PR and Content Workshop for Recruiters

BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
PR & Content for Recruiters
Workshop
19 October 2016

Who are these people?
Tracey Barrett
@BlueSkyPR
PR and communications specialist for the recruitment sector

Who are these people?
Lisa Jones
@LisaMariJones
Recruitment Marketing Evangelist (and cake lover!)

Your current activity?
 Candidate/client attraction
techniques?
 PR?
 Production and sharing of content?
 Measurement?

TODAY
 Business case and ROI
 Content
 PR
 Social
 Cool tech for marketing & PR
 Awards
 Mailers
 Employer Brand
 Adverts
 ROI

Why bother with content
and marketing??
What’s the business case?
What’s the ROI?

BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 7
ROI – not just about £$€
Time
Content
Emotion
Clicks
Community
Cash
How can you
generate ROI from
Marketing?

An evolving sector
 Your clients have lots of routes
to talent pools
 Adding and demonstrating
value is key
 Differentiation – but how?

A great PR and Marketing strategy…
…. is all about attraction and
engagement
What are you offering of value?

USPs = BS…
Recruiting is a process

It’s all about engagement!

Content
Which doesn’t cause
discontent

Content is an F word!

Question
I say content – you
say…?

Great content ~ crap marketing?
I can’t
track ROI
Leads I pass
over magically
disappearMy recruiters
won’t engage
with my
content My recruiters
don’t think
marketing is their
jobMy CRM is
useless to me
Getting content from
them –m like blood
from a stone!

Stats!
Blogging and
mailers remain the
most effective
content types
Less than 50% of
marketers have a
content strategy
72% of marketers are
inconsistent, basic or
limited in content
marketing
Only 9% of marketers
feel that they are
extremely effective
at measuring ROI
*Curata and HubSpot

Candidate
shortage?
Rubbish!
There’s an
interested
candidate
shortage…

Content
shortage? Rubbish!
400 hours of YouTube
content per minute
There’s a
relevant
content
shortage…
55,555 Instagram photos
uploaded per minute

A content
strategy or just a
content plan?
Too much
planning, not
enough
outcome or
ROI
There seems to be a new approach… Post and run like the
wind!

We need to remember
that
sourcing is clever,
but attracting is genius!

Why recruiters don’t “see” or “feel” content ROI
My KPIs don’t
need me to
“market”
You’re not
speaking my
language!
I’m not targeted on
clean data or
community growth
I have no idea
what you do!You’re the
“CID”
The leads you
generate are
“pants”

Be your
Recruiters’
Friend (and hero)!

Poll
How often do you
meet with your
content team
(recruiters?)

What is the job of
content?

Function is to Fix
Solve a problem

Ask Google!
(and
Twitter!)

Thanks @RingoMoss @PositiveBristol
Images are
processed
60,000 quicker
than text
Images are
remembered
more!

Content Types
And video and sound!

Poll
How often do you
blog?

Frequency
Post and stay!
How often do
you need to
blog to generate
ROI?
5
What is your
marketing plan
for your content?

Writing Content –
Getting Read…
Getting Shared
Think Clickbait!

Writing Content - Importance of Headlines
Abbott Ditches its Drug Business
Amputation may improve Abbott’s prognosis
Before: 795
After: 2995 + 277%

Writing Content :
Make bold statements
Be assertive : but be
prepared to back it up

Writing Content :
be unexpected

Writing Content - use the news - think SE0
What or who
might people be
searching for?

Writing Content:
Use active/muscular words
 Rescues rather than helps
 Surges rather than rises
 Slams rather than criticises

PR

PR as part of the content strategy
 Credibility
 Shareability

But where?
Ego or benefit?

Having something
to say
data
surveys
piggybacking
Advice
Public
information
events
opinion
Human
interest

Shaping the message - The people agenda

The press release
Workplace diversity a “glorified PR stunt” according to UK
accountants

Social Media

Use social successfully
(Don’t just use it!)
 Which streams can you use?
 Who are your audiences?
 Repurposing content across social media streams
 Mobile!

Talent spends time
researching a company
before engaging2 hours
What is so special about you?

Who are your audiences?

Mobile is SO yesterday!

When are you most engaged with
your phone?
BE HONEST!

Are your:
copy, adverts, profiles
geared up for people mobile surfing?

Awards

Why enter for a recruitment award??
 Blow some cash
 Opportunity to lose weight and get
into that little black dress
 Waste some time
 Increase your already busy workload
 Create stress / demoralise your team

Or, perhaps some hard figures?
 Increase sales (37% / 77%)
 Improve stock price (44%)
 Influence your buyers (80%)
 Improve confidence in your supplier status
(49%)
 Outperform award “losers” --- 17% for sales
and 36% for share value
*British Quality Foundation / Hendricks and Singhal

Things to do
before
entering an
award
1. Agree the goal of winning
2. Ask the awarding body
what their marketing
process is
3. Speak to previous entrants
4. Have a battle plan (and a
resource!)
5. Agree your ROI model –
what are you measuring?

1. Tell your company!
2. Tell your clients
3. Tell your competitors (ideal recruits?)
4. Adjust email signatures
5. Adjust mailers / eshots
6. Adjust social media banners
7. Get a quote from your leader
8. Create content (blog / images / video)
9. Have a marketing plan for the night of event
10. Assume a hangover and get everything ready for the
day after
10 things to
do as a
finalist, before
the “big night”

1. Try and stay (relatively) sober!
2. Tweet – use the hashtag
3. Lots of pictures (that look good without beer
goggles!)
4. Video of winning the award
5. Video quote from the organiser of the award
6. Get a “feelings” list from the team
7. Use Instagram/Facebook (hashtags and
emoticons)
8. Engage with the organisers online
Things to do
during the
awards

1. Measure the ROI
2. Survey your staff, clients and candidates (to market your
win!)
3. Create content
4. Adjust all online channel branding
5. Email signatures
6. Video quote from your leader/winner
7. Adjust job adverts
8. Create a podcast!
9. Capitalise on your win
Things to do
after the
awards

ROI
What to measure?

1. Clicks
 Meet the team pages
 Awards page / blog
 Other content you create to market your win
 “bitly” it to measure it!
2. Happiness – ask people how they feel!
 Clients
 Candidates
 Staff
3. Leads / cash – are you generating more as a
result of being an award winner / finalist?

Mailers

Regular Mailers
Communicate with and nurture your
community
Weekly? Monthly? Stay in their peripheral vision

Employer
Brand

Employer brand - It’s a conundrum!
 Biggest barrier to growth
 Great at doing it for others
 Why are we less successful for ourselves?
61% of recruitment firms
say that accessing the
right talent to cope with
growth is their number
one challenge
(APSCo Deloitte Recruitment
Index )

HR or Marketing?

The importance of marketing
“Best in class companies are 68% more likely than others to
involve their marketing department in employer branding”
Source: Aberdeen Group 2016”

Recruitment
marketing keeps
people engaged

Recruitment
marketing does
wonders for
business

Job Adverts

What percentage of
applications are made
from a desktop device
93%
What is so special about you / your job to get
them to “log on”?

Pimp your Job Adverts
Dump the spec!
Demonstrate, purpose innovation and a desirable employer

Measuring
ROI

ROI - 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!”

Start with
Community sizes, impressions, shares
Get excited about
Ask everyone
regularly how
they would
convert leads
without
marketing!

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!”

ROI
 Outputs – getting read – getting shared
 Outcomes – what is happening to…traffic/social
shares/LinkedIn profile views
 Business Results - Building PR into the BD cycle

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.

What’s your plan now?

PR and Content Workshop for Recruiters

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