There’s a lot of noise in the recruitment industry from cliched ‘what the Lionesses victory taught me about the RPO market’ type LinkedIn posts through to some teeth-grindingly bad employer branding. That means the real experts, who aren’t always the loudest voices, get drowned out.
Despite the more negative brands that take much of the attention and feed into wider perceptions about the hiring sector, agencies up and down the country are filled with consultants, directors and leaders who have sharp insight, deep knowledge of their sector, and a strong understanding of what their clients and candidates actually need. But more often than not, that expertise remains locked behind closed doors, and shared only in one-to-one conversations, internal meetings or via personal networks and recommendations.
But that represents a massive missed opportunity. At a time when trust has never been a more critical element in building business relationships, both clients and candidates seek advisors who truly understand their world and how it operates at an intrinsic level, with knowledge that matches their own. Consequently, shaping the perception of an agency and highlighting its expert proficiency can be one of the most powerful tools in your brand’s arsenal. Not because it looks good, although it certainly does, but because it opens doors, starts conversations, and creates long-term value. The kind of value that no advert, cold call or trashy video can replicate.
Thought leadership is – like much of PR and media relations – largely misunderstood. Some still see it as a largely ego-driven exercise, or even a vanity project, but most are increasingly recognising that it’s one of the more effective ways of building trust, and highlighting knowledge. Both clients and candidates are more experienced and aware of when they are being sold to, and have heard the same ‘people-powered relationships’ and ‘tech-driven solutions’ talk a million times before.
Instead, a more nuanced and subtle approach is needed, which is where thought leadership can be so effective. But the best thought leaders are not the loudest or the most visible, instead they are the ones who offer something useful; who bring clarity to complexity, who can make sense of what’s happening in the market and, crucially, who can help others make better decisions because of it.
As most readers will know, businesses are increasingly looking for hiring partners that do more than just fill roles. The economic climate has meant they are now seeking agencies that offer a broader range of support and can deliver true insights and anticipate challenges before they appear on the horizon. When a consultant is quoted in a reputable trade or sector publication discussing skills demand, or writes an article on diversity trends in their sector, for example, they’re adding weight and value to your brand, and making it a more attractive proposition to decision-makers. This is far more effective than traditional advertising or direct marketing, much of which is increasingly ignored by consumers bombarded by information and brand messages. Thought leadership, done effectively, sneaks through this mental filter because it adds value, which is in demand in the increasing drive for efficiency seen across almost all markets.
Naturally, not every consultant or leader needs to be an industry thought leader or spokesperson. In reality, there is not much demand for your Chief Financial Officer’s views on diversity, just as the opinions of HR leaders on the economy aren’t highly sought after.
Instead, it is about identifying the individuals who have something interesting - and relevant - to say and then supporting them to say it well. These may be your senior consultants, sector heads or even newer team members who bring fresh thinking. With the right support from a PR partner, these voices can be shaped into comment pieces, interviews, podcasts, media opportunities or even speaking slots at events.
Many agencies are dissuaded from adopting PR because they don’t see any demand for their insights. In reality, they should probably have more self-confidence. The media is far more open to the views of the recruitment market than many realise; we receive dozens of enquiries every day from journalists across a range of sectors who are looking for credible voices who can explain market movements, share hiring data, or give an on-the-ground view of what businesses are struggling with. A glimpse at the FT, City AM or Times websites will show you that a huge amount of content and news is based on these subjects, and this is exactly the type of expertise recruiters hold. The challenge is converting into something of interest, and that lands with the media because it’s positioned, written and timed in the right way. That’s where PR is critical.
We have seen countless examples of agencies attempting to ‘do PR’ themselves, and nearly all of them fail almost immediately. There’s no doubt many firms will have talented writers with charisma who can highlight what they’re seeing on the ground proficiently. But packaging it correctly, timing it effectively to sync up with wider topics of public interest and the plans of the right journalists and then finding the appropriate platforms for both the message and audience is another specialism entirely. Only with expert guidance can the seeds of effective thought leadership – the expertise of your consultants and leaders - be turned into timely, relevant narratives that catch the attention of editors, gain traction online, and start meaningful conversations with your target clients and candidates.
This approach needs to be strategic. Too many agencies try to do everything at once, only to burn out after a couple of posts or articles. The firms that succeed in building thought leaders treat it as a long-term strategy because they understand that credibility is not built overnight. It is earned gradually, over time, by showing up consistently with insight that resonates.
There are also other benefits to this activity. When your consultants see their colleagues being featured in respected publications or speaking on panels, it boosts morale and reinforces pride, which in turn aids retention and supports the development of stronger internal cultures, particularly in an industry where attracting and keeping good people is one of the biggest challenges.
Equally, it also offers additional content for use on other platforms, and to be recycled across all marketing activity. In fact, thought leadership should not sit in isolation. It works best when part of a wider PR and marketing strategy and a more joined-up approach ensures that the effort involved in creating content delivers maximum return. It also helps you measure the impact over time.
Whether your agency wants to grow, attract larger clients, seek new employees or position itself more effectively, investing in thought leadership is a smart move. It offers a platform for consultants and leaders to add value and build trust, subsequently strengthening the brand and position your organisation as more than just a supplier, but as a firm that truly understands the industries they operate in. PR is the vehicle that gets to this stage and, with the right support, consultants can move from being seen as just another voice in a crowded space to becoming trusted commentators, sought-after speakers and go-to sources of insight. In an industry where relationships really matter, that kind of influence is truly invaluable.
Speak to us today to find out how to shape your key internal stakeholders into recognised industry thought leaders.
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With over a decade’s experience in PR, marketing and communications, Bruce develops and executes media relations, content and social media strategies for firms in the recruitment and hiring industries, as well as suppliers to those sectors and other organisations both in the UK and internationally.