It’s not how much you’ve got to spend…

…it’s what you do with it that counts. Two weeks ago, following the ‘scooping’ of 5 out of 16 CIPD Recruitment Marketing Awards by the Army, the recruitment comms industry had a bit of a ‘storm in a teacup’ about how easy (and dull) it was that such a big budget campaign had achieved this. We don’t quite understand this. Sure, a generous budget can help your idea along in many ways – from quality of execution to the media used to ‘broadcast’ it. But one thing money can’t buy is the ‘big idea’. Without this, no matter how much money you throw at it, it won’t be effective, achieve results and definitely will be missing the walk in the spotlights.

Then last week was the other side of the recruitment coin. A recruitment comms agency launched itself with a special offer – ‘up to 50% off design and print in July’. Now times have been tough but selling yourself ‘cheap’ is no way to build a ‘serious’ quality reputation. As a business partner. As Employer Branding experts. In fact, in any way as a ‘serious’ proposition. Actually, I’m wrong. You can get a reputation but is it one that you’ll really want?

So there we have it. On one hand the recruitment comms industry complains when big budgets win kudos and with the other there are offers of cut-price solutions. Can’t have it both ways.


  1. Alconcalcia Said:

    I’m not playing ball, we agreed that, but look at Skive’s website and what they say themselves namely “Skive were appointed by Publicis Modem and the COI to develop a series of engaging digital missions that seamlessly expanded upon four television ads” and “Spank, the company making the TV ads, also shot over half an hour of bespoke video content” – in short, not an original idea, rather an expansion upon a theme developed by a product agency with a television advertising size budget. To me that is almost like comparing the creative and production merits of Ben Hur and some home video footage. 🙂

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