Archive for Content

So what happened to 2013?

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This time last year, we listed our take on 13 things we hoped not to see so much of during 2013.

How did it go?

Copy Heavy Careers Websites.

Nope, still around and strangely as more sites become mobile-focused, so the content remains more copy based than visual/video

Employer Blanding.

Still plenty of me-too companies out there and for all the talk of the importance of employer branding, due to social activity, still not much movement on differentiating. (Guess that the focus on content curating means similar content?)

The Like, Comment, Share Game.

Thankfully RIP for 2013 in most cases.

Chip Shop Award Entries.

Again another one that seems to have died away, real entries for real clients is the name of the day.

Token Social Media-ism.

A difficult one – determined by how you define tokenism. Running a campaign using social media for it then leaving it to become mundane, or non-existent, would say it’s still around. But most now seem to realise the benefits, even if they’re still toe-dipping.

Social Recruiting Conference Overload.

This one has gone into overdrive this past year.

Big Data instead of Big Ideas.

Data still seems to be everyone’s fav, but…

The Over-Importance of Liking and Following.

Still here and still being used to say how successful your presence/campaign/employer branding has been unfortunately.

Design by Powerpoint.

Doubt this will ever go away for some people.

Facebook is just for Recruiting Graduates.

Nope, still the focus for so many. Shame that other sectors of recruitment are missing out.

Technology over Real Engagement.

Tech has remained the big beast as more often than not it promises engagement but then fails to deliver.

Curating Content rather than Creating Content.

More and more it’s been about creating content – for blogs. Wish for 2014 that there’s a realisation that blogging isn’t the only content creating that’s valuable on social media (especially in recruitment).

and not forgetting the infamous #NewYearNewCareer

Doubt that this perennial will ever disappear, no matter what the media.

Happy New Year from the andsome bunch.

It’s been 15 years

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Wow. We are 15 years old this month. It’s certainly been a decade and half. From and advertising to andsome. Growing from a small Recruitment Marketing start-up doing print and press ads (remember those two) to a… erm… compact Digital Social Agency doing recruitment comms to employee branding (and everything in between). You see, we’ve never wanted to do a Google (who also launched in 1998).

Who’d have thought all those years ago, that we’d be even closer to the candidates that we’re trying to recruit for our clients? ‘Representing’ them on social media, as their community leaders, in constant dialogue with candidates 24/7. Probably creating more ‘comms material’ than ever before – except now it’s called content, updates and tweets. It’s hard work. But the buzz when it’s working is so much more personal, gratifying and involving – even emotional – than those days of old, creating ads/posters/brochures, distant from the audience you were trying to connect with.

We have changed. But in some ways we’ve stayed the same.

Our standards, for one thing. We still won’t regurgitate a strategy, approach or creative concept. Even if someone else didn’t want or like it. And, in this gobble ideas faster than a MaccyD world, we never repeat the same approach because no-one will remember it if you did. (We will though.) Our integrity is unchanged. In this ever-changing world of recruitment, we stand by our founding principle that ‘We’re not right for everyone’. Even if it occasionally costs us the opportunity to work with someone new. After all, wouldn’t you rather work with people who are as passionate about your business/brand/products as you are?

Teenagers, what are they like?

Why we prefer to do

On the Job experience. That’s often the starting point for many a successful career. It’s an ethos that has come back into vogue over recent years with Work Inspiration (for 14-17 year olds), Internships/Placements for Students and Apprenticeships instead of Uni. It’s all about the learning. In the working environment. Especially the apprenticeships route, learn while you earn is the phrase. Where you’re working for real, not just attending lectures with the odd practical thrown in for good measure.

Social media is exactly the same. You learn far more in the doing. It’s great to hear the case studies but at the end of the day they’re just overviews. No matter how detailed they might be. If you’re looking to community manage, or get involved in, social platforms and talent communities, the only way is to get your hands dirty.

You’ll soon see that the ‘rules’ that float around aren’t always the good advice that they seem. You know the ones. About timings. Scheduling (or not). Tweet 100 characters or less. Where to position a link in your update. Not flooding your account with job posts. Who you should or shouldn’t follow. What gets Likes. Update an average 4 times a day. More than 2 #Hashtags affects engagement.

Honestly, with all the accounts we’ve managed and been involved with over the years, every one of the ‘rules’ above (and more) have been blown away on different accounts and different audiences. That’s the key – the audience ‘tells’ you what they want. And as every business is unique, even in the same sector, what applies to one doesn’t mean it will work for another. One approach that’s successful for one facebook page, will fail on another. That’s what experience will tell you. That’s what your audiences will show you. You never hear failure admitted very often, if at all, in a conference case study. You wouldn’t expect to. (Although a #FAILconf, is an interesting idea…hmm.) It’s always success stories. That’s what everyone wants to hear. But the odd fail (or disappointment/surprise) is often much more enlightening. And the spur to keep looking at things differently.

The best content just happens

The most engaging content often comes from those unplanned moments. It’s not to be found on any daily/weekly/monthly schedule. It couldn’t be. Because sometimes sh*t happens. And when it does… well, look at the engagement that followed in just 9 minutes.

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That’s right. Over 500 Retweets. 20,000 likes on Instagram (plus over 1000 comments). That’s why Content planning should always be fluid because, like the Delevingner, you never know what’s going to happen next.