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Think you can’t make money from PR? Think again!
- 1. PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Think you can’t make money from PR? Think again!
- 2. 2PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Who are these people? Steph King @Stephbluesky stephanie@bluesky- pr.com
- 3. 3PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT
- 4. 4PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Why it matters
- 5. 5PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Why media coverage matters
- 6. 6PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Why media coverage matters
- 7. 7PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The Edelman Trust Barometer
- 8. 8PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Why then are too few agencies investing in PR? Cost rather than an investment Just a vanity project Doesn’t deliver leads No consultant buy in Sound familiar……?
- 9. 9PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Cost or Investment
- 10. 10PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT 1 FOI request…. 20 new contracts
- 11. 11PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The £100,000 article
- 12. 12PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Having something to say
- 13. 13PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT It’s about adding value
- 14. 14PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT But how?
- 15. 15PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Getting journalist love Well thought out tailored short pitches Press releases that say something Exclusives Embargos Speed Availability
- 16. 16PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Lack of research Attachments Logos Spam Phoning to follow up Not being available Cardinal sins
- 17. 17PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT A piece of coverage is just the start
- 18. 18PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT How can you measure success?
- 19. 19PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Getting ROI What are you measuring against?
- 20. 20PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT What should you measure? • Outputs – getting read – getting shared • Outcomes – what is happening to…traffic/social shares/LinkedIn profile views • Google Analytics! • Business Results - Building PR into the BD cycle
- 21. 21PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Getting it right
- 22. 22PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT The result?
- 23. 23PR & COMMUNICATIONS FOR RECRUITMENT, HR & TALENT MANAGEMENT Questions?
Editor's Notes
- My names steph and I head up the recruitment practice @BSPR – which is a niche pr and comms agency for the recruitment, hr and talent management arenas. My team focuses on helping a range of recruiters – from stratups throught to global players – develop and implement pr strategies that deliver results. And what I want to talk to you about today is the importance of PR in 2018, why your agency should invest in it, how you can go about it, and crucially how you can make money from it! And I suspect many of you
- S0 before we talk about that – lets just define what PR actually is Not just about press – about all channels at your disposal that allows you to communicate with your stakeholders – could be a blog social white papers your website survyes and reports – videos etc etc – even your own people presenting at an event or hosting a round table – all PR. However while all these other channels are great I want to specifically talk about the power of print and online media as a comms channel
- And this is Why. The Edelman Trust Barometer – anyone hard of it?? annual trust and credibility survey, measuring trust across a number of institutions, sectors and geographies. The Trust Barometer surveys more than 33,000 respondents across 28 countries.- so pretty robust . The survey found that social media companies have lost the trust of most of the public, with only a quarter of the UK population now saying that they trust social media as a source for news and information. Now that’s not to say that social media isn’t important – it is clearly a fantastic way to broadcast your message – the importnatnt thing is that the message you are broadcasting actually has some credibility about it t
- So that credibility might be because you have appeared in the press - There has been a huge increase in trust in traditional media (61 percent), reaching levels not seen since 2012. But there has also been a rebound in trust in experts and leaders
- So all these people – which is why thought leadership really matters
- So – lets look at why people sometimes don’t do PR – hear this all the time Seen as a cost rather than as an investment . Seen as a vanity project rather than something that feeds into business devpt and deliver leads. Seen as something that is never measured – when ti shoule be. No consultant buy in because they cant see how it will make them money
- As marketing professionals it is your job to demonstrate that PR can deliver ROI. But you can only do so if a) getting good hits b) you are using it as part of your wider marketing & bd strategy and c) that you are measuring the results, So how can you do so? Let’s start with a couple of examples of how good PR can make you money
- n early 2016, the national media was packed with stories of ‘rip-off’ recruitment agencies capitalising on the NHS’s desperation to maintain front-line services by charging extortionate rates. We were already working with MSI Group when government legislation was introduced to reduce spend on agency staff and, consequently, the company’s CEO, Nick Simpson, was already a regular contributor to articles in the healthcare sector press. This new legislation offered us an ideal opportunity to shout about the fact that MSI Group is an ethical recruiter which works within NHS approved frameworks, differentiating the brand from ‘rogue’ agencies. To achieve this, we sent FOI requests to each individual NHS trust requesting data on agency staff usage. This gave us unique data on levels of compliance – 81% of NHS trusts were being forced to use ‘off-framework’ staffing agencies. What that meant to them This data was shared in a press release which resulted in 31 pieces of coverage – including the front page of the Times. In addition, this data also fed into the company’s business development strategy – six months after the data was collected, MSI Group had won 20 contracts with trusts which had been found not to be complying with NHS Improvement guidelines. Since beginning its partnership with BlueSky PR in February 2015, MSI Group has achieved 184 pieces of quality coverage across recruitment, regional, national, business and health sector press. This represents over 10 pieces per month on average, with a combined circulation of over 12 million.
- BlueSky engaged with one of Rethink’s energy experts and spoke with him at length to uncover some of the more problematic positions to recruit for. From our discussions it became apparent that the role of process safety engineer was both critical to the running of a successful energy extraction project and also worryingly uncommon in the oil and gas market. Despite the position being absolutely crucial, there were very few experts available in the sector meaning firms had to pay significantly over the odds for this expertise. After speaking with the consultant, BlueSky engaged with one of the specialist publications in the oil sector and secured a feature opportunity to discuss the role, why it was in such short supply and the benefits of working in these positions. BlueSky also gathered all the information required for the article and drafted the piece. After the article was featured in the magazine we received a call from the consultant who reported that he had been to a new business meeting where the client had a physical copy of the magazine Rethink’s article was featured in. This gave the client the confidence that the consultant knew what they were talking about and ultimately meant they were given the task of filling these roles. What that meant for them The positions resulted in upwards of £100,000 in fees for Rethink providing a true return on their PR investment. By highlighting the consultant’s expertise in the sector, the client had confidence that they were dealing with a true specialist and ultimately meant they were given their business.
- So it’s all very well demonstrating examples of PR that has resulted in money – but how can your agency achieve that in the first place?
- 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
- So – a few tricks of the trade when it comes to the press Look at what the journo is writing about – make sure it is targeted Neve send an attachement or a big logo Don’t spam the newsroom Don’t phoen to follow up a press release Be avialable
- Sl lets look at how else you can use that coverage topwiden its reach A piece of coverage can just be the start when it comes to demonstrating ROI You can repurpose it into a blog post for your website linking to the coverage You can turn it into a LinkedIn publisher post You can post it as a status update on Linkedin So it gets posted through all your channels but still has that mark of credibility
- 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. Sles people will always see leads s coming from them – they just called in 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
- Want to finish with a great example of the power of pr if used correctly. Our client, Alexander Mann Solution, won Gold at the Corporate Content Awards in the ‘Best long-term use of content’ category. The star submission outlined how content-driven marketing strategy is being deployed by the organisation to not only build brand awareness, but also generate a sales pipeline to drive ROI. For example, the 20-plus business wins which can be directly attributed to marketing activity and a 607% increase in web traffic to the assessment consulting portal following a targeted marketing campaign. Following the win, Alexander Mann Solutions’ Marketing Manager commented: “Thank you!!!! Couldn’t have done it without your constant efforts (and patience) to build the brand externally”.
- Want to finish with a great example of the power of pr if used correctly. Our client, Alexander Mann Solution, won Gold at the Corporate Content Awards in the ‘Best long-term use of content’ category. The star submission outlined how content-driven marketing strategy is being deployed by the organisation to not only build brand awareness, but also generate a sales pipeline to drive ROI. For example, the 20-plus business wins which can be directly attributed to marketing activity and a 607% increase in web traffic to the assessment consulting portal following a targeted marketing campaign. Following the win, Alexander Mann Solutions’ Marketing Manager commented: “Thank you!!!! Couldn’t have done it without your constant efforts (and patience) to build the brand externally”.