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Presentation Recruitment Agency Expo Feb 13
- 1. Recruitment Agency Expo – February 2013
- 2. Why do recruiters need a brand? How PR can help build a brand PR is not just about the press
- 3. If you are purely process driven – yes If you are interested in real results – no CONTENT IS KING
- 4. From company blog post to Sky News
- 5. • Antal Global Snapshot • APSCo Monthly Trends • The Venn Index
- 6. HR Zone X Factor Blog
- 7. Getting read ….and getting shared: • Press • Online media • Website • Blog • Social Media Channels
- 8. Online is where it's at It can be there forever It’s easily shared It allows engagement But …you need to be creative
- 10. Keep your eyes on the news and have an opinion:
- 11. Interesting news stories can make blog posts
- 12. Twitter Facebook LinkedIn Company Pages LinkedIn Status YouTube ….and more
- 13. Make bold statements Be unexpected – contrarian – but follow through Keep your eyes and ears on the news Don’t sell Think SEO but don’t go overboard
- 14. Would I want to read this? Would I believe it? Would I recommend it, tweet it , blog it? It must pass the so what test……
- 17. Interact with us: @BlueSkyPR facebook.com/blueskypr linkedin.com/blueskypr bluesky-pr.net/blog youtube.com/BlueSkyPRvideo http://pinterest.com/prbluesky/ www.bluesky-pr.net tracey@bluesky-pr.net
Editor's Notes
- Last year I talked about why recruiters need a brand .Creating trust and reputation – clients and candidates want to know that their business and career is safe in your handsConsultant AttractionCreating Value for exitI also talked about the role of PR in building that brand in terms of:Creating an authoritative image with clients, candidates and potential employees – points of differentiation and added value; establishes co as a thought leader and provides credible marketing collateral.Also made the point that PR is not just about the press but about communicating through all the channels at your disposal:Print MediaOnline MediaBlogsWebsiteSocial Media Channels
- And this leads us on to this year – PR is absolutely not about the pressThis year I want to talk about PR in terms of content – because content is now where its at. I’m going to talk about how to shape messages to create original content –and then how to disseminate those messages through all the channels available to increase your reach – and consequently your reputation and brand. In other words – to share that love.So lets have a look at some real examples of how we can shape those messages to create content that will not only be read – but that will be shared
- Blogs:Great way of becoming the media yourself and commenting on stuff that’s already in the news. So keep an eye on the news – what can you be talking about ?Twenty has larger financial services rec practice This blog was piggybacking the public backlash against bankers bonusesSuggested we should stop bashing the bankers because financial services is the only thing this country has left. We made sure we had all the right tags on there, the blog was shared through LI groups, twitter, li status updates etcSky news researcher came across it – led to two interviews on Sky News with Jeff Randall. Website traffic really spiked on the day news went out – as did views on the MDs LinkedIn profile.So have a think about what you can be talking about Skill shortages/Executive pay/women in the boardroom/discrimmination?Means you can really express an opinion – so much more freedom than the press.
- Surveys: The press like surveys – but also they can be used as marketing collateral –and therefore add value to your clients and candidates They can be added to websites, made into blogs, attached to LI company pages, taken on client visits etc - they can be shared Antal – four simple questions – now snapshot has its own website APSCo – a snapshot of monthly vacancies and placements both temp and perm across professional staffing sectors – national and sector press Venn – analysis of temporary staffing market –BBC interested All of this coverage is SHARED through all the channels available – creates a buzz
- Now obviously I am not saying our clients our dull but sometimes the subjects can be a tad…well….turgid!This was from one of our clients – a talent management consultancy – talking about the key components of workplace resilience which they define as: “An individual’s capacity to adapt positively to pressure, setbacks, challenge and change in order to achieve peak performance.”Doesn’t really set the page alight but by relating to what the X factor contestants have to go through ( which had just started again on TV so was topical) it resonated more.Was featured on the home page as well as in the newsletter – so it was shared – sharing is becoming a common theme! Which brings me to my next point :
- So remember I was talking about PR not being just about the press but about content. Of course press has its place but online is really where it’s at in terms of content being shared so lets look at each of these – first online media
- One of the key things about appearing online is that it can be there for ever – which means you can link to it in all sorts of ways which means it can be really easily shared by others – and by you – more of which later. It also allows for more engagement because it encourages readers to leave comments – which means then you can enter into a conversation.
- So here’s a good example. A guest post on ere net from Twenty about Why LinkedIn will never kill the recruitment industry. Twenty had opened an office in New York – one of objectives was to get on radar of US recruiters both third party and in house – hence targeting ere.net.Published in Jan - at the time of preparing this you can see it had had coming up to 1000 shares on LinkedIn, it had been tweeted 300 times from this site alone and had had 105 likes on facebook. You can see who has tweeted so you can thank then and engage with them – some nay be potential candidates/clients or employees. It also has had 78 comments – many form in house recruiters – who could be potential clients.It was trending on LinkediN – WE also shared it through Twentysother channels – blog/LI/Twitter etc – went viral
- Look out for things in the national press that you can comment on yourself. This is a careers blog on The Guardian website – the were posing a question on how to get a pay rise. By commenting – recruiters get something online on a national newspaper site that they can link to – again this can be pushed out through all your social media channels additionally often the media concerned will tweet out comments it likes.How many recruitment or talent related stories are there in the press every day? How many of those could you be commenting on?
- So if you are seeing interesting news stories – and you have an opinion about them – then why not blog about them . We talked earlier about how blogs allow you to become the media yourself – allow you to express your opinion. This isn't a client – this was me Employadam.com story – I had my opinion – not everyone agreed – caused a bit of a stir – 32 comments – created a bit of a buzz around our brand – gave us a bit of personalityGoing back to my previous point - there are news stories relating to recruitment/talent and in specific industry sectors every day. If you have an opinion then blog about it – can help position you as a specialist
- So in my view PR today is less about press clippings and column inches – and more about creating good readable interesting content – getting that content read – and then getting it shared.Push our your content through Twitter to drive traffic back to your blog or website. Tweet out any press coverage that you get and then see how your followers increase.Post it on Facebook and ask what others think?Use your LinkedIn Company page – one of the most underutilised tools I have seen – this is a fantastic resource for sharing content. Company status updates will push your content to your company page followers – and then if all your individual consultants like it and share it – it goes onto their connections 'feeds – and all of a sudden you have a viral effect – and then watch those company follow figures grow. There fantastic thing is that there are free analytics – so you can see how many people are reading your content – how many people and you can track who your followers are .Video – present your findings on video – especially if you have interesting research – add to your website /blog/fb page page – tweet it etcAll adds up to dynamic rich content which is great for seo !
- So..Be bold – Why Linked in will never kill the recruitment industryBe unexpected : Agesim – its not all about old people – we did a survey on the young being discrimminated againstBe contrary – but be prepared to follow it through – legal glass ceiling – we found that biggest enemy of women in law firms was other womenMake sure your content contextualises the news – create content that you know there is an appetite forDo not sell – no-one is interested – and it wont get read or shared or even published Think SEO – but don’t get too precious about it and don’t keyword stuff – but do link to other articles - Google likes original fresh content
- Be honest – is it interesting Is it believableLook at the tings that you share and tweetLeave the readers thinking….and then what – or – what a tosser – I must reply
- So just as an illustration – lets see what happens with a piece of coverage that is print only
- And now online
- .