Foyne Jones is a specialist recruiter of sales, managerial and executive appointments within the construction supplies and manufacturing sectors. With a background of professional sales within organisations such as Travis Perkins and Jewson, founders Jonathan Foyne and Peter Jones launched the company in 2003 in order to utilise their specialist sector knowledge.

The Challenge

Having recognised there is a lack of females in the construction supplies and merchants industry, Foyne Jones wanted to look at ways of addressing the issue and attracting [...]]]> The Company

Foyne Jones is a specialist recruiter of sales, managerial and executive appointments within the construction supplies and manufacturing sectors. With a background of professional sales within organisations such as Travis Perkins and Jewson, founders Jonathan Foyne and Peter Jones launched the company in 2003 in order to utilise their specialist sector knowledge.

The Challenge

Having recognised there is a lack of females in the construction supplies and merchants industry, Foyne Jones wanted to look at ways of addressing the issue and attracting women to the sector.

The Solution

BlueSky recommended a LinkedIn campaign, beginning with a survey across a variety of industry relevant groups to understand the full extent of the issue. The results of the survey highlighted that not only is there a limited number of females in the construction supplies and merchants industry, but also that this topic was of interest to many people across the sector.

In response, BlueSky set up a LinkedIn Group with Foyne Jones aimed at bringing together Women in Construction Supplies and leaders across the sector to tackle the problem. Within 24hours the group had over 40 members, with a large proportion immediately taking part in the discussion.

What they say:

“LinkedIn is such a major tool for recruiters. We’ve had a great response to the group so far and I’m looking forward to using the group more to tackle the issue of getting women into this male-dominated arena.” Peter Jones, Director of Foyne Jones

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

So, over a week ago we started posting out adverts for three graduate recruits to come [...]]]> We’ve read a lot of news stories lately saying that levels of graduate unemployment are high; it’s difficult to get a job as a graduate; or there are no opportunities out there for recent grads etc. In response to this, and as an organisation looking to grow and bring in new skills, we thought we would target the graduate audience with some new job opportunities.

So, over a week ago we started posting out adverts for three graduate recruits to come and join the BlueSky PR team using various graduate jobs boards, expecting a barrage of CV’s and applications. But to our surprise, the response has been lower than we would expect. So where are all the PR grads?

Now it may simply be that graduates no longer use jobs boards to find a graduate scheme, or even that students are too busy with their exams and coursework at the moment to be applying for jobs; or none of the above. All I know is that this is a fantastic opportunity (or three!) for someone who really wants to get stuck into the PR industry and develop their skills so shouldn’t be ignored.

And as the newest member of the BlueSky team I can certainly vouch for this. In the few months I have been here I have had access to some fantastic opportunities to develop my skills and really be part of an amazing team. So if this message in a bottle reaches any of you graduates out there, why not send your CV to vickie@bluesky-pr.net for your chance to become a BlueSky PR team player.

Interested? Check out the full Job Description on our Join Us page.

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.

The Costa Concordia cruise ship incident has been plastered all over the news this week and with the ongoing debate of how this disaster happened continuing, I have been eagerly looking at the reaction of the cruise ships owners, Costa Cruises.

So what have I found? Truth be told, the answer [...]]]> It seems like an obvious rule, but all too often we see examples in the news of companies failing to implement the most important factor of any crisis communication: actually communicating.

The Costa Concordia cruise ship incident has been plastered all over the news this week and with the ongoing debate of how this disaster happened continuing, I have been eagerly looking at the reaction of the cruise ships owners, Costa Cruises.

So what have I found? Truth be told, the answer is very little. There seems to be few, if any, statements from the company in much of the news coverage. This lack of communication is leading to widespread gossip about the whole incident and with each negative tweet or article the reputation of the organisation is sinking as quickly as the ship.

Have we learnt nothing from the BP oil disaster not too long ago? BP were highly criticised for their lack of communication during the crisis and I had hoped many organisations would take this example on board (no pun intended).

The key rules any organisation should follow when handling a crisis are:

1)      Communicate – don’t disappear off the radar the second disaster strikes. Communicate with the public and the media with constant updates. If an extended period of time has passed between communications, let them know you are still working and have nothing to report

2)      Don’t lie – liars get caught out eventually, and once they do the damage done to their reputation can often be irreversible

3)      Apologise – obviously I’m not suggesting you implicate your organisation or suggest you are fully to blame, but an apology goes a long way. In the cruise ship scenario, sharing your condolences to families who have lost loved ones and sympathy to anyone involved is highly recommended.

4)      Be concise – make sure you are being consistent with messaging. Nothing looks more suspicious than an organisation constantly changing their story

5)      Nominate a spokesperson – for the sake of consistency this should be the same person, preferably a senior member of staff with experience or training when it comes to speaking to the press

Finally, and most importantly, be prepared! Don’t wait until a crisis hits to discuss your crisis communications plan; that simply will not work. If you don’t have an effective plan in place you risk damaging you brands reputation which can have a domino effect on the business itself.

Chances are you will never need to implement the crisis communications plan, but it never hurts to be prepared.