explored topics such as why many companies dismiss their best job candidates, how to introduce company cultural changes and the psychology of interviews.
It’s not a direct sales initiative, but by engaging with prospect clients on a different level, we hope to be able to pass the sales team qualified leads as the initiative gains pace. As the community evolves we hope to replicate a similar calendar of prospect client engagement for specialist staffing.
So what’s the pipeline…..
Well we have identified 2 themes that we can take a stance on with regards to thought leadership. These include ‘The end of 9-5’ (People don’t typically work 9-5 anymore and especially not our candidates. What implications does that mean for the economy, what does that mean for a work/life balance?) and ‘Youth Unemployment’. We are engaged with our PR agency to put together a monthly media relations strategy that will see our research and opinions of these subject areas used to engage with the media.
We are also looking at a new way to engage with driving candidates and by engage I don’t just mean trying to find them a job. We’ve done our homework and looked at what drivers like discussing on social media and believe it or not, one of the stand out topics is around conveniences and either lack of them or quality of them. We need to be seen to recognise the importance of the job our drivers do and the part that they play in a much bigger chain of events that’s fundamental to the UK’s infrastructure. Drivers who interact online have a clear identity in terms of how they communicate, so the more we can sound like them, the more successful we’ll be in gaining their trust.
So, your biggest priority for the rest of the year is candidate attraction, so what do we have in place and what’s coming up….
Well having listened to your feedback about the sales campaigns that we have run this year, one of the biggest factors to their success is your ability to see them through without barriers like resource and time hindering you. Based on your feedback and your requirement for more candidates, the next campaign that we will be launching is a PPC campaign for chefs and drivers with investment into the key words that surround their job search. This will need very little input from you and the results will go straight into your Idibu accounts. All we ask is that you qualify all of the applicants in Idibu so that we can see the return. Nicole will be in touch with you over the next couple of weeks to get this off the ground.
This also ties into the analysis that we do each month on the job boards and their effectiveness, which will enable us to make more informed decisions when renewing the contracts next year. Your supporting in qualifying the CVs we receive is hugely appreciate as this allows us to monitor quality vs. quantity on the different boards.
When addressing the volume recruitment needs of some of our clients, we have also found that press releases are a cost effective form of candidate attraction. Volume recruitment means news stories especially to local papers that are then able to make a story about the local economy out of it. Although not the cheapest option, they are more cost effective than standard media advertisements and we have also been lucky enough to be featured on local radio off the back of our releases.
Lastly and by no means least, we will also shortly be launch the Blue Arrow app. Again this opens up another avenue for candidates to be able to apply for our jobs. The app will become another option in Idibu to you as per the other job boards and your applications will come through into your Idibu accounts like any other application.
Once upon a time marketing was made up of channels such as TV, print and radio advertising.
Today thanks to the immergence of digital there is the explosion of channels and messages all seeking our attention. As long as we don’t design dead ends our brand experiences never have to end.
In digital, we have the ability to collect relationships with our customers (in full view of their friends) with every single thing that we do. Which means, in theory, that the more we do, the cheaper it becomes to connect with our customers over time. Before it was one way, now communication is both ways
A key outcome of the survey that you recently completed highlighted for me that there are still gaps around what is available for you to use from a marketing perspective. There is a whole host of tools at your disposal and if they are not readily available or you cannot find what you are looking at then please feel free to contact the marketing team and we will happily look to create something for you. The office brochure is a key example of this. [•] from the Newcastle branch, asked us for a brochure and within a couple of weeks one was available for the whole business to use.