5 Minutes with Kathy Koomson

We sat down (virtually) with Kathy Koomson, Head of Brand and Marketing at Core Talent, to find out more about marketing in the world of recruitment, the changes the industry has seen over the past ten years, and what the future holds.

Hi Kathy, thanks for chatting with Colour Me Social! Tell us about your background before joining Core Talent?

I’ve been in marketing for over 20 years and just been elected as a Fellow of the Chartered Institute of Marketing. Before I joined Core Talent, I worked as a Commercial Manager and Head of Product for an English manufacturer – that role gave me an excellent insight into Engineering & Manufacturing. Before that, I was at Bank of America/MBNA for 10 years and held various positions in marketing. During my last role, I was Head of Retail Strategy and managed the Retail Strategy Team, which was financially results-driven and creative.

What prompted you to move into recruitment marketing?

Core Talent asked me to come in on a contract basis and help initially as they wanted a new website. However, the further I got into the business, it became clear that it was an exciting growing business. A new website would not do it justice, so we completely rebranded and repositioned the company with a new logo, colour palette, and imagery. We even developed our values with input from clients, candidates, and employees. I have been with Core Talent for almost five years now. Recruitment Marketing is exciting and fast-paced; you need to be creative to appeal to candidates with job opportunities, informative to clients, and persuasive to potential employees. It’s a very stimulating company to be part of.

How does Core Talent help businesses?

We’re a specialist, engineering & manufacturing, construction, and consultancy business, and now we work globally across the UK, Europe, the USA and China. Our Directors actually transitioned from engineering and purchasing into recruitment, so they worked in the industries we recruit, adding significant value to technical knowledge and ability. We’re not a generalist recruiter – we really understand our clients’ needs.

We have consultants working in very niche markets, and they get to understand the client, the candidates, and the actual market incredibly well, so we’ve got some excellent knowledge. 

We recently developed our consultancy division, Tactical Consultancy. So we offer more than a recruitment service. We can re-engineer recruitment processes, manage a temporary workforce down to the payroll, provide competitor intelligence, support social media activity all support and improve our client’s recruitment processes. So we help clients in a lot of different ways. 

What does your role entail? 

My remit is the internal and external brand. So I’m looking at anything related to communications, branding, our messages, external brand, and internally. I am also responsible for introducing new products and innovation in the business and managing performance and spend on job boards and advertising platforms. As our consultancy division grows, I support clients with their social media and marketing, which is an exciting new angle to my role.

What does an average day as Head of Brand and Marketing look like?

On a typical day for me, I’ll come in and check my emails, and then I develop social media posts. I will also review the current performance of Core Talent and our client’s social media activities. As I manage the website and job boards, I will also analyse performance and ensure the consultants are supported with any queries.

I will also produce collateral, presentations, and pitches for new clients. Or I could be briefing our creative agencies or be speaking to Phil at Colour Me Social about social media activity. I often attend various meetings with consultants or the Directors who’ve got a particular challenge or particular piece of support they need. 

So, it’s pretty well rounded – it’s not just about the marketing. It’s about supporting the business, clients, and candidates using my expertise and experience. 

How would you say recruitment differs from other industries when it comes to marketing?

With recruitment, three key audiences are always at the centre of what we do – candidates, clients and employees/ potential employees.

We moved from a candidate-rich, job-short market to a job-rich, candidate-short market, so we have to work even harder to get exactly the right people for our top jobs.

With clients – it’s about bringing new ones in and supporting the clients we have. For the other audiences, our people, it’s essential to keep them engaged and happy at work. We are on a recruitment drive and always looking for new employees. This could be experienced recruitment consultants, trainees, or graduates – we want to attract those kinds of people into the business, so we need to demonstrate what it’s like to work for us. Everything we do needs to ensure that all of those audiences are considered.

How has the role of marketing within recruitment changed in the last ten years?

Years ago, you could put a job on a job board, and you’d probably more or less fill that job from that advert. But now, it’s about a lot more than that. You can’t just put a job on a job board and think it’s gonna drive people; you have to have an online presence, offer a variety of services and have an extensive network. So it’s critical, now, I think, to have a marketer within a recruitment business to support recruitment activities and the company. So it’s a lot more popular now to find experienced marketers and agencies than ever because recruitment really does need it. 

What marketing trends can you see happening in recruitment?

LinkedIn has become more and more popular for many recruiters; I see a lot of firms invest a lot more in terms of LinkedIn. They’re also changing how they communicate on social platforms – it’s much more creative, whether it’s white papers or explainer videos. This is true of Twitter, as well, but to a lesser degree. So there’s a lot more investment going into social media now than there was before. 

Also, as we see in other industries, a lot more digital technology is coming into the recruitment market that supports consultants and candidates. Video interviews, for example, have been invaluable over the last 15 months. However, I don’t think human contact should or will ever be replaced in the processes, but there will be many more shifts in the next few years with these great new technologies being introduced.

How has Core Talent changed in the Covid-era?

It has been difficult, as it has for everyone. We had to rebuild our workforce and restructure to enhance our offering in the US and Europe. Business areas like international construction and data centre construction continued to perform really well, as mission-critical projects were still ongoing. In contrast, other markets went a lot quieter during the first lockdown. So as a business, we’ve spent the last 12 months really looking at our markets, expanding further in the areas where we see more significant growth, like E-mobility, autonomous vehicles and AI, and dealing with our usual fields of construction and manufacturing.

Finally, what is the best marketing campaign you’ve seen?

There have been so many excellent campaigns I have seen and experienced over the years. I admire the teams who have created the current public health campaigns we have all been exposed to over the last 15 months. They have had to get the information and strategy out to the whole country in a short space of time and ensure that the core message is memorable and easy to follow.

There are also two above-the-line advertising campaigns that I have always loved. The Guinness Surfer/Horses advert and the Dairy Milk Gorilla advert. The mix of cinematography, the characters, the straplines ‘good things come to those who wait’ and ‘a glass and a half full of joy’ set against the musical score all contribute to these adverts being some of the greatest and most memorable of all time.