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Using the press to reinforce your brand

With the New Year now upon us, one thing is clear, that the skills shortages experienced across a number of sectors over the last 12 months are likely to continue well into the coming year. Shortages across key economic sectors will undoubtedly continue to present significant opportunities for recruiters, but how can businesses differentiate themselves from their competitors to attract candidates and win assignments?


In one of our recent think tanks, ‘The Challenge of Marketing in Today’s Recruitment Sector’, all of the delegates agreed that the nature of the profession means there is little opportunity to establish a truly unique, tangible USP. The recruitment process is one with minimal room for adaptation, so instead of focusing on promoting a unique selling point, recruitment professionals should be concentrating on establishing and promoting a ubiquitous brand message.


Gaining press coverage in outlets such as national, regional, or industry specific publications, are all great ways to promote your brand. Providing comments for articles on current issues can also be a fantastic way of proving your expertise on a specific topic, especially in industry specific publications. This coverage could then subsequently be used in pitches to help you win further assignments.


Creating original content and positioning yourself as a thought leader is also a great way to reinforce your brand and set yourself apart from competitors. This content can help you to engage with arguably the most vital pool of talent – passive candidates. By providing these professionals with valuable and interesting content, you can create open channels for conversation, and keep them engaged. This kind of content could potentially take the form of a blog on a website on platforms such as LinkedIn Pulse.


Social media is also a great way to reinforce your brand image and communicate your company’s message. Supporting a social media presence on sites such as Twitter, Facebook, LinkedIn and newer platforms such as Instagram, with credible print coverage creates a personable but also reliable brand image. By creating profiles on social media sites, and maximizing your online presence, you can not only increase brand awareness, but also engagement.


So with the 2015 now behind us, make sure to consider how you are using different outlets to promote your brand, and ensure you are attracting the top talent over the next year.


You can access our white paper ‘The Challenge of Marketing in Today’s Recruitment Sector’ here.

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