worshop final oct 16 for slideshare
TRANSCRIPT
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
PR & Content for Recruiters Workshop
19 October 2016
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Who are these people?Tracey Barrett@BlueSkyPR
PR and communications specialist for the recruitment sector
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Who are these people?Lisa Jones@LisaMariJones
Recruitment Marketing Evangelist (and cake lover!)
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Your current activity? Candidate/client attraction
techniques? PR? Production and sharing of content? Measurement?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
TODAY Business case and ROI Content PR Social Cool tech for marketing & PR Awards Mailers Employer Brand Adverts ROI
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
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
ContentEmotion
ClicksCommunityCash
How can you generate ROI
from Marketing?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 8
An evolving sector
Your clients have lots of routes to talent pools
Adding and demonstrating value is key
Differentiation – but how?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 9
A great PR and Marketing strategy…
…. is all about attraction and engagement
What are you offering of value?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 10
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 USPOur USP -our methodology
helps define the role into
key
competencies, enabling
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!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 11
It’s all about engagement!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Content
Which doesn’t cause discontent
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 13
Content is an F word!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 14
QuestionI say content – you say…?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 15
Great content ~ crap marketing?
I can’t track ROI
Leads I pass over
magically disappear
My recruiters won’t engage
with my content My recruiters
don’t think marketing is
their jobMy CRM is useless to
meGetting content from them –m like blood
from a stone!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 16
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
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 17
Candidate shortage?
Rubbish!
There’s an interested candidate shortage…
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 18
Contentshortage? Rubbish!
400 hours of YouTube content per minute
There’s a relevant content
shortage…55,555 Instagram photos
uploaded per minute
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 19
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!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 20
“I’m too busy to market
myself”
“I look busy if I spend 50% of my
day sourcing!”
We need to remember that
sourcing is clever, but attracting is
genius!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 21
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”
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 22
Be your Recruiters’
Friend (and hero)!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 23
Poll
How often do you meet with your content team (recruiters?)
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 24
What is the job of content?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 25
Function is to Fix
Solve a problem
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 26
Ask Google!
(and Twitter!)
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 27
Thanks @RingoMoss @PositiveBristol
Images are processed
60,000 quicker than
textImages are
remembered more!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 28
Content Types
And video and sound! Cards & images
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 29
Poll
How often do you blog?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 30
Frequency
Post and stay!
How often do you need to blog to generate ROI?
5What is your
marketing plan for your content?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Writing Content – Getting Read…Getting Shared
Think Clickbait!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Writing Content - Importance of Headlines
Abbott Ditches its Drug Business
Amputation may improve Abbott’s prognosis
Before: 795After: 2995 + 277%
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Writing Content : Make bold statements
Be assertive : but be prepared to back it up
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Writing Content : be unexpected
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Writing Content - use the news - think SE0
What or who might people be searching for?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Writing Content:Use active/muscular words
Rescues rather than helps Surges rather than rises Slams rather than criticises
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
PR
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 38
PR as part of the content strategy
Credibility Shareability
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 39
But where?
Ego or benefit?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 40
Having something to say
data
surveys
piggybacking
Advice
Public information
events
opinion
Human interest
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 41
Shaping the message - The people agenda
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
The press release
Workplace diversity a “glorified PR stunt” according to UK accountants
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Social Media
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Use social successfully(Don’t just use it!)
Which streams can you use? Who are your audiences? Repurposing content across social media
streams Mobile!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 45
Talent spends time researching a
company before engaging
2 hours
What is so special about you?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 46
Who are your audiences?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 47
Mobile is SO yesterday!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 48
When are you most engaged with your phone?
BE HONEST!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 49
Are your:
copy, adverts, profiles
geared up for people mobile surfing?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Awards
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 51
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
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 52
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
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 53
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?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 54
1. Tell your company!2. Tell your clients3. Tell your competitors (ideal recruits?)4. Adjust email signatures5. Adjust mailers / eshots6. Adjust social media banners7. Get a quote from your leader8. Create content (blog / images / video)9. Have a marketing plan for the night of event10.Assume a hangover and get everything ready for
the day after
10 things to do as a finalist,
before the “big night”
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 55
1. Try and stay (relatively) sober!2. Tweet – use the hashtag3. Lots of pictures (that look good without
beer goggles!)4. Video of winning the award5. Video quote from the organiser of the
award6. 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
Send someone who gets social media!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 56
1. Measure the ROI2. Survey your staff, clients and candidates (to market
your win!)3. Create content4. Adjust all online channel branding5. Email signatures6. Video quote from your leader/winner7. Adjust job adverts8. Create a podcast!9. Capitalise on your win
Things to do after the
awards
Measure and communicate the ROI
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 57
ROI
What to measure?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 58
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?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Mailers
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 60
Regular Mailers
Communicate with and nurture your community
Weekly? Monthly? Stay in their peripheral vision
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Employer Brand
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 62
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 )
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 63
HR or Marketing?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 64
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”
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 65
Recruitment marketing keeps people engaged
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 66
Recruitment marketing does
wonders for business
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Job Adverts
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 68
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”?
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 69
Pimp your Job Adverts
Dump the spec!
Demonstrate, purpose innovation and a desirable employer
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
Measuring ROI
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 71
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
“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!”
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 72
Start withCommunity sizes, impressions, shares
LTE – life time value Net pay for
leads converted
TECCCC!Leads
Get excited about Ask everyone regularly how
they would convert leads
without marketing!
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 73
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!”
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 74
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
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones 75
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.
BlueSky PR & Barclay Jones | PR & Content for Recruiters@BlueSkyPR | @LisaMariJones
What’s your plan now?