How Developing a Purpose-Driven Employer Brand Helps Attract and Retain Top Talent

The last few years have seen a seismic shift in the behaviour and attitudes of the global workforce. Unless you’ve been living under a rock, you are likely all too familiar with the phrase ‘The Great Resignation’ (also known as the Big Quit and the Great Reshuffle.) The clickbait term has dominated the news the world over, but behind the headlines is a deeply concerning economic trend. The numbers are sobering:

  • 41% of employees are considering resigning from their jobs
  • UK job vacancies are at their highest since records began
  • One-third of workers report being unhappy at work

This major disruption was spurred on hugely by Covid-19 (during which record numbers of employees voluntarily quit their jobs) however, this crisis is not just short-term turbulence caused by the pandemic. The trend has been quietly bubbling away for the past decade, coming to a culmination as employees took stock of their priorities during the biggest health crisis in a century. On top of all this, and in spite of a looming recession, the trend shows no sign of slowing down.

The Times They Are A-changing

In the past, people could be tempted into roles by the promise of job security and decent pay. In today’s world, that just won’t cut it. Employees are seeking purpose. They want to feel invested in the work they do, and they want to know that their employer shares those values. 

Understanding the role of purpose and culture in today’s workplace is vital. As is recognising the needs of diverse employees and Gen Z recruits.

In order to find a remedy for the Great Resignation, it’s crucial that employers get to the root of why people are leaving and what needs to change to keep them. Now’s the time to go back to basics and build a strong employee offer that meets the needs of today’s workers. 

Putting the Employee First

With more open positions than there are workers to fill them, employees are truly in the driving seat, and they know their worth. In the most competitive talent marketplace in decades, a small salary bump is not going to cut it; employees want to:

  • Feel a sense of belonging
  • Have flexible working options
  • Feel valued
  • Have growth potential 

So, how do you go about putting these values at the heart of your employee offer and retaining the fantastic talent you have whilst attracting more great candidates to your company? 

It’s time for businesses to invest in developing purpose-driven employer brands. Here are five factors that can transform your current organisational culture into one that attracts new talent and motivates employees to stay.

  1. Purpose, purpose, purpose

Organisations with a well-defined purpose have a much better shot at attracting and retaining top talent. In fact, a recent Harvard Business Review study found that a staggering nine out of ten employees would take a pay cut for more meaningful work.

Employees are not only looking for purpose-driven companies, but they also want to know that their leaders live by those values too. Leaders who can embrace the company’s purpose and lead ethically are much more favoured by Millennials and Gen Z workers in particular. 

  1. Recognise greatness

McKinsey & Company’s research on the Great Resignation found that a majority (54%) of employees who quit their jobs felt that they were undervalued by their employers. 

Truly talented people aren’t highly motivated by money; feeling special is often more important to them. Treat your top talent like valued individuals, not like members of a group. 

Skilled workers know their worth. It’s key that employers do too.

  1. Flexibility remains critical

The pandemic made it clear that employees can be as productive (if not more so) in a work-from-home environment. 

Remote work has become normalised over the past two years and can be a real morale boost for workers. It’s a great option for businesses, too, as it significantly opens the talent pool, allowing employers to recruit from anywhere in the country or anywhere in the world!

Offering flexible hours is also an important perk for workers today. It’s a win for employees with families, who can plan around childcare and school pick-up times. It can also be a bonus for those commuting into cities from the ‘burbs –  avoiding a nasty commute during rush hour can be a huge contributor to workers’ wellbeing.

  1. Promote a culture of inclusion and belonging 

Adjusting hiring procedures with an eye toward diversity, equity, and inclusion (DEI) is a great first step toward greater workforce representation, however, it’s crucial that this work continues beyond the hiring stage.

Ensure DEI initiatives are embedded in your talent retention plans by promoting an employee experience that recognises the specific needs of all employees. For instance, some underrepresented groups (like working mothers) may be more inclined to stay working at an organisation if they offer flexible work arrangements. If you are not prioritising DEI, and the specific needs of underrepresented employees, then there will be an inevitable knock-on effect on staff retention.

  1. Practice what you preach

It’s all well and good taking a position on these retention and attraction efforts, but it’s crucial that your words and actions match the promises you make. Anything you say to attract new talent is meaningless if your internal environment and actions don’t support it.

We are experiencing a major shift in the workplace; it’s only right to consider your talent retention and attraction strategy with the same level of scale and ambition. Things are changing, and the businesses that don’t keep up will get left behind. 

Six Ways to Show the Human Side of your Brand on Social Media

The clue’s in the name – social media marketing should first and foremost be ‘social.’ 

People want to feel a connection to others with authentic content that feels inspiring, informative and crucially, human. In essence, they want to engage with other people, not brands. 

The key to seeing success on social media, therefore, is to put humans (your customers and your employees) at the heart of your marketing strategy. 

A purpose-driven business has a head start when it comes to creating more human-centric content. Your commitment to a bigger goal is a powerful USP that can supercharge your efforts and ensure you stand out from the crowd on social. 

Presenting the human side of your brand will simply amplify your mission whilst building trust and emotional connections with your audience. 

Sound good? Read on for our six top tips for developing a strategy focused on humanising your brand. 

Use Video 

We know you’ve heard it a million times – video marketing is the most important element of any social media strategy. That’s because it’s supremely powerful, and if you’re on a mission to humanise your business, then video is everything.

One of the most powerful ways to utilise video is by giving your followers behind-the-scenes content that paints a picture of your business and your people; a video walk-through, a personal introduction or a behind-the-scenes tour is a great way to do this. 

Remember, these don’t need to be slick, highly produced videos, most phone cameras can capture brilliant footage nowadays, and a more informal approach to production (so long as it’s not too scrappy) will help with your efforts to make your social presence more human. 

And who should be featured in these videos, you ask? Well, that leads us nicely to our next point… 

Shine the spotlight on your employees

What better way to show the human side of your company than to put some focus on the people behind your brand?

Think about it, would you be more likely to engage with a logo or a face on your own social media feed? 

Social media allows you to bring your employees’ voices to life and gives your customers the chance to put a face to a name. This is a powerful asset – most customers will react best when they are able to know who they’re speaking with. 

Showing the faces of your team allows customers to connect with your brand on a deeper level, giving them a good idea of whether or not your brand’s values line up with their own. 

Content could include photos at team events or get-togethers, or behind-the-scenes tours led by an employee. This is a great way to get your staff to contribute to your content – encourage them to get involved; their personality will shine through if they can bring their own ideas to the table, and it will help them feel more valued and engaged with your company as well.

Research shows that consumers are increasingly preferring to do business with actual humans than faceless companies, so now is the time to let your employees shine online!

Sell less (yes, really)

One of the most important things to remember when humanising your brand is to take your foot off the ‘sell, sell, sell’ pedal and ease into a more gentle gear that prioritises great content over winning business. 

It may be tempting to shout from the rooftops about how great your service is, but your content should not be a glorified sales pitch to your followers. Instead, focus on the foundations of your brand – trust, integrity, reliability – selling the values at the heart of your business should be what captivates your follower’s interest.

Keep it chatty

One of the most crucial ways you can humanise your brand is through the language you use. 

Using industry slang, formal sentences, and third person tense are all big no-no’s. Social media is about creating dialogue and building those all-important personal relationships, so keep things light and breezy, and don’t be afraid to write as you speak. 

Some good advice is to act like you’re talking to your neighbour, be informal (but polite) and crucially – be human. Remember, you are not a robot! 

Use follower content

We know it’s all well and good for us to spout on about what kind of content will humanise your brand, but creating that content can take a lot of time. 

We get it. 

So, here’s an idea for the time-strapped – share your follower’s content. You can’t get a better endorsement than an enthusiastic Twitter post from a happy customer or an Instagram story from your biggest client. It also works wonders for making you seem human by centring on real-life human experiences.

Embrace storytelling

Want to show the human side of your business? Then tell your story. 

Storytelling is such a buzzword right now, and brands are getting smarter about how it can work for them on social media. It’s also a fantastic way to humanise your social feeds and build emotional connections with your followers.

How did your company start? Perhaps your founder was in a dead-end job and needed more purpose in their life; perhaps it’s a family business that has been passed down through the generations. Every business is made up of humans, and therefore every business has a human story. 

Your job is to tell it. 

The Human Touch 

Approaching the job of humanising your online brand may seem daunting, but so long as you keep a people-centric focus, you’ll likely find the job of creating content becomes much easier. 

Just remember to keep humans front and centre, be it your customers, your employees or other advocates. 

You’ll find that creating relatable and consistent human-focused messaging will not only grow your business but will also boost engagement as well.

Good luck, and remember that human touch!

Get to Know the LinkedIn Algorithm

The goal of the LinkedIn algorithm is to deliver the most relevant content to each user’s newsfeed. LinkedIn wants to keep traffic on their website and stop irrelevant or low-quality content from showing on newsfeeds.

Looking at clicks, likes, comments, and shares, LinkedIn’s algorithm fills newsfeeds with content that seems most relevant to a user’s actions on the platform. Knowing this can help you create and share relevant and helpful content that will encourage more interactions.

So, you need to define your business goals for the platform and think about whom you are trying to reach on LinkedIn. For example, are you trying to raise brand awareness for your company or collect sales leads? Or maybe you want to increase your influence as a thought leader in your industry?

Create a LinkedIn content marketing strategy around what your target audience would find most valuable, and post content that will help you reach your company’s goals for being on the platform.

As LinkedIn wants to keep traffic on the platform itself, here are a few ways you can satisfy LinkedIn’s goal while also delivering the most relevant and valuable content to your followers:

  • Post-text-only updates that don’t include URLs that lead away from LinkedIn. If you really want to include a URL that directs users off of LinkedIn, try adding it as the first comment of your post.
  • Use LinkedIn native video instead of linking it to YouTube or another website.
  • Publish Articles on LinkedIn’s Blogging Platform, Pulse, instead of linking them to your website.

On LinkedIn, videos are vital

Videos are 5x more likely to start a conversation, plus they tend to convert better. Members spend almost 3 x more time watching videos than static content pieces. Because video is the most important medium on LinkedIn, make sure you use LinkedIn native video and upload videos directly to the platform instead of linking to YouTube or other websites. This will also satisfy LinkedIn’s goal to keep users on the platform. In addition, you can share your LinkedIn videos to other social media platforms to drive more traffic to your LinkedIn page. LinkedIn videos can be up to 10 minutes long. Use short and concise descriptions for the video so connections know what it is about and are encouraged to watch. Since videos are the most successful form of content on LinkedIn, be sure that the videos are lightweight since 57% of LinkedIn users access the app via mobile phone. Stay away from Flash because that won’t work on iPhones or iPads.

Some advanced video tips:

  • The optimal length of a video is about three minutes. It’s enough time to be valuable to viewers, but not so long that they lose interest.
  • Include an SRT file with your upload, which will add captions so that even your connections who can’t listen to the audio can still watch your video and know what’s going on.

When using an image, it is good to include statistics from time to time

LinkedIn is all about networking; if people want to share an image, they want to appear knowledgeable. If your image has statistics or quick facts on it, it is more likely to be shared across LinkedIn. Though people want to see statistics and quick infographic videos, remember that users want to know there are still people behind the company. Don’t be afraid to show company milestones or highlight your company leaders! People want to see the human side of your brand. But don’t talk about yourselves too much — find the balance between highlighting your company’s human side as well as sharing other relevant content for your target audience.

Publish Articles on LinkedIn’s Blogging Platform, Pulse

Similar to the intent of native LinkedIn video, LinkedIn’s Pulse platform aims to keep traffic on the site when its users are sharing long-form content with their connections. One way to start incorporating Pulse into your LinkedIn marketing strategy is by using your company’s existing blog posts and repurposing them as LinkedIn articles. Be sure to edit the content to best fit the interests of the LinkedIn audience you are targeting. Then, after publishing the article, share the link in a post using excerpts from your article to entice followers. You can do this right after publishing the article or later, following these steps:

  1.  Scroll below to the end of the article
  2.  Click on ‘Share’
  3.  Choose ‘Share in a post’

This keeps users on LinkedIn, gives you content to share on your business page and helps drive attention to your content. Other types of LinkedIn articles you could publish could include company announcements, new hires, or your company’s reaction to trending industry news.

Share Your LinkedIn Content at the Optimal Time and at the Optimal Consistency

Now you know what to post, but when is the best time to post it? Timing matters on LinkedIn, and a little research on your audience goes a long way when deciding when to post your content so that it can reach as many people as possible.

Apart from the purpose/goal of your posts and the topics that will be of the most value to your audience, your social media strategy should also include the optimal time the posts should be shared to reach the largest number of people. When trying to find the optimal time to post, you should consider your buyer personas, time zones your connections live in, and your industry as a whole.

Make sure you target the right people

Most B2B marketers close their eyes and shoot their shots. However, once you have refined your strategy, it will make refining your target audience a lot easier.

The Post Targeted updates feature is a great tool for audience targeting on LinkedIn. These updates help tailor content to the specific audiences you are targeting. The posts will only target the corresponding feeds. In order to use this feature, your page must have 300 followers.

Posting a targeted update is quite simple. First, you have to draft your updates on the Home tab of your super content admin view. Then click the dropdown menu to select the audience you want to target. Next, add the target audience’s criteria on the target audience setting page. Then click ‘Save’ to secure this template and post!

The estimated target follower audience is the number of potential people who will see the post. If your targeted posts aren’t reaching a broad enough audience, remove some targeting criteria to broaden your audience. Employees will not be notified when posting a targeted update.

LinkedIn is a great platform where you can grow, learn, and connect with customers and professionals from your industry.

As paid advertising is used more widely across social media and organic reach gets tossed to the side, we’ve put together a free guide to help you boost your organic reach on LinkedIn.

13 Ways to Boost Your Personal Brand on LinkedIn

We’re all familiar with branding our business, but what about branding ourselves?

The past 18 months have been a turning point for many business leaders. No longer interacting at trade fairs and conferences, CEOs suddenly had a laser-sharp focus on their personal brand – and how that was represented online.

Working on your personal brand is an excellent idea if your offline reputation took a hit due to the pandemic. It helps sell and market you and offers a human element to your business. LinkedIn is by far the best platform for establishing your brand, but with so many people brand building, how do you get it right without getting lost in the sea of content?

A good strategy is essential, so here are our top 13 tips to start brand-building.

Getting the Basics Right

To start thinking about your personal brand, begin with the basics. Once you nail these elements, you can go on to think about content and outreach, but it all starts here.

  1. Remember – LinkedIn is your Living CV

Your LinkedIn profile is not something you fill out one day and then walk away from. Instead, it’s a living, breathing record of your achievements and career successes. So the first thing to remember when trying to ace your personal brand is to keep your profile updated – whenever you make a career move, speak at a conference or publish an article.

  1. Optimise Your Profile for Search

Did you know you can optimise your LinkedIn page for SEO?

Understanding your relevant keywords is a crucial aspect of understanding your personal brand. Determine the keywords you want to be found for when potential clients of employers search LinkedIn and use them in your headline, summary, and job descriptions. All the work you do to optimise your profile will be lost if you don’t choose the right keywords, as no one will discover your profile.

  1. Sell Yourself

Just as you would when talking about your business, it’s essential to sell yourself in your description. Again, be specific – include facts and figures to demonstrate your accomplishments, but keep it concise and to the point.

  1. Choose the Right Profile Photo

As with any branding, images are key. When people are skimming through your profile, the first thing they will spot is your profile photo, so it’s essential that the picture represents your brand.

Ensure your photo includes a clear view of your face and shoulders and is clear, crisp, and well-lit. You should be dressed professionally, and remember, a smile goes a long way!

  1. Don’t Forget Your Cover Photo

LinkedIn cover photos are another opportunity for you to shape your personal brand, so be sure to take advantage of this feature. Consider including your company’s logo or an image that reflects your profession. We’ve seen some great examples of company pages that include a CTA in the banner to engage visitors further.

  1. Make Your Headline Count

LinkedIn profile headlines are limited to 120 characters, so you need to get creative to make this prime real estate as effective as possible. Your headline needs to grab the reader’s attention and make them want to stick around. Once you’ve chosen your headline, test it on a mobile device too to make sure it works across devices.

Think Content

Now we’ve got the basics sorted, let’s take a look at how content can help shape your brand on LinkedIn.

  1. Write Articles

To have a chance of standing out in the crowded field of LinkedIn, you need to be creating your rich content. We know you’ve heard this over and over – that’s because it’s one of the best ways to demonstrate your knowledge and expertise and develop your brand on LinkedIn.

Most companies are sitting on a goldmine of information and data that would be interesting to your customers and/or peers; creating content is just about getting that information out there.

Even if you have a blog on your website, publishing on LinkedIn has specific advantages. All your connections get notified whenever you publish on the network, and you can choose to feature these articles on your LinkedIn profile.

  1. Create Brilliant and Diverse Content

The thing that will differentiate you from everyone else on LinkedIn is providing exceptional content that people simply cannot resist. Try to ensure this content is a diverse mix that represents all sides of your personal brand – videos, infographics, free ebooks, and live webinars are all great ideas.

  1. Reshare your top-performing posts

Keep a close eye on what posts perform best, and repurpose or reuse that content. They resonated with your audience, so take your own lead and let them inspire other content, and reshare those super-successful posts to get more traction.

Your Network
  1. Leverage Industry Influencers

Influencers are crucial to your personal brand – establishing relationships with influencers in your industry by mentioning them in posts can help boost your visibility on LinkedIn and affirm your personal brand for other users.

  1. Participate in Groups

LinkedIn groups are a powerful resource, especially as you develop your personal brand. Groups allow you to meet and mingle with other professionals in your industry and offer the potential of powerful connections and working relationships down the line.

There’s one crucial part to being part of these groups: participation. Comment, share content, offer advice and start conversation threads – this kind of engagement will mean you reap a lot more of the benefits of groups than if you sit on the sidelines.

  1. Keep an Eye on Connections

A huge part of LinkedIn is making and maintaining connections. Accept all requests that come in, even if you don’t know the person. The more connections you have, the higher LinkedIn will rank you, and the more others will see your profile.

  1. Engage

Crucially, you must continue to engage with LinkedIn for it to be an up-to-date authority on you and your personal brand. So regularly post, share, engage and keep your profile up to date. The more present you are, the more benefits you will get from the network.

LinkedIn is one of the most critical networks for personal branding; it’s a powerhouse tool to have at your fingertips, so we hope these strategies help you to make the most of personal branding on LinkedIn.

Top Tips on Utilising Email Marketing and LinkedIn for SMEs

In our hyper-digital world, there are a handful of essential digital marketing outputs that every business must embrace.

Even the smallest of SMEs can benefit from a solid digital presence, so we’d thought we’d do a rundown of two of the most important platforms out there – email marketing and LinkedIn.

We often hear that SME leaders assume that these tools are suited to the big firms, but no matter the size or industry of your business, both email marketing and LinkedIn can help you foster better client relationships, help establish your brand, and develop your customer base. Firstly, let’s take a look at how email marketing can work wonders for your business.

Leveraging Email Marketing for your SME

Email marketing is frequently cited as the most fruitful form of digital marketing – 80% of business professionals consider email a vital aspect of customer retention. Furthermore, when used correctly, email has the potential to deliver the greatest ROI of any marketing channel.

However, inboxes are a battlefield for marketers, so it’s crucial to remember the core strategies that make email marketing effective and ensure you stand out from the crowd.

One of the most important practices to remember with email marketing today is to be as transparent and open as possible with your customers. Generic emails won’t get you far, and an unsolicited approach is not only a violation of GDPR but also a sure-fire way to annoy potential customers.

So, in that spirit, focus on getting customers to subscribe to your newsletters, and build a powerful and robust email list by remembering the following tips.

Timing is everything

The optimum time to send emails will depend on your audience – so take advantage of research available online to get some advice for your firm. The day of the week matters too – Tuesday is reportedly the best day by far.

Provide one clear call to action

Don’t be tempted to fill your campaign with calls to action. Instead, keep things simple – emails with one call to action can increase clicks by 371%. To ensure maximum clickability, keep your call to action between 2 – 4 words and place it near the top of your email.

Keep things personal

Personalised emails have 6x higher transaction rates, so if you’re not already segmenting your audiences, then get to it! However, sending fewer, more relevant emails that recommend products based on past purchases, browsing history or include the recipient’s location can achieve better results than mass mailouts.

Don’t forget to test

Regular testing and measuring will ensure you are staying on top of your evolving customer base. First, find out what devices and email clients your subscribers are using and optimise these formats. Tools like Litmus let you test your email messages on various clients so you can fix any problems that might occur across devices.

Embracing LinkedIn for your SME

Companies of almost any kind can benefit from maintaining a LinkedIn presence, and although it does require a dedicated, platform-specific approach, the stats speak for themselves. In 2020, 94% of marketers were using LinkedIn to publish content; so, if you’ve not embraced LinkedIn yet – now is the time!

First things first, you need to start thinking up some ideas for brilliant content. Here are a few of our favourite ideas:

Publish how-to blogs or list posts

Writing informative articles is a great way to raise your visibility and start conversations on LinkedIn. It demonstrates your industry expertise and positions you as a thought leader. How-to blogs and list posts receive the most attention on LinkedIn and given their easily digestible formatting, it’s easy to see why.

Share industry-adjacent content

The key to LinkedIn articles is to consistently share information that interests your clients. Customers remember smart people who offer up reliable advice, so sharing industry-adjacent content helps keep you top of their minds in the long run.

Create screencast tutorials and presentations

A screencast is simply a video recording of your computer screen accompanied by audio narration. For example, use a PowerPoint presentation or high-quality visuals, and narrate as if you were giving a presentation. Screencasts are one of the most cost-effective techniques for producing video content and are the perfect place to start if you’re camera shy or don’t have a video camera.

Content is king, but it’s not the only thing you need to pay attention to if you’re trying to get a leg up on LinkedIn.

Building your following is a sure-fire way to gain traction on the platform, but you want to make sure those connections are relevant and add value to your network. So read on for our tips.

Add a page link in your email signature

If you’re already emailing someone professionally, it’s likely your page will interest them.

Add the follow company plugin to your website

This drives visitors from your website to your LinkedIn, increasing your reach.

Mention companies and pages in page updates

By mentioning companies with the @ symbol, it’s easier for them to reshare your content in front of your audience. Think about the companies you admire and have solid followings and mention them in your updates.

Keep it up

Post consistently – according to LinkedIn, pages that post daily get twice the member engagement. Try the 3, 2,1 technique to keep your content varied- every week, aim to post three pieces of industry-related content, two pieces of ‘proud’ content (content that makes your employees and followers feel good) and just one piece of product-related content.

Remember to engage promptly – reply, comment and ask questions and keep your business details and photos up to date. Building a community on LinkedIn requires attention.

LinkedIn and email marketing are crucial facets of any company’s digital marketing efforts, whatever size the business is. We hope these tips help you take advantage of these brilliant tools to reach your current and potential customers.

Low-Budget Digital Marketing Ideas for SMEs

Most SMEs are cost-conscious. 

We have to be. We’re good at finding ways to trim budgets while boosting the bottom line and making the money we have go far.

But how do you harness that savvy thinking when it comes to the ever-changing world of digital marketing? 

Thankfully, we’re here to help! 

Read on to find our top tips for rolling out brilliant digital marketing that will reach customers and convert leads without costing you a fortune. So long as you have some time and are willing, you can still achieve great success with digital marketing, even on a shoestring.

CREATE CONTENT 

Give Your Content Some Love

Creating brilliant content around your USP is one of the most powerful things you can do for free to get your brand out there. Remember that old marketing saying – Content is King? Well, it’s as true today as it has ever been. Despite the huge economy around content marketing, 

you don’t need to run ad campaigns or sponsored posts to get traction on social posts, and you just have to be posting the right content.

Here’s the advice we always come back to when helping clients think about what content will work for them:

  • Write content specific to your business goals
  • Ensure your content is written with your audience in mind
  • Set your own writing goals and principles (is your company tone friendly, approachable, formal or educational?)

Your choice of content will depend on what type of business you are, and where you have the greatest successes will be affected by many different factors. For most start-ups and SMEs, LinkedIn is the perfect starting point for sharing content, but most companies can also find great success with Twitter, Facebook, Instagram and even TikTok.

Create Multi-Purpose Content 

A great ‘cheat’ when it comes to content marketing is to remember that one piece of content can be leveraged in several ways. For example, perhaps you have published a white paper on your blog. Firstly, make sure you share it across your social channels, but then have a think about how you can extrude other content from it – could you make an infographic from the findings? Is there a great quote you could pull out and make into a graphic tile? Free resources such as Canva are great for creating simple graphics that can make your content work harder and go further.

Record Videos

We say it over and over – video is one of the best formats for sharing content online. Facebook alone boasts more than 4 billion video views per day, and all you have to do is look at the success of video platforms to understand that it’s the most effective and digestible way to present content in 2021.

Many startups and SMEs are nervous about producing their own video content, but it doesn’t need to be daunting. Videos do not need to be professionally recorded to be successful – a smartphone can work well to create short, engaging videos that entice customers. Showing the face behind the business is a really effective way to build trust in your company, so don’t shy away from putting yourself out there and heading up some video content.

THINK SEO

Smaller companies are often put off by SEO, and we get it. It can seem like an overwhelming task to optimize your web presence, but it is one of the most cost-effective ways to increase traffic to your site and improve your organic reach.

Keep It Local

An approachable way to tackle SEO is to focus on local SEO. While national SEO is driven by ranking in searches across the country, local SEO prioritises appearing in specific locations, making it more relevant to your base of local customers; plus, it’s free!

Local SEO can be time-consuming. However, the benefits over time can be huge, so it’s well worth investing some time into these SEO must-dos:

  • Add location-based keywords to the titles, headings, and body of your main website pages (think: “Oxford accountant”)
  • Get your company listed in online directories, ensuring your information is identical across platforms.
  • Create content on your blog specific to the neighbourhood you serve. 

Leverage Online Review Sites 

User-generated content is win-win. It’s great because it increases trust and confidence in your brand, and it also requires very little work from you! Oh, and it’s brilliant for SEO.

Encourage reviews on Google or Trustpilot, and (if the feedback is positive) leverage those testimonials by using them on your website and in your digital marketing content. 

Create a free Google My Business Profile

For local businesses especially, a Google Business Profile is one of the most effective free marketing strategies available. Taking advantage of this free listing allows your business to show up on Google Maps, the local section of Google Search, and the right-side Knowledge Panel for branded searches.

GET CREATIVE

Small budgets often require out-of-the-box thinking, so why not consider some of these creative ideas to take your marketing to the next level without splurging your budget?

Produce Your Own Podcast

The popularity of podcasts shows no sign of slowing down, and they can be a great way to connect with your audience. Why not think about reusing content, and record your first podcasts using old blog content? Promote through your social channels and respond to your audience’s needs and interests to create a cost-effective marketing product that your customers enjoy.

Run Webinars

If the last 16 months have taught us anything, it’s that video conferencing is a very powerful tool. Webinars are a free way to promote your business by providing helpful information to a wide potential customer base, no matter their location. In addition, they can be used to boost conversions, improve brand awareness and establish yourself as an expert in your field.

Ensure you promote your webinar through your social media channels ahead of time and send reminder emails to registrants, so they don’t miss it. As a bonus, webinars will help you build your email list. 

Enter Awards

You’ll find that most industries have business awards that you can enter. Some charge, but many are free. If you win or are even shortlisted, you can shout about your accolade on social media, giving your customers even more reasons to trust your company. You also may gain some press coverage if you win, so it’s well worth taking the time to fill out the application form to highlight the work you are most proud of.

Shoestring Digital Marketing

Ultimately, marketing doesn’t have to cost an arm and a leg. There are hundreds of tactics out there that can be really effective with a small budget, you just need to commit some time and energy, and you’ll soon be seeing results.

for loads more small business marketing tips, click here.

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.

5 Minutes with John Ashton

John Ashton spent his time writing for national newspapers and authoring books before coming up with an idea for a company in 2012 that put his talents to exceptionally good use.

Write Arm is a flexible writing resource for marketers. They provide companies with writers when they need them to create any type of written content – from exquisitely crafted straplines to blogs, scripts and books.

In 2020 he set up The KitchenTable Community, which is a peer-to-peer support community and marketplace for the owners and would-be owners of small creative agencies.

We spoke to John Ashton to find out more about the company, and to get his top tips on brilliant copywriting.

Hi John, thanks for chatting with Colour Me Social! What inspired you to start Write Arm?

I started the company in 2012 – I was thinking at the time, what’s my next career move? I thought about becoming a freelance writer again and I realised I wanted to build something bigger and flexible and more of the moment.

I hadn’t worked in the marketing world before then, so I knew nothing of it. I just took the plunge, with no idea whether it would float or not, but it did – much to my amazement and delight!

We started with just a small handful of writers; more and more have found us along the way, and we go out and find writers too – we’ve got scores of them now!

How do you work with businesses?

We do everything with the written word – broadly it breaks down into two types: on the one hand you’ve got content marketing such as articles, whitepapers, case studies, e-books; the other side is creative copywriting, things like static web copy, brochures and email sequences – anything that has a more overt marketing function than content marketing.

What type of businesses do you work with?

Anything from a small SME to multinational giants – we’ll work with any sizes of business, but we prefer to work with those with a marketing department. We work in numerous sectors; the ones that have been particularly strong for us have been tech, financial services and HR/recruitment.

What’s the motivation for businesses to come to you?

It’s very often the case that they just don’t have the resources internally. We work on an ad hoc basis, we don’t tend to charge retainers, which works for us because the clients don’t need us all the time. They often have people in-house who do some of the writing, but then they just get swamped.

What would you say are the main challenges you see your clients facing when it comes to content and copywriting?

The chief challenge is finding the right person to do the work. There are millions of freelancers out there but actually sourcing them and managing them is the real challenge. We’ve got where we are today by answering that need, by solving that problem.

How has your business changed in the Covid-era?

Well, we’ve always been remote. That’s the beauty of Write Arm. The staff work remotely, as do I, and all the writers work remotely. So we were geared up for it.

At the start COVID, everything went quiet for a week, but then it got very, very busy, and we’ve never been busier. I think it’s largely a legacy of working in tech – so many tech niches are buoyant at the moment, and we’re a beneficiary of that.

What’s your top tip for brilliant copywriting?

Great copywriting has to spell out the benefits of a product or service. Or if it’s not a product or service, then drive the message in a way that appeals to the heart, the head, and do so in as few words as possible.

Finally, what advice would you offer to small business owners to help them tell their story?

Invest in copy – it can make all the difference.

5 Minutes with Michael Gegg

What was your background prior to South Thames Marketing?

Immediately prior to setting up South Thames Marketing, I was head of global marketing for two of Hay Group’s (a management consulting firm) four business divisions. I left Hay after four wonderful years following its acquisition by Korn Ferry. Prior to that, I was head of international marketing and events for several years at Kenexa (now part of IBM). And back in the early days, I held marketing roles at a couple of psychometric testing and recruitment firms. So, my background has always been within the professional services space.

What inspired you to set up South Thames Marketing?

As with a lot of things in life, it was circumstance! I’d left Korn Ferry and was weighing up my next move. I’d always passionately wanted to launch my own consultancy and it felt this was the right time. Three years on, I wouldn’t look back. What inspired me? Having worked my entire career in professional services, I wanted to give back; supporting firms to just get better at their marketing. Working with clients of all different sizes gives me some great diversity, but actually working with an independent consultant or a big four management consulting firm, they have similar marketing challenges, just on a different scale.

How does South Thames Marketing help professional services businesses?

We support firms in several ways. Firstly from a strategy and planning perspective. Getting under the skin of what they are currently doing, assessing what they want to achieve brand and lead-gen wise and developing a strategy accordingly. From there we either hand that over for them to implement, or clients may ask us to support in certain areas (content creation, social media, creative design, campaign development etc) because they haven’t the internal resource themselves, or in some instances outsource their marketing in its entirety to us. We also support several international firms with European expansion or expansion into Asia. But in the first instance, we get to know the client and what they are looking to achieve and build from there.

What are the main marketing challenges professional services companies face?

Great question. There are several. But I think for me the biggest is staying relevant. The web is awash with content: white papers, blogs, videos all addressing a topic – it could be Brexit, it could be productivity, it could be attracting and retaining the best talent. The challenge is getting their voice heard over everyone else who is trying to have a say on that topic. Relevance is so important.

How can professional services professionals/companies stand out from the crowd?

Being human. Too many firms will try and cram every buzzword they know into a piece because they believe it adds credence. But at the end of the day you are writing (or presenting to) another human being –  I guess it could be a robot in the future! – so you need to write accordingly. My biggest tip always is when you’ve written something, read it back to yourself and then ask the question ‘if you’re sitting opposite that person in a business meeting or pitch’ is that how you would speak? If not, then start again. We’re all humans, including your clients!

How would you say professional services companies differ from other industries when it comes to marketing?

I’m probably biased here, but I think if you can succeed in professional services marketing, you can succeed in any industry. Working in professional services you are challenged every day. That could be with the quality of content/materials you have to produce to stay relevant or stakeholders you have to manage in-house, who all have an opinion that is apparently right! Succeed in this market and you’ll succeed in others. Yes, I know every sector will probably say similar, but come and spend a month in professional services and let’s have a conversation after!

What trends can you see happening in professional services marketing?

It’s already happening. More and more firms are adopting the new exciting digital technologies that are out there. The key is integrating your tech stack and maximising the insights you gain from the data.

What’s the best marketing campaign you have been involved in?

One of the last campaigns we rolled out at Hay Group was a campaign that explored the connection between employee and customer engagement. At its core was a report, where we’d undertaken an in-depth survey, but we’d then managed to interview and involve several of our clients from around the world. This was important as it added credence to our voice, but also allowed us to offer some incredibly interesting global insights plus the opportunity to create a number of supporting assets: extended case studies, blogs, videos etc. We rolled out the campaign in a crazy number of countries around the world, working with our local marketing colleagues, who we had to influence that this campaign would work in their particular market. In our planning we fully involved our local marketers, so we adapted versions of the report for different markets – this is so important. We held webinars together with in-person Forums in a number of cities. I attended the London, New York, Madrid and Sao Paulo Forums in person and seeing the report in multiple languages, speakers talking so passionately and importantly just seeing it resonate with every audience member was fantastic. The ROI we achieved was outstanding. Because we had involved clients and worked closely with them in the final report, we also managed to partner with the internal PR departments of some of them, which gave us huge traction when approaching the media. But, I cannot take the full credit, my marketing manager at the time, Louise Shaw, who is now doing fantastic stuff at Deloitte in Australia – I’m really, really proud of her, drove it and the success was 100 per cent down to her. As a leader, there is no better feeling than seeing someone on your team really thrive.

What is the best marketing campaign you’ve seen?

I’m not sure the best, but I love the Adobe marketing cloud ads – if you’ve not seen them definitely check them out!

Do you have any final words of advice for professional services companies wanting to tell their story/better their marketing efforts?

I just refer to what I said earlier, please, please remember your clients and prospective clients are human beings!