BlueSky PR's presentation from the Recruitment Leaders Connect conference - measuring the ROI from your recruitment PR activities

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
The power of three
• More clients
• More candidates
• More great people to work for you

6. 6PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
It’s all about engagement!

7. 7PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Media relations as part of the business
development strategy
• Credibility
• Shareability
• Stretchability…….into other forms of content

8. 8PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
But where? Ego or benefit?

9. 9PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Having something to say

10. 10PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
Shaping the message
The people agenda

11. 11PR & 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!”

12. 12PR & 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!”

13. 13PR & 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

14. 14PR & 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 ??