Be your own PR and how to win business as a direct result of your recruitment

blog

PAUL MACKENZIE-CUMMINS

Director, ClearlyPRPR, Editorial and Content for Recruiters, Job Boards and Industry Suppliers

① What’s the point in having a blog?② What constitutes a blog that people really like?③ What content generates new business leads?④ How do you promote your blog?⑤ How do you measure the success of your blog?

① What’s the point in having a blog?

TO ENTERTAIN

TO SELLTO TELL

TO LISTEN TO UNDERSTAND

TO HELP

② What constitutes a blog that people really like?

Pillar 1: Information

What happened?

Pillar 2: Analysis

What does it mean to your audience?

Pillar 3: Helpful

How can I help?

Pillar 4: Timely

Why now?

Be valuable

③ What content generates new business leads?

Focus your message on your audience

Get it right… or get it wrong

1. Find the right topics to talk about- Look at what you can talk authoritatively on- Trending stories (Google News, Buzz Sumo)- If you’re still struggling…think about where you are today

2. Repurpose existing content into your blog- White papers, videos, e-books- Event attendances, webinars participated in- Annual reports, company presentations

3. Think like a publisher- Make your content ‘marketable’- Keywords- Marketing analytics

4. Will your content pass the 10 second test?

Clear and obvious headlines work best

① Why older workers are vital for the UK’s jobs market

② The Imitation Game of recruitment marketing: Why recruitment business owners are getting their marketing wrong

③ Why Private Banking must get more digital (or risk losing out to their competitors)

5. Don’t go on too much…

“This report, by its very length, defends itself against the risk of being read”

6. Make your landing page effective

Keep it easy, keep it quick

600 views, 70 likes LinkedIn

193 views - website

120 views in March alone 132 views, 4 likes – LinkedIn

108 views - website

④ How do you promote your blog

PINTEREST

TWITTERFACEBOOK

LINKEDIN GOOGLE+

INSTAGRAM

‘SOCIAL SHOPPING’/YOUNG

FEMALES(2M UK USERS)

REAL-TIME NEWS CONSUMPTION

(15M UK USERS)

BRAND FOCUSED(31M UK USERS)

WHITE COLLAR NETWORKING/INDUS

TRY NEWS(10M UK USERS)

BRAND-LED/MALES/ABOVE

AVERAGE SALARY(12.6M UK USERS – 3.9M ACTIVE)

90% UNDER 35/VISUAL ENGAGEMENT

(300M USERS WORLDWIDE – BIGGER THAN TWITTER)

Email signature LinkedIn company page Company newsletter

⑤ How do you know its working, how do you measure your blog’s success?

TO ENTERTAINTO HELP

PvPage views

NmNew members

DgDemographic

NvNew visitors

LeLeads

RiRequests for info

BrBounce rate

SaSales

ShShares

EnEngagement

UvUnique visitors

DoDownloads

1 4

2

3

8

7

6

5

9 12

11

10

Has it worked for us?

The result for us? Our only form of promotion is our blog, LinkedIn blog, and Twitter activity

- Website traffic: No. Page Views up from 3,422 (Feb-Oct ‘14) to 12,565 (Oct ‘14-Apr ‘15) = 267% increase in traffic

No. Unique visitors up from 971 (Feb-Oct ‘14) to3,319 (Oct ‘14-Apr ‘15) = 242% increase in unique users

- 3 current clients a direct result of our blog, 1 new business lead this week alone - Employer branding - recent recruitment drive: We saved ££’s on agency fees (sorry!!)

Looking to raise your online branding?The choice is…

@ClearlyPRwww.clearlypr.co.uk