One such example is BranchOut, which has grown into the largest professional networking app on Facebook. After launching in July 2010, it now has around 25 million users. [...]]]> At BlueSky PR we recognise the value of social media and are constantly looking at opportunities with emerging platforms. We know how important it is to utilise new sites, but we also need to remember that the ones we already have are constantly evolving, and we have to keep up-to-date with any changes.

One such example is BranchOut, which has grown into the largest professional networking app on Facebook. After launching in July 2010, it now has around 25 million users. So, how can it benefit you?

If you upload your CV you can search and apply for jobs from over 3 million opportunities. After finding a role that looks appealing, you are able to see your own connections to the company as well as your friends’ connections. The aim is to add contacts to build up your network so that friends can help friends to find and secure a job.

It’s a nice idea, but undoubtedly it has been compared to LinkedIn as a professional tool. Given LinkedIn’s popularity, the common consensus seems to be that LinkedIn is better and, as they have around 150 million users, I don’t think BranchOut can be seen as a true competitor just yet.

Having said that, it took LinkedIn 65 months to reach 25 million users, whereas BranchOut did it in 16 months. In addition, Facebook has around 850 million users, so there is definitely an audience for BranchOut and it has the potential to expand.

As BranchOut is a Facebook app, it has been suggested that it is attracting first time job seekers rather than professionals. Although businesses do use Facebook, it still has a perception of being more for personal use by the younger generation, whereas LinkedIn has much more of a formal feel. However, perhaps this makes BranchOut more appealing to a wider audience who feel that LinkedIn is just for managers and executives. What do you think?

It’s clear that the two are going to be compared, as they are both using social media in order to achieve career goals, but I’d say there’s space in the market for LinkedIn and BranchOut at the moment. If you already have LinkedIn and aren’t a keen Facebook user, then the chances are you’re not missing out on a great deal. However, if you’re looking to use social media in your job search for the first time, why not give BranchOut a go?

You may wonder if you have the time and resources to manage another social media account but Pinterest seems to have many unique attributes. Unlike other platforms, [...]]]> Launched in 2010, Pinterest is now the third most popular social network worldwide after Facebook  and Twitter . Unique users doubled from 2m in January 2012 to 4m in March 2012 and Public Relations is number six in the top ten audience interests. So can this fresh new platform add value to your business?

You may wonder if you have the time and resources to manage another social media account but Pinterest seems to have many unique attributes. Unlike other platforms, Pinterest doesn’t allow direct contact which positions it as a ‘buzz-building’ tool rather than a direct networking device. Pinterest’s mission is to “connect everyone in the world through the ‘things’ they find interesting”.

The site is incredibly user friendly. Install the handy ‘Pin It’ button on your browser and grab images from websites to add to you Pinboards automatically. And when you pin from a website Pinterest automatically grabs the source link which enables you to credit the original creator. Although the site is overwhelmingly visual, you can describe your pin using 500 characters and it’s simple to integrate your Pinboards with Facebook and Twitter accounts. According to www.mashable.com 20% of Facebook users are on Pinterest daily.

So what opportunities could you create by embracing the latest online phenomenon? Businesses are able to create pinboards for each employee; recruiters can create boards for particular vacancies and organisations can visually document their achievements.

Pinterest is unlikely to replace Facebook, Twitter or LinkedIn, but used alongside established channels it has the potential to add colour and diversity to your online presence. Use your imagination and discover what you can offer the Pinterest community today.

Have you explored it yet? Let us know by commenting below.

I never tire of these questionnaires because, after years of evaluating customer/ client satisfaction surveys, I am always pleased to see a company that understands the value of feedback on its service delivery and performance.

However, client/customer satisfaction surveys should not be the exclusive [...]]]> When you buy something online from eBay or Amazon, use an online help desk or even when you get your car serviced, you will, more likely than not, be sent a questionnaire asking you to rate your experience.

I never tire of these questionnaires because, after years of evaluating customer/ client satisfaction surveys, I am always pleased to see a company that understands the value of feedback on its service delivery and performance.

However, client/customer satisfaction surveys should not be the exclusive domain of the online or B2C community. The feedback these surveys can provide is just as essential for owners and managers of any service provider who want to stay ahead of the competition.

If you are wondering what your clients’ think of your firm and the service it provides, then you should consider investing in a client satisfaction survey. If you still need convincing then there are 5 compelling reasons to survey your clients:

1. Your clients will appreciate it. They will see that you are trying to improve your service. Whether or not you receive positive or constructive feedback, your clients will appreciate the fact that you asked them. Acknowledging or implementing change in the light of their criticism helps you to build on the relationship and will hopefully increase client loyalty for the future.

2. It keeps you from guessing at what you are doing wrong.
“They will just say our fees are too high!” Not necessarily. Anonymous online or telephone questionnaires allow your clients the opportunity to give a full and frank appraisal of your service. You get the information you need and the clients have been saved any potential embarrassment during the process.

3. It gives you an opportunity to enhance your service.
Reaching out to your clients can provide you with insight into important features that might be missing from your service. Your clients may even make you aware of new value–adds or service concepts that you might not have previously contemplated.

4. It keeps you from coasting.
Quality customer service can mean the difference between retaining key clients and losing them to competitors who, appear to, value their custom more.

5. It makes for good PR
Ask your clients to rate your service in different areas and then publicize your high scores in your marketing materials. It gives weight and credibility to your statements about your service quality.

This is my first venture into the world of PR, and despite having a lot to learn I’m looking forward to getting involved and showing people (including me) what I’m capable of… after I’ve finished the training programme that is!

My ideal job hasn’t always been PR, and until recently I’d channelled my energies towards journalism. Writing has always been my passion, and as [...]]]> Hi, my name is Kerry and I am one of four new additions to the BlueSky PR team.

This is my first venture into the world of PR, and despite having a lot to learn I’m looking forward to getting involved and showing people (including me) what I’m capable of… after I’ve finished the training programme that is!

My ideal job hasn’t always been PR, and until recently I’d channelled my energies towards journalism. Writing has always been my passion, and as a student I ensured I found work with local radio stations and newspapers. I went on to complete a degree in Multimedia Journalism in 2008.

After graduation, my career path took a wholly different direction from what I’d imagined, and rather than working my way up from the bottom of the local paper, I found myself working first as a recruitment adviser, and later for a university in a secretarial / administrative role – hardly the ideal start for a budding journalist, or so I thought. Whilst I’d never envisaged myself in either of these professions, I discovered that I adored them both. I got the most enjoyment from building relationships with those I collaborated with on various projects, and using that bond to create something unique and beneficial. Then came my interest in PR, a perfect way to combine my writing and communication skills, and get to be a crucial part of journalism today.

Outside of work I like nothing more than to lose myself in a book, or a film for a few hours. I also love live music, and Formula 1 which has me hooked each season.

I’ve joined BlueSky on the Education side of the business, and I’m hoping that my job history and qualifications will help me find my feet so that I can become a valuable member of the team.

Since then I have spent time interning at Cirkle Communications and worked as a Marketing Assistant at Eshop Retail Group where I commissioned a brand new ecommerce website and [...]]]> Allow me to introduce myself. I’m Carly Smith, one of the lucky four chosen to join the team at BlueSky as an Account Executive. I will be working on the recruitment side of the business. I graduated from the University of Bedfordshire last year with a degree in Journalism and Public Relations.

Since then I have spent time interning at Cirkle Communications and worked as a Marketing Assistant at Eshop Retail Group where I commissioned a brand new ecommerce website and introduced the company to the wonderful world of social media.

I can’t tell you how excited I am about this opportunity and how much I am looking forward to learning the ropes, meeting our clients and of course, contributing to this blog. Watch this space…

As a recent Geography graduate a career in PR is perhaps not an obvious choice. However, my degree has provided me with a love and knowledge of international issues, as well as transferable skills in research, writing and communication.

I am passionate about international development and, during my second year at university, I was lucky enough to have the opportunity to go to Kenya on a field trip. This [...]]]> Hi, I’m Hannah and I’m one of four new members at BlueSky PR.

As a recent Geography graduate a career in PR is perhaps not an obvious choice. However, my degree has provided me with a love and knowledge of international issues, as well as transferable skills in research, writing and communication.

I am passionate about international development and, during my second year at university, I was lucky enough to have the opportunity to go to Kenya on a field trip. This really opened my eyes to the complexities of poverty, and I went on to carry out an internship at a charity.

My other interests are creative writing, reading, and anything arty. I also have an eye for detail and, consequently, am carrying out a proofreading and editorial skills course in my spare time.

I’m thrilled to be part of BlueSky PR and will be working on the recruitment side of the company. I am looking forward to bringing a different perspective to the team and am very excited for the challenges that lie ahead.

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.