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| April 11 · Issue #115 · View online |
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š When I say āheritage brandā whatās the imagery that you conjure up in your head? I can imagine itās not vibrant, innovative and forward-thinking. But heritage brands can be like that as Richard Turrell explains in the latest podcast episode, Blisters & Bleeding. Handle has been operating for as long as Iāve been alive and more (thatās ages by the way) but their marketing and brand is continuously evolving with the market. Over to you for the week.
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When is a list, not a list?
When itās actually a useful deepdive into taking practical guide that will help you drive leads and sales. Like this. From micro-community building through to better email personalisation, theyāll be at least one bit of inspiration you can take from this.
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Keep you nose out of it.
Weāve all been there, right? Having to get approval from people who donāt really āgetā marketing or our job? Well maybe this article will start the wheels in motion to cut out the potential blockers. Managing upwards is one of the best skills that recruitment marketers can work on, worth a focus.
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[REPORT] Jobs report.
Something UK-oreientated but always good to get a top-level overview of what the employment market is looking like. Some highlights:
- Permanent staff appointments rise at slowest rate for a year
- Labour supply falls rapidly, driving record rise in starting salaries
- Overall vacancy growth hits six-month high
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Are you a scientist?
The number of hats we have to wear, plates to spin, balls to juggle or any other clichƩ you want to use means I think many of us fit into the Marketing Operations sphere. This article gives you a chance to plot yourself on a grid and speaks about how many of us are: modernisers, orchestrators, psychologists and, yes, scientists.
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Pivot. PIVOT!
If weāve learnt anything over the past couple of years, itās that planning is a bit pointless. Now that may not be necessarily true but we do need to be agile when it comes to the content weāre creating and how it is distributed. Donāt change everything at once. The worst thing you can do in a situation like this is pivot too hard and too fast in your rush to meet short-term needs.
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Have you thought about your charity efforts?
Paul MacKenzie-Cummins came on the podcast way back in episode 22 and has penned some thoughts around how we support charities and causes. If you want to plant a tree, an orchard, or even a forest, then plant the feckinā tree, orchard or forest using the CSR pot you have or through fund-raising initiatives.
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Jobs-to-be-done personas.
Never heard of them, so a good learning article for me. Iām increasingly pushing back on the tradition buying personas based on demographics as I donāt think it, in the main in recruitment, it serves us a great deal of purpose. Swap out the word āproductā for āserviceā and this works: What JTBD proposes is that the customer doesnāt buy your product for its features, or even its benefits. Instead, the customer hires your product to accomplish a specific job in a specific situation.
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Make meetings better.
Whilst weāre still operating in a bit of āneither here nor thereā environment, itās a good idea to mix up meetings with your marketing teams or the wider business in general. I stumbled across this brilliant resource to give ideas on how to do things a bit differently.
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How Covid taught me my most valuable marketing lesson.
Rob Quirk has been there and done it when it comes to recruitment marketing so itās nice when he makes the effort to share his thoughts on approaches. Stop wasting your time with top of the funnel lead generation.
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What did you miss?
I banged on about the recruitment marketing congress event for a fair while in this newsletter and Venn have brought together six things they learnt from it. You may still be able to catch the show here. |
Paiger x Instagram.
The lovely lot over at Paiger have once again given what people have asked for. Sharing on Instagram. Worth checking out if youāre a customer (and even if youāre not).
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Three at Thrive.
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To infinity and Beyond.
Another role in the marketing agency world with a strong founding in recruitment. Good bunch to work for
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Wish me luck this week. Iām spending a few days down on the South Coast navigating inevitable downpours, Peppa Pig World š· and the distinct possibility of kids overdosing on easter eggs. Have a good one, Iāll see you on the other side.
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Thanks to all the TLMers who came for drinks in London last week!
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