A good press release encapsulates a story to gain media attention – a bit like a good mailshot in the recruitment sector. As with a mailshot it needs to be targeted, be relevant and [...]]]> A press release is the most basic and most important tool for communicating with the media. Why? Simply because journalists and editors have become used to them and know how to deal with them or, in the majority of cases, how to delete them from their inbox.

A good press release encapsulates a story to gain media attention – a bit like a good mailshot in the recruitment sector. As with a mailshot it needs to be targeted, be relevant and communicate quickly and clearly. Here’s an example of one we did for a client which ended up getting both domestic and international coverage over the course of a whole year:

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

Despite the proliferation of formal initiatives and policies to promote diversity in the workplace, only a minority of Britain’s accountants are convinced that they are anything more than what one described as a “glorified PR stunt.”

According to a survey carried out for the financial recruitment specialist, Hewitson Walker, only 35% of those questioned thought that formal diversity programmes were having a real effect on the companies they worked for.

“We’ve got a programme, which is supposed to ensure that we’re recruiting people from all different types of backgrounds and ethnic groups,” says one ACA, working for a major investment bank, “yet practically everyone at senior level is still white, middle class and male. Where’s the diversity in that?” A female part-qualified CIMA in another bank had a similar jaundiced view. “There’s supposed to be a level playing field here, but the only women who really get on are those who are willing to forego a family and commit completely to the bank,” she says. “There are a few at senior level with children but if they ever get to see them it must be a minor miracle.”

When asked why employers set up diversity programmes, 54% believed that it was to generate good PR and 73% thought that it was because they feared prosecution under discrimination laws. Only 29% believed that companies had a genuine commitment to creating a diverse workforce at all levels.

However, despite their apparent cynicism about progress towards it, the majority (85%) of the 170 accountants questioned thought it was a highly desirable aim.

“There’s obviously a degree of cynicism about how committed large companies are to diversity because power in these institutions often still resides in the hands of a markedly un-diverse group,” says Hewitson Walker’s Phillip Attenborough. “However anyone who thinks that they are not committed to changing this in the medium to long-term is kidding themselves. Organisations of this size and scope aren’t doing this for any fluffy, altruistic reasons. They know that there is a compelling business case for mirroring an increasingly varied customer-base. And they also know that if they want to recruit and retain the best people in the market they need to be fishing from the widest possible pool of talent.”

OK so why did it work so well?

•  It’s about a subject that is already widely discussed in the press so we already knew there was an appetite for this sort of material and that it was likely to keep up for some time if not indefinitely.
• It’s controversial – it doesn’t just tell you want you know already.
• It’s based on the views of a group rather than just one person or organisation so has extra ‘credibility’.
• Its headline grabs immediate attention.
• Each paragraph has something to say – always work on the basis that if a sentence or paragraph doesn’t tell you something or develop the story then strike it out.
• It has ‘human interest’ – you can read quotes from the real people behind the research telling you what they think.
• It’s short and to the point, but contains enough material for a journalist to build an article around it.

Why do you use PR?

PR is an effective way to get our brand out further. We recognised that in order to build our brand and communicate with publics we wouldn’t have reached [...]]]> For some recruitment businesses the decision to undertake PR can be a hard one. Recruitment is hugely results driven and ROI is easily measurable. PR is different and can take some time to see results. This month we speak to Lucy Heskins from webrecruit about the value of PR.

Why do you use PR?

PR is an effective way to get our brand out further. We recognised that in order to build our brand and communicate with publics we wouldn’t have reached otherwise, PR needed to be a key part of our strategy.

The Web has helped us to push out our messaging much quicker than had we opted for just traditional methods such as print. Whilst these are still extremely useful, the likes of online magazines, newsletters and blogs have helped us tenfold to distribute our messages.

Increasingly, it’s also important for reputational management. By issuing a statement on our website or answering questions in real-time on Twitter or Facebook, we are seen to be much more responsive to our publics.

How do you measure ROI?

PR, for us, takes a drip-feed approach; it’s a slow burner that helps to promote our services over time.

We measure our ROI in many different ways. The most straightforward way is to record the number of features and comments at the end of the month, as well as talk to our customers to find out how they learned about us. Google analytics is also important too, as is the number of visitors to the blog/website after a release has been published.

With our increasing use of social media, however, we find it goes much further than this. We are able to track who re-tweets us, shares our content and comments on our blog – all important metrics that enable us to increase our brand awareness.

What would your advice be?

PR is a crucial part of the marketing communications mix, it allows you to manage your brand and communicate with audiences you may never have thought possible. Many people associate PR with getting column inches in the paper. In fact, the Web has enabled anyone to publish and voice opinion on virtually any subject, and the tools are in most cases, free-to-use.

I strongly suggest to anyone considering using PR to jump in straight away, learn about the different distribution methods and identify where your target audiences are. Of course this can take time, and you may not always have the resources, but it is an activity worth investing in that will ultimately differentiate you and your business.

Both teams were guilty of potentially damaging their reputation. For the boys it was the quality control disaster with their product. Several members recognised the ‘It’s a Bus’ bags were [...]]]> The Apprentice is back on our screens for another episode tonight, and I hope they’ve learnt from last weeks’ dismal performance. The first episode provided enough examples of how not to run a business to fill many blogs, but the key lesson I learnt is how not to handle damage control.

Both teams were guilty of potentially damaging their reputation. For the boys it was the quality control disaster with their product. Several members recognised the ‘It’s a Bus’ bags were of poor quality, yet they chose to hide them in the bulk order with a retail outlet. The result? An angry customer returning all the products she’d brought – big surprise there.

The crux of the issue is simply this – had they thrown the ten shoddy products in the trash (where quite frankly they belonged!) they would have been able to sell the rest of the bags. Yes they won the task at the end of the day, but in the business world this one mistake can damage your reputation and relationship with a potential buyer.

For the girls the biggest issue was what can only be described as their attack on the unsuspecting shop owner. The ‘Sell, Sell, Sell!’ technique they used served only to have them ceremoniously thrown out of the shop, not to mention some rather harsh words from another shop employee.

Nobody wants to be sold to in that way. Instead, most people prefer the softer approach – building a relationship with a brand, understanding their connection with you and coming to the realisation yourself that you need that product / service. Had the girls team not taken the risky approach of pressure selling they may have had more success in selling their products to the shop owner.

You’re reputation is vital to your success. The smallest of things can ruin your brands image in a second and it will take a lot of hard work to claw this back.

The number of social media channels available nowadays provides both an opportunity to build your brand, but also expose you’re flaws. We encourage our clients to find their voice in the industry and get talking through PR – but always remember that once you’ve said or done something it cannot be taken back.

Our own Managing Director, Tracey Dunn, presentation from the Recruitment Agency Expo

The company

Twenty Recruitment was formed in January 2009, in the depths of the recession, by Paul Marsden and Adrian Kinnersley who were responsible for the rapid growth and sale of Astbury Marsden. The company specialises in mid to senior level appointments within the professional services, financial services and commerce & industry sectors across technology, finance and IT.

The challenge

While the company had recruited a number of senior consultants who were real experts in their field, in early 2009 [...]]]> Media Relations in Action

The company

Twenty Recruitment was formed in January 2009, in the depths of the recession, by Paul Marsden and Adrian Kinnersley who were responsible for the rapid growth and sale of Astbury Marsden. The company specialises in mid to senior level appointments within the professional services, financial services and commerce & industry sectors across technology, finance and IT.

The challenge

While the company had recruited a number of senior consultants who were real experts in their field, in early 2009 Twenty as a brand was still a relatively unknown quantity in the market.  They had excellent client contacts but needed an additional differentiator from the more established brands out there.

The solution

BlueSky embarked upon a campaign of placing thought leadership articles in target heavyweight trade media which Twenty then used as examples of their expertise within their specialist sectors.  One of these pieces was an article written for Twenty covering the brain drain from investment banking into utilities within the energy trading space. When Twenty pitched to a major utilities group for a senior technology specialist within its energy trading division, they used the piece as an example of their expertise.  The client felt that this was a clear demonstration of their industry knowledge.  They won the assignment on an exclusive retained basis ahead of two well established executive search firms, placed the candidate and made a not inconsiderable fee.

What they say

“The team at BlueSky have generated an impressive amount of coverage for Twenty but it doesn’t stop there. They have a refreshing approach when it comes to PR and understand that it covers so much more than just the media. They have been instrumental in developing copy for our website; for our employer branding messages and for our social media channels. Regular visitors to the office are popular with the whole team, BlueSky is more than just a supplier; they are a key strategic advisor.” Adrian Kinnersley, Managing Director of Twenty Recruitment Group 

This edition we speak to David Press, Director at DMJ Recruitment.

Why do we use PR?

We use PR for a variety of [...]]]> For some recruitment businesses, the decision to undertake PR can be a hard one. Recruitment is hugely results driven and ROI is easily measurable. PR is different, and it can take some time to see results. With this in mind, we thought we’d feature a Q&A in each newsletter with a recruiter who uses PR, and why they do so.

This edition we speak to David Press, Director at DMJ Recruitment.

Why do we use PR?

We use PR for a variety of reasons but a key motive is that it places us as experts in the market place and gives us a ‘voice’ within a crowded and competitive industry. As a prominent presence in the market place, gaining coverage in broadsheets and targeted press allows us to enhance our brand but also stay at the forefront of our existing and potential clients’ minds, especially during difficult economic times. PR is also a very useful marketing tool when trying to win new business, allowing us to demonstrate our successes and experience. One of the most important parts of our PR activity is our social media strategy. We use Twitter, Linkedin, our blog and our website to demonstrate our wider interest and knowledge in our respective markets and to engage with our candidates and clients.

How do you measure ROI?

It is often difficult to measure ROI as it takes time for the cumulative effect of the PR to filter through. However we monitor traffic through our website via Google analytics and notice an increased flow in traffic after a blog or article has been published. We also measure ROI by how our clients and candidates react to the press coverage or events they have seen and make a note of any direct response on our database.

What advice would you give…

Do not underestimate the impact of PR on your business. It is easy to dismiss it on the basis of an increased cost, but with consistently good coverage it will have an enormous impact on your brand and reputation. In a crowded marketplace you need to stand out as experts and this is actually an extremely cost effective way to do this. The access that PR has to online and print publications means that your business will start gaining recognition outside your sphere of loyal clients and candidates which is critical if you are looking to expand your business. It is also key to ensure that you use the PR to its best effect at client visits and pitches. It is an invaluable tool that will separate you from your competitors.

This edition we speak to Maggie Berry, Managing Director of Women in Technology.

Q: Why do you use PR? A: We use PR [...]]]> For some recruitment businesses, the decision to undertake PR can be a hard one. Recruitment is hugely results driven and ROI is easily measurable. PR is different, and it can take some time to see results. With this in mind, we thought we’d feature a Q&A in each newsletter with a recruiter who uses PR, and why they do so.

This edition we speak to Maggie Berry, Managing Director of Women in Technology.

Q: Why do you use PR?
A: We use PR to make female technologists aware of the opportunities available to them in the sector, as well as helping businesses to understand the importance of gender equality in the workplace. We have so much to offer the industry that one of our major goals is to ensure that every woman in technology comes into contact with us at some point during their career. This can be through a networking event, through our site, or through reading our advice in the press coverage generated through PR. Another reason is that it has a completely different effect to advertising. Anyone with the right budget can buy advertising space, but PR places you as an expert in your field within prestigious and targeted trade publications.

Q: How do you measure ROI?
A: We measure ROI by how our clients and candidates react to the press coverage they’ve seen, and we monitor increases in our web traffic following PR activity. We get a lot of feedback on articles people have read that bring to light the positive work we do. That is how we know we’re getting our message out there.
Q: What advice would you give to recruitment businesses considering PR?
A: Don’t expect advertising and instant results. PR is a completely different kettle of fish and if you’re looking to use it to promote a short-term initiative, you may want to think about your aims. For example, if you’re trying to immediately convert sales, PR may not be for you. However, PR can work wonders for longer term aims, particularly given that recruiters aren’t always the most popular of professionals. If you have a niche and want to set yourself apart from the crowd and establish yourself in key media as an industry expert, PR is definitely for you. If you’re thinking about investing in PR, it is worth noting that identifying an agency that is an expert in your field may be more beneficial than a generalist PR agency. This is certainly the case with us and BlueSky, who know the recruitment sector and can identify with the challenges we face as a business exceptionally well.

Q: Why do you use PR?

A: We use PR [...]]]>

For some recruitment businesses, the decision to undertake PR can be a hard one. Recruitment is hugely results driven and ROI is easily measurable. PR is different, and it can take some time to see results. With this in mind, we thought we’d feature a Q&A in each newsletter with a recruiter who uses PR, and why they do so. This edition we speak to David Leyshon, MD of specialist technical and engineering recruiter, CBSbutler.

Q: Why do you use PR?

A: We use PR as a key element to achieving our ultimate business goals: namely to promote the company as an employer of choice, build the brand amongst target communities and, in all cases, to create positive messages for the market place.

Q: How do you measure ROI?

A: ROI within PR can be somewhat qualitative. While loose financial returns can be applied to media insertions, we largely base it around feedback from stakeholders. And in the case of candidates, the number of applicants who refer to key PR events, such as awards.

Q:What advice would you give to recruitment businesses considering PR?

A: Be clear about your priorities and business objectives, define your strategy and agree a set of expectations via measurable service levels e.g. the number of media articles per quarter. Once you’ve decided on your goals, hold regular reviews to discuss performance and fine tune the approach and tactics used. Be prepared to enter into a two-way partnership; the quality of work delivered by PR professionals is highly dependent on the material your team offers up – they cannot perform miracles!

Campaign: The Global Snapshot

Client: Antal International

Budget: £25,000 annual budget

Antal International, a management recruitment specialist, operating in 30 countries worldwide, appointed BlueSky PR to look at the marketing challenges generated by its global reach. Whilst the 75 individual offices were well known within their domestic markets, its [...]]]> For those still not convinced of the benefits a bit of PR can do, we’ll be featuring a range of case studies to show you what you can do, and often on a small budget.

Campaign: The Global Snapshot

Client: Antal International

Budget: £25,000 annual budget

Antal International, a management recruitment specialist, operating in 30 countries worldwide, appointed BlueSky PR to look at the marketing challenges generated by its global reach. Whilst the 75 individual offices were well known within their domestic markets, its overall global brand awareness amongst potential candidates and clients needed improving. Antal asked BlueSky to come up with a campaign.

Objectives:

• To raise awareness of the Antal brand on a global basis
• To keep the costs of the project down. Previous quotes from a major international PR firm had come in at £350,000 annually.

Strategy and plan: 

In order to keep the cost of the project down without sacrificing quality, the PR team came up with the idea of a simple quarterly survey which would monitor hiring and firing levels of managers and professionals in key markets around the world. The PR team knew this would appeal to both specialist and generalist media because employment trends are often are a reliable indicator of wider economic ones.

The survey, limited to four basic questions – are you hiring now, do you plan to hire in the next three months, are you firing now, are you planning to hire in the next three months, was carried out by Antal’s own consultants. The PR team reasoned that by including the consultants in the research would not only keep costs down, but also provide a valuable business development opportunity giving them a reason to contact potential clients.

With the research completed, the PR team turned it into a written report and then produced press releases tailored to each country.  The report was used for marketing purposes and the press releases were distributed on a global basis.  The PR team produced a ‘guide to dealing with the media’ so individual offices could distribute the releases to the local media without incurring large fees to use a news wire service.

Measurement and evaluation

The campaign generated hundreds of pieces of coverage in diverse media such as the Financial Times, CNN, Spain’s El Mundo, The Times of China, the Gulf’s Arabian Business, as well as TV interviews on stations such as CNBC.  All this has resulted in brand recognition and credibility on a global basis.

Results

As a direct result of the survey, Antal secured several new clients on a global basis. This included companies in the UK, Netherlands, China, Poland, India and the Middle East. During the 2 months following the release of the survey, the Antal website also experienced a 20% increase in unique users.