How to make money and win business using PR Tracey Barrett, Managing Director, BlueSky PR
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How to make money and win business using PR Tracey Barrett, Managing Director, BlueSky PR
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How to make money and win business using PR Tracey Barrett, Managing Director, BlueSky PR
- 1. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT How to make money from PR & Marketing
- 2. 2PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Who are these people? Tracey Barrett @BlueSkyPR tracey@bluesky- pr.com
- 3. 3PR & 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
- 4. 4PR & 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?
- 5. 5PR & 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, enab ling 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!
- 6. 6PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The power of three • More clients • More candidates • More great people to work for you
- 7. 7PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT It’s all about engagement!
- 8. 8PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Media relations as part of the business development strategy • Credibility • Shareability • Stretchability…….into other forms of content
- 9. 9PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT But where? Ego or benefit?
- 10. 10PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Having something to say
- 11. 11PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Shaping the message The people agenda
- 12. 12PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The people agenda data surveys piggybacking advice public informati on events opinio n human intere st
- 13. 13PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The principle in action - data
- 14. 14PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The principle in action - surveys
- 15. 15PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The principle in action - events
- 16. 16PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The principle in action - opinion
- 17. 17PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The principle in action - advice
- 18. 18PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The principle in action - piggybacking
- 19. 19PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The principle in action – public info
- 20. 20PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The principle in action – human interest
- 21. 21PR & 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!”
- 22. 22PR & 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!”
- 23. 23PR & 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
- 24. 24PR & 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 ??
Editor's Notes
- Can demonstrate success factors around likes, shares and engagement as well as traffic to the website but harder pinning it down to actual revenue because in sales led organisations you can bet that the sales tem will claim almost every lead!
- Way firms access talent has changed exponentially In house resourcing/LinkedInRecruiter/More firms bring launched – more competition Candidates more discerning – know that they are in demand Best candidates often aren’t looking So in such a crowded market place how do you really stand out – and how do you demonstrate the value that you add Rec Firms talk about USPs – a lot – but do they really exist I don’t believe so
- Because recruitment is a process – so what is unique. Often USPs on websites don’t really say anything unique – say the same as everyone else but just repackaged in a different way. These are real – apologise now if they are from any of your firms but unique really?– I don’t think so So shouldn't we stop talking about USPs and start communicating to our clients and candidates about how the way we go about the process is adding value to our customers – because at the end of the day – that is all that really matters
- Rec firms need three things to help them grow: More clients More candidates – more people to work for you Apart from BD the key to all that is engagment
- And how do we achieve that engagement – by providing our target audiences with material that is of interest – of use - and above all credible - because its that credibility which differentiates it form all the other ‘noise’ that they get bombarded with on a regular basis and how do we do that?
- We all know that content is king and that everyone should have a content marketing pan– and that’s very much part of a PR & Comms strategy but I would argue that media has to be part of that strategy. If you are regularly appearing in the media that your clients and candidates are reading on a regular basis, that content has real credibility – and because 99% of publications are now online – it also means you have third party endorsed content to share . Writing a blog post is great – repurposing media coverage into a blog post that links to that piece of coverage is 100 times more credible. Gates joke
- So where should you be aiming for Your CEO will want you to be in the FT /The Times/The Sunday Times But this isn’t a vanity project – it’s a business development project That’s great – but often stuck behind a paywall so more difficult to share – and also – is it better to have a few lines in the FT – or a 500 word thought leadership opinion piece on e-financial careers – or Computing – or Accountancy Age – or Legal week
- I have read a lot of press releases written by recruitment firms in my time Nine times out of ten its about them and what they do – rather than what they know! So what you shouldn't be talking about is how great you are/why clients should be using you/the fact that you have just painted your office green And do you know what – no-one cares ( apart from the rec press who will often print anything) So what should you be talking about
- The people agenda That’s what your organisation knows about so talk about what you know – not what you do because that’s what you a really qualified to talk about – pay going up/down/skill shortages – what's driving those skill shortages – talent pools and puddles – global comparisons – diversity in the workplace – the future workplace – employability – lots and lots to talk about. And people are interested – PWC Survey annual CEO report – things that keep the CEO awake at night – always attracting and retaining the right people And YOU are in a really [powerful position to eb able to comment on and answer those questions So don’t talk about what you do – talk about the issues So what are the tactics we can use to effect that
- Use your data – You all have loads of data – how can you slice and dice it to compare skills/pay/gender/regions/countries Events – if you run an event why not run a snapshot survey among the attendees to give you some data fro a press release. Or run a round table and turn the outputs into a white paper – gives you marketing collateral – and PR fodder Advice pieces The top five soft skills needed by accountants Opinion – What is the effect on talent? Brexit/legislation/ Piggybacking – what is in the news GPS last week, EU, budget, - set up a calendar of newsworthy events. Reactive stuff – Steve Jobs! Public Information - FOI requests can be great – we did one for Health Trusts to find out what agencies they were using – on or off framework? ONS Stats Human interest – interesting placements make great case studies – Bunjee jump Surveys – Do some – the one thing you take on holiday each year
- Really simple How many vacancies/candidates did we have this month compared with last month Top tier media coverage every month
- IT Directors survey What are their biggest concerns All over the IT press
- Round table – turned into a white paper
- Fircroft – having an opinion on the news agenda – but the news agenda that affects their sector – and the people agenda
- Career tips – as long as its not how to write a cv…how to dress for an interview or tough interview questions which have been done to death
- What’s in the news – and how does it affect the talent agenda
- The FOI request I mentioned – front page of Times and all the healthcare mags
- Just to show you we can get PR for ourselves – the benefits of standing desks in the workplace
- So you need to badger your MD or Ceo – because you need to measure against something – more candidates in a particular sector/geography – more clients – more consultnats – that will inform your campaign
- So.. How can the benefits of all these great press coverage be measured. Often PR is seen as fluffy and a nice to have rather than a bd tool but it can be measured. Its about having a robust process. Unfortunately these quotes ( which are from real marketing people) are all too familiar. First – there are longer term metrics that are hard to measure – a passive candidate is just that and the added value you give them in terms of thought leadership and content is what keep them engaged with your brand. The other thing top bear in mind is that before you start to measure – you need to know what your goals are …and this is another thing I hear all the time
- Measurement continues to be the holy grail but my top tips would be: Look at your outputs – are they getting shred – how often – by whom – does that provide you with a lead. And make sure all the consultants are liking and sharing – its not just about appearing in the media – its also about increasing the reach Are your LI page followers going up – whoa re they – what's the follow up engagemt strategy. What's happening to consultants LI profile views and what a re they doing about it . What's happening to blog/website traffic when you post about a piece of coverage Business Results – what are your people doing with the coverage? Have some form of process where your candidates are aske if they saw you in the press – some form of survey that can measure sentiment
- Consensus was – both but can create challenges. Consultants have huge personal branding tools and while a rec firm may want customer to engage with corporate brand, a big biller – with a big ego may well get in the way. It ‘s then a case of connecting that person – and their content to the corporate arguably much easier to do because of social media. But what of the big biller only wants to promote own brand – is it dangerous for big billers to think they are bigger than the company – key may be to get those people to feel part of the corporate brand by asking or input