At BlueSky, we’ve been specialising in PR for the recruitment industry since 2002. In this time, we’ve seen how our clients really get the most out of our services, but PR is only of benefit if used in the right way.
Are you a recruiter looking to invest in PR? Here are some top tips to get the most out of your money:
1. Set objectives – Before you invest in PR, it’s important to really think about what you want to get out of it. Is it that you want to get more clients? Are you looking for new candidates? Are you recruiting and want to attract the best talent? When there is a clear understanding of your aim, your PR strategy can then be aligned with the right audiences.
2. Have a plan – As well as having key objectives, you also need to ensure you have a clear plan in place. PR success isn’t something that happens overnight, it has to be seen as a long term strategy. On the other side of the coin, there isn’t any point in having a flurry of activity in the first few weeks of starting a campaign and then not doing anything for six months. Any PR campaign needs to be a continuous drip feed approach.
3. Involve consultants – In order for a PR campaign to be successful, buy-in from your consultants is key. There needs to be an understanding across the organisation of how consultants will benefit. Make sure that they are included from the very beginning when you set your objectives.
4. Use your PR – When recruiters feature in an article whether in print or online, the temptation is to simply put a copy in a folder in the reception area. But you need to remember that the people sitting in your reception have already found you. It’s more important to ensure that your coverage is shared by disseminating it through all the channels at your disposal – and also using it in your own marketing and business development efforts.
5. Measure it – In order to see the benefits of your PR campaigns – and the return on your investment – you should be measuring the outcomes. What has happened to your website traffic? Have your LinkedIn company page followers increased? You should have these metrics in place before you start so you can see exactly what you’re getting for your money.