We had great fun at this year’s Recruitstock and we were all blessed with some amazing weather down at the New Forest. Plenty of new faces this year too!
We took some drones along and ran our very own Air Race which was great fun and enjoyed by all of those brave enough to have a go (and even those that just wanted to watch).
Here’s a little clip of the highlights on the main day. Enjoy!
Written by Tony Fitzpatrick, Brand Consultant at Tonic.
This year saw the 25th anniversary of the RADs and against my better judgement I decided to go along. Well, when I say ‘I decided’ a more accurate description of what happened would be to say that I was the victim of a pseudo-Shanghaiing by my colleague Tam – one moment I was happily sat at my desk soaking up the sunshine of a glorious EB project, the next I was waking up to the fact I would be spending the evening in the belly of the good ship Grosvenor House.
Still, it was the 25th anniversary, after all, and we had been promised a retrospective of past endeavours. Personally, I was looking forward to seeing such greats as ‘Leaving? Do.’ And ‘Bigger vision’ (guilty as charged on that one, sorry). Thankfully, and for reasons unknown, we were spared this gallery of rogues.
So, on to the awards; and it’s at this point that I would like to say thank you to Sir Tim Berners Lee, founding father of the Internet. You see, IMHO, the Internet shook our industry back into life and we woke up kicking and screaming like Mia in Pulp Fiction after Vincent had slammed a shot of adrenaline into her heart. We were given a big dose of reality and our eyes opened to the fact that we had, for years, been media-led, when all along we should actually have been product-led. It was the signal for a paradigm shift in creative, a seed that sprouted slowly at first, as a channel, but heralded growth into such new areas as employer branding, content marketing, human-to-human and social conversations.
And this year, it was a pleasure to see the fine results of clients and agencies coming together to show just what can be achieved with this new-found freedom of expression. The breadth and quality of product was apparent in all categories and was virtually oozing out of the Work of the Year.
I’m pleased to say we had a little dance up on to the stage, too, picking up an award for a piece of work we created for our good friends Berwin Leighton Paisner.
So, it’s just left for me to say thanks to the RADs for showcasing some great examples of what’s great about our industry’s work today and thank you Internet for the shot in the arm.
Written by Tam Salih, Communications Consultant at Tonic
Last Thursday I attended 2015’s first Breakfast News event. And having been a regular at past BNs, it was great to see such a strong turnout for the year’s first event.
With a new venue, new sponsors and even a new hashtag, it felt different. Three things remained true to the Breakfast News brand, however: the excellent networking; fantastic content; and great speakers – oh, and the food of course!
It was great to have the Rt. Hon David Blunkett with us too, who’s quite frankly nothing short of an inspiration – having done so much for UK education; never letting anything stand in his way.
The theme for this event was a particularly interesting one: “How can employers begin to understand the very different expectations of students today, and begin to create a more personal and more meaningful connection?”
What did we learn? Here are six facts to consider:
These really are the expectations of the younger generations today. They have the in-demand skills that you need, and they’re fully aware of this. They’re not afraid to bargain or keep their options open.
The question for me is, how will employers respond in a long-term and meaningful manner? To paraphrase a great man, “Ask not what young people can do for you, rather what you can do for young people.”
A warm welcome back to tonicthinking. We hope you found last week’s blog on how to find your online audience useful.
So far in this graduate blog series we’ve looked at:
This week it’s all about the laws of attraction and how you can supplement your marketing efforts by aggregating, authoring and helping in a bid to manage reputation and build a talent community around your brand by pulling people to you.
Content marketing is nothing new. However, its meteoric rise to become an essential part of any self-respecting employer’s talent acquisition strategy is down to a number of very valid reasons.
Why, you ask? Here are 10 reasons:
But! Content marketing has become a problem for content marketers.
If you’re already creating or perhaps thinking about creating content, then it’s highly likely that your close competition is too. In fact, most businesses are creating content and this in turn creates a problem because, guess what? There’s too much content; we’re being flooded.
You could argue that content marketers have ruined content marketing.
So what does this mean for students?
Negativity and cynicism. Because they’re being bombarded with messages to buy this and that, join so and so or work with X and Y, they’ll once again begin to raise their barriers.
Shame really because the whole point of creating and curating content is to get people to lower their marketing defence shield and allow you to get and hold their attention to deliver a message. If they’re bombarded with sub-standard content all the time, or content that’s “Me-me-me!” what will they think when they come across your content?
Enter Context Marketing!
So what is it? Simply put, it’s delivering the right content, to the right people, at the right time.
Context enables your message to be unique, personalised, efficient, and ultimately more successful. If you’re going to take the time to create good content (which you most definitely should), then you may as well make that content work as hard for you as possible.
Think about your own behaviour for a moment. When you log into Facebook are you in the same state of mind as you are when logging into LinkedIn? Would the same identical content just shared on all the same channels be as effective as something that’s been created to communicate with someone on a 1:1 basis based on where they are, who they are, what they’re doing and how they prefer to consume information?
Of course, the answer should be obvious. However it does mean a little more work as you’ll need to consider that you’ll have to create various versions of content on the same topic. But the results will be worth it.
Here’s 6 tips to remember when it comes to creating content that works:
To create content in context you’ll need to be a dab-hand at audience segmentation. And that’s something that we’ll be sharing advice on next week, so follow our blog using the follow button (top right) to receive an email when our content lands.
See you then!
In the meantime, if you want to get in touch to discuss how you can manage reputation and bring the right talent to you, drop us a line on 020 7183 2556 or email tam.salih@tonic-agency.com to set up a coffee.
A couple of weeks back, there was a party that Charlie and Jon decided to head to. Neither of them knew anyone that was going, except for the host of course.
As they arrived they got into the swing of things. Charlie, who was loud and gregarious, jumped right in – he started doing the rounds, interrupting people’s conversations to introduce himself, talking about his job, his girlfriend, where he lives and so on.
Jon however was a little less sure of himself. Being the shy type he was not so keen on interrupting people mid-party to talk about himself. He wanted to make a good impression, but he decided that maybe listening and understanding these people – background, personalities, preferences – was perhaps the more intelligent approach.
The night was going great, the two friends were enjoying themselves, the music was good and the drink was flowing. Jon had lots of people around him, engaging in good conversation, laughing at his jokes and buying him drinks. They wanted to spend the evening with him because they felt he understood them. He was connecting so well with other guests.
Charlie however was not having such a great time. He was speaking to lots of people, sure. But nobody was really listening. He found that after 5 minutes people would wander off and he’d be left looking for the next group of guests he could start talking to.
Jon left with a whole load of new friends and even a girl’s number…the lucky rascal.
Charlie on the other hand didn’t – and he couldn’t figure out why.
We see a lot of approaches to social from a broad range of employers who ask us to plan their strategy and begin conversations. The key trend we always seem to spot is that they all want to jump right into the party, much like Charlie. They want to use social media as a megaphone to shout about their message. When what they should be doing is taking a leaf out of Jon’s book and using it instead as a set of speakers to listen to what people are saying.
Social listening is quite literally that. Listening to what’s being said about your brand online within social communities – blogs, forums, corporate pages and social channels. It can help you understand where you’ve been mentioned, and in what context. You can then begin to compare that to those you compete for talent with which is incredibly useful for benchmarking your strengths and weaknesses.
Knowledge is power as they say and understanding the good, the bad and the ugly will put you in a great position to build out a plan of action – whether that plan focuses on being disruptive, challenging misconceptions or outright education – you need to truly listen before you speak.
Here are a few free tools to help ensure you don’t make a proper Charlie out of yourself.
Hootsuite & Tweetdeck – widely used to plan outbound messages, but have some functionality to monitor and allow you to gather data and respond in real-time.
Twazzup – great for beginners looking for a Twitter monitoring tool
Social Mention – allows you to monitor and collect data across multiple platforms with basic analytics to help you measure positive and negative sentiment
Icerocket – specialises in blog searches but has the functionality to watch Facebook and Twitter too
Google alerts – a very basic way to discover when a websites is posting about you. Doesn’t cover social and is probably the least useful in a recruitment sense
We hope you’ve found this little introduction to buzz monitoring useful. If you’d like to talk to us about how we can help you really listen, then pop over to http://www.tonic-agency.com and get in touch.
Reputation is a funny old thing. By definition it’s a widespread belief that someone or something has a particular characteristic – something that makes it unique.
In today’s employer marketing arena, being unique is a commodity that many simply don’t have. When it comes to standing out from the crowd, being heard and generating real space between you and the competition, many employers think they’re #winning, but in reality they’re out there sounding and acting just like everyone else.
There’s a Dutch photographer called Hans Eijkelboom. He’s created a collection of ‘anti-sartorial’ photographs entitled, ‘People of the 21st Century.’ He walked round town with a camera round his neck and the trigger in his pocket, snapping people while they were unaware. Sounds a little stalkerish but the way he arranged these photo’s is what we’re focusing on here.
In a world where we all think we’re individuals choosing to look, dress and act in a way that reflects our personality and celebrates our individuality, it’s remarkable just how identical we all actually look.
Have a quick look here to see what we mean.
So where are we going with this?
How can you grab someone’s attention, and keep it, when you’re only as appealing as the next employer down the road? How do you really take that step from aspiring to be different, to truly leading the pack and setting a great example? How do you become the envy of the competition?
In the coming weeks we’ll be sharing 10 pieces of content with you, the graduate recruiter, as you begin to assess your recent performance, define goals and objectives and plan for the year ahead.
Our aim is to make your life easier, so we’ll be sharing success stories, examples of client work and the results achieved, as well as some of the latest thinking that will help you to effectively manage your reputation, persuade and influence your audience and build those all important conversations on and offline.
Follow us on Twitter, Linked In or Google + to stay up to date, or follow our blog using the follow button to the top right of this post to receive an email each week when new content drops.
Of course, if there’s any topics you’re particularly interested in then be sure let us know, and we’ll even create your own personal bit of content around that topic and share it with our wider community to fire up a discussion and get our readers input.
See you next week and have a fabulous weekend!
The team at Tonic
We’re big fans of the focus that employers place on hiring future talent. And why wouldn’t we be? We work with some of the world’s best-known employers to build their employer reputations. Graduate recruitment marketing – especially in the UK – is amongst the most competitive, most innovative, most dynamic and fun areas of employer marketing to be involved with.
Good news then that research released this week by HighFliers points to a resurgent graduate employment market in 2014. Hundreds if not thousands more roles will be open to those coming out of UK universities looking to start work in the autumn.
More good news. This time for those new graduates who just invested in paying tuition fees and living costs for the past few years and need to begin paying off that debt.
Some interesting changes have happened over the last few years however, suggesting that all may not be returning to the status quo as the economy improves.
The same research suggested that more than one in three of those vacancies will be filled by candidates who’ve already completed a placement of some sorts with their future employer. Good news again for the proactive, career minded student. Not so good if you’re less inclined toward planning your career and more inclined towards studying for your degree.
Just think. One third of all vacancies that are not open to application. What does that mean for graduate recruitment? And, what does it mean for those of us tasked with recruiting graduates? It’s clear that the future leaders we’re aiming to hire and develop (that’s why we hire graduates rather than those from earlier in education right?), are as keen as we are as employers to try out the working relationship before making a commitment.
So it seems that graduate recruitment through the milkround is not as tied to the concept of finding the next generation of leaders as it once was. And, if the annual autumn milkround circus is less important in finding the people that end up getting hired, what is all that marketing for? Come to think of it, if the decision to hire is made way before degrees are awarded, what is the purpose of recruiting graduates? Why not just hire earlier?
As one of our clients said to us recently it’s a bit more complicated than that. Graduate recruitment (and the associated marketing effort), serves many purposes.
It is partly about filling actual vacancies of course. Those people hired may or may not choose to stay with that employer for the whole of their career, if they do it’s a good investment to pay more in attracting, training, paying a higher salary and associated benefits. Unfortunately, statistically they’re more likely to move in a few years time. In which case it’s not. The investment simply serves to get people ready for their next job – perhaps in a competitor organisation.
However, as a means of providing early insight into the reasons to join a business, the process of the marketing of graduate vacancies is difficult to beat. If we are seen as a great place to work in those formative years then this memory of our offer will stay with the people we need for the whole of their career- irrespective of whether they join us or not immediately.
The future leaders we hire are influenced by their first impressions and do remember the good and the bad. I’m certain that we all can recall from our own experience who we’d work for if we had the chance. How would you respond if that company approached you now? Do you feel any more positive or negative about them?
Graduate recruitment is changing. We have to think both ahead of the curve and for the long- term if we are to maximise our ROI. Very little of our energy should be focused on being part of the final year application fest that happens each autumn. We won’t hire the best people that way.
We’re going to start exploring the traditional and contemporary models of graduate recruitment over the next few weeks – which is better and why. We hope you’ll enjoy the blog series over the next few weeks and hearing what you have to say.
Don’t forget to follow our blog to keep up to date with the latest thinking and pop over to http://www.tonic-agency.com to get in touch.
Tonic thinking 