Insight

Just like Janet 
and Luther; 
the best things
in life are free.

By Thomas Bridge 20 Oct, 2017

1. Introduction

At the higher levels of recruitment, social media marketing is something of a necessary evil - it’s very hard to track revenue generated from it (from either candidate or client) and part of the reason is that relatively little comes from it. This is because unlike for us, the world does not revolve around LinkedIn.

However, if you choose to adopt an overly relaxed attitude to social, it can really damage the very brand you are trying to build by having very old updates as your latest post, no posts at all, or frivolous content such as staff drinks nights.

So what do you do? This article explains the best overarching themes across all social channels, and goes into detail on the most important for your business. Our thoughts are informed by the 50+ recruitment businesses we’ve performed social media activities for, across our team of over 10 people here at MMA, some of whose careers in recruitment marketing date back almost 10 years.


2. Overarching strategy

In order to maximise each channel’s potential, you need to have a holistic plan which binds them all together - whether it be different themes in each, all the same or a mixture of both. Otherwise, you might end up with an unenviable situation where you have a busy Twitter feed but nothing on LinkedIn - and if someone clicks one link from your site, they’re probably going to click all of them. In this section we discuss some important things to bear in mind.


2.1 Google

Show me someone who tells you they know exactly how the Google algorithm works and I’ll show you a liar. However, Google does give clues and advice on a regular basis, and of course we know from our own experience what has worked well.

One thing we do know is that Google prefers a spread of traffic from numerous social channels than all from a set of eggs in one basket. So rather than having 1000 hits from LinkedIn, it’s better to get 200 hits each from five separate channels. And of course, the goal in this instance is to get 1000 hits from all five channels. This means that within reason, it’s best to utilise as many channels as possible - so make sure you have your bases covered.

And when we say Google likes it, we mean that Google will rank your site higher for it’s keyword terms. So a bit like pennies taking care of pounds, if you nail your candidate social strategy it can actually help bring in clients.


2.2 Automation

The first rule of recruitment social media marketing is don’t automate.

The second rule of recruitment social media marketing is don’t automate.

For clarification of rule two, see rule one.

Whether it’s Buffer, Bullhorn Reach or Hootsuite, automation sucks. It looks bad, it isn’t personalised to the channel and can rarely or barely carry images. You can’t @ mention clients, and no one will want to be associated with it by liking or sharing it.

If you don’t have time to do regular updates, just do one great update a week. It’s better than having a link to a tenuous article with the phrase “hey I read this and thought you’d be interested” and so on. Worse still, we’ve had some clients Buffer accounts link to their competitors thought leadership as it contains the same keywords.


2.3 Differentiation

At first, a good initial step is to get all content on all channels. Once this process is working well, most businesses tend to personalise each to their audience. For instance, company away day activities are great for Facebook and perhaps Instagram, but less so for LinkedIn. Similarly, articles on LinkedIn might need to be fresh and snappy, but for Google+ will carry far greater weight if there’s plenty of content.

A good way to work out a plan is categorise your content types, and create a hierarchy for each channel. This might mean that all jobs (with job cards) go to LinkedIn, but only one company update a month. On Facebook however, it might be the opposite, with all company updates and only one job per day. Journalists live on Twitter, so a great piece of thought leadership might actually require several updates to get in all the hashtags and @ mentions.


2.4 Website

People don’t go to social media channels to go to recruitment businesses to go to the news. Instead they just go straight to the news. So stop reporting it. If something big happens that affects your clients and candidates, comment on it and if there’s a specific article that’s relevant to your blog, link to it at the end.

To this end, in an ideal world all social updates should link back to your site - whether it be a job, blog, news article, media coverage, company update etc. You want the traffic, and you want them to go elsewhere on your site once they’ve finished with what they came for (Google likes increased time on site and pages per visit).

Coming at it from the other direction, make sure your social links are in the header to maximise followers, and make sure they open in a new tab. When your site / job posting software sends automated emails, make sure the links are in there too. We’ve seen companies win industry awards because of a large social media following (in a LinkedIn group to be specific - but more on that in Part 2), so it’s worth it in the long run.


2.5 Frequency

As long as your job cards look different for each sector / function, we’d recommend getting each of them up for the channels that jobs are going to - e.g. LinkedIn. Aside from that, you don’t need to post more than once a day, but it might look bad posting less than that (unless you’re a solo operator). Candidates and clients won’t be looking at your channel every few hours desperate for the next update, instead they’ll make a decision on whether to follow by looking at your content and frequency. So as long as there’s a few per week and a nice mix, they’ll follow.

And don’t even worry about clients! Think about the suppliers to your business - do you follow them on LinkedIn? Thought not.


2.6 Content

We’ve mentioned it before - you need to have varied content on a regular basis. This isn’t as hard as it seems, as the best articles often elicit comments on your website (if you don’t have this functionality, you definitely need it as Google LOVES comments) and often a couple of hundred words in a blog can garner thousands of words in comments.

Some examples of content that you can create as part of your normal working week are as follows:

  • Case study
  • Candidate spotlight
  • Guest blog
  • Interview
  • Sector / function news
  • Company news
  • Candidate advice - eg interviews
  • Client advice - e.g. retention

2.8 Recycling

Once we agree no one is on social channels such as LinkedIn as much as us, it’s important to acknowledge that it’s unlikely everyone is going to see that update for that amazing article you wrote. So, in order to maximise clicks, you can repeat the update several times a week in the first month, less so in the second month, and once a week in the third month. Tweaking the update text and image each time helps.

If you want to get really good, changing the update text totally is what we’re aiming for. For example, if you’ve written an article with five angles, you could talk about a different angle each day, with a totally different image, all linking to the same article. Which is how one article can last all week.


Part 2

In Part 2, we go through each channel in details with our dos and don’ts. If you’d like to be sent Part 2 before it’s release next month, or you’d like anything else included, please email  help@magdalenmarketing.com  or call 01865 688 777.

To come next month...

3. Channels

3.1 LinkedIn - company page

3.2 LinkedIn - consultant profiles

3.3 LinkedIn - groups

3.4 Twitter

3.5 Facebook

3.6 Google+

3.7 Instagram

4. Summary


By Thomas Bridge
Founder/Managing Director, Magdalen Marketing Agency (MMA)

li. thomas.bridge

sb. 01865 688 777
dd. 01865 340 737

By Thomas Bridge 18 Oct, 2017

Unless you’ve been living in North Korea, you’ll know that fake news is a type of yellow journalism whereby deliberate misinformation is broadcasted as news and spread in various formats e.g. traditional methods or online social media.

What does this mean for recruitment marketing?

Recent changes to Facebook’s permissions have meant that users are no longer able to modify content on link previews.

Until now, when you posted a link you could change the headline, body text and image that appeared in the news feed preview. This allowed readers to be fooled into thinking they were clicking on an article with entirely different content.

However, for us marketers, it was a way of making posts more attractive. With no ability to change the look and feel of posts, branding may go out the window.

Facebook is the world’s most popular social media platform. Despite LinkedIn ranking top for recruitment, Facebook has increasingly added professional information and is rumoured to be launching a rival to LinkedIn in the future - so it’s important to get ahead of the curve now.

Here’s what you can do to get the most out of your company's Facebook page:

Use the right images on your site

To keep up with these changes, we can advise that recruitment marketers ensure that the right images are always tagged to the right pages. Having the right image tagged in the metadata ensures that the correct image appears in the link preview.

This helps with branding and avoids confusion, so viewers won’t be met with the wrong information - just like the Oscars best picture blunder earlier this year.

Make the most of the meta

Metadata on the site needs to be posted to perfection. As Facebook has removed user’s ability to customise link preview information, such as titles, it’s important to get it right on the back end of your website.

It’s imperative that you have clear titles on pages such as job posts to ensure you get the most out of your update. A typical job post header should include job title, location and sector - along with your organisation’s name.

Metadata can easily be updated on any website editor. Whilst this is only a slight change to resolve a massive issue, it is most definitely a step in the right direction to combat Facebook’s fight against fake news.

If we, as recruitment marketers, get ahead of the game and educate ourselves on privacy changes now, it will help us in the future when other social platforms such as Twitter and LinkedIn join Facebook’s privacy changes.

Additionally, it keeps your Facebook profile looking professional and attractive to candidates and clients.

Most importantly, it’s an addition to the European and Global drive to increase protection of consumers’ data. This is in line with the preparations for May 2018, when the new  GDPR  regulations come into place.

What are your thoughts? Leave a comment below and let us know!


By Olivia Unsworth
Digital Marketing Assistant, Magdalen Marketing Agency (MMA)

li. olivia.unsworth

sb.  01865 688 777
dd.  01865 340 737

By Thomas Bridge 18 Oct, 2017

Cleverly titled, My Face My Rules really shows that anyone and everyone can wear makeup in order to embrace who they are. Whether you're male or female, a little bit of makeup can improve your confidence. We’re not saying that we need to wear it (obviously) but it can really give you the confidence to feel fabulous.

This advert is great as it shows a diverse range of individuals from all walks of life. The ad is set in various different locations including an office toilet and council estate. Individuality is important in today’s society and appealing to a young, diverse audience is a must. It seems that Sleek have hit the nail on the head with this advert. The models used are of various ethnicity, gender and sexual orientation thus showing Sleek's openness to diversity in their product.

My Face My Rules features real people who aren't actors, as well as various Youtube bloggers in the video. Unlike other makeup adverts, it seems that Sleek have not airbrushed its models or altered their appearance, which makes us love it even more!

If you want to be inspired by some kickass makeup, then watch Sleek’s advert here:

https://www.youtube.com/watch?v=HCFJFsGmP9Y


´╗┐By Rhiannon Davies
Head of Social Media, Magdalen Marketing Agency (MMA) 

li. rhiannon.davies

sb. 01865  688 777
dd. 01865 340 737

By Thomas Bridge 18 Oct, 2017

The first time I saw the advert I honestly didn’t believe it was a real product.

Complete with a tacky golden toilet, several shots of the narrator on the seat, and cringeworthy innuendos like ‘punish the porcelain’, ‘bombed’, and ‘devil’s donuts’, Airwick’s V.I.Poo advert has definitely pushed the boundaries.  

Let’s not ignore the sexist undertone of this ad either. Surprise surprise, the main character is a woman and only men enter the bathroom after her, each judging the smell that she leaves behind. Because god forbid a woman would do a POO!

Who said women aren’t allowed to poo in the first place? Yet another multinational company reinforcing insecurities among women. This is a far cry from Glade’s witty ‘ Poo at Paul’s ’ - Airwick, we expected better you.

If, for some reason, you want to watch this appalling advert, you can view it here:

https://www.youtube.com/watch?v=L37-3v7DyYs


By Chelsea Battle
Head of eMarketing / Social Secretary, Magdalen Marketing Agency (MMA)

li. chelsea.battle

sb. 01865  688 777
dd. 01865 340 737

By Thomas Bridge 12 Oct, 2017
We're growing like crazy over here and the latest addition to the special opps team is fashionista and blogger, Olivia. 

Olivia grew up in Greater Manchester and went to college in Swindon where she studied business, psychology and English literature and language, before realising she wanted to pursue a career in digital marketing. In the pursuit of escaping Swindon, Olivia found her way to the MMA office.

At MMA, Olivia is the youngest of the team and the newest member of the Special Ops team.

Outside of work, Olivia has a very keen interest in fashion and travel which prompted her to start writing her own blog. Unlike the rest of the MMA team, Olivia will not be found in the gym. She is more likely to be found in a local bar with an absolute passion to hand.

If you want to get in touch with Olivia you can reach her on olivia@magdalenmarketing.com or call 01865 340 737.


By Chelsea Battle
Head of eMarketing / Social Secretary, Magdalen Marketing Agency (MMA)

li. chelsea.battle

sb. 01865  688 777
dd. 01865 340 737

By Thomas Bridge 09 Oct, 2017

MMA welcomes the newest addition to the comms team, Jantima Dorothy Merola - otherwise known as  J (or J-Dawg).

Jantima has recently graduated from Oxford Brookes University, with an upper second class honor in English literature. She loves to put her writing skills to practice when creating content for our clients.

Ethics are important to Jantima and she aims to do something meaningful in life. She has previously worked for the NHS and ethical brands such as Lush. MMA has chosen her to be CSR lead due to her interest in charitable causes.

Out of the office, Jantima is passionate about cooking and runs her own vegan food Instagram page - follow her here .

Stay tuned for some amazing content!

Get in touch with Jantima:

E.  jantima@magdalenmarketing.com

li.  Jantima Merola


By Chelsea Battle

Head of eMarketing / Social Secretary, Magdalen Marketing Agency (MMA)

li. chelsea.battle

sb. 01865  688 777
dd. 01865 340 737

By Thomas Bridge 23 Aug, 2017

Unless you’re still recovering from your company’s Christmas drinks party, you’ll have heard about something called GDPR, which will change the way all data is held across Europe.

GDPR stands for General Data Protection Regulation and will implement a new set of data standards which all companies that store the data of European citizens have to adhere to.

By implementing GDPR, the European Union aims to strengthen the control individuals have over their personal data whilst closing any loopholes - simultaneously increasing the obligations companies have towards protecting the personal data of European citizens.

GDPR brings a completely new set of challenges for the recruitment industry - there is a lot of uncertainty about how companies can ensure they become GDPR compliant by May 2018.

Exactly no-one within the EU has thought for a second how this will affect our wonderful recruitment industry, so here is MMA’s regularly updated guide of what we know at present.

To talk now about how Magdalen Marketing Agency (MMA) can help with your recruitment business’ GDPR protection, call 01865 57 59 61 or email help@magdalenmarketing.com

1. Will the UK adhere to GDPR despite Brexit? 

It seems like escaping the EU’s grasp won’t be that easy. The GDPR goes live in May 2018 and the UK will still be part of the EU at that time, requiring the UK’s organisations to become GDPR compliant. However, if the UK will still adopt the GDPR post-Brexit will be dependant on the UK’s relationship with the EU. If the UK remains a member of the EEA after Brexit, then UK companies might encounter some minor challenges when choosing their declaring their ‘main establishment’ as required by the GDPR. Other than that, the same regulations will continue to apply post-Brexit. On the other hand, if the UK leaves the EEA post-Brexit, then the GDPR will no longer apply in the UK. This means that transferring data from EU member states will be illegal without additional layers of security such as consent or contracts. In this scenario, the UK might seek an adequacy decision from the EU, granting it prerogatives similar to GDPR. If there’s no adequacy decision set in place by the time the UK leaves the EU and EEA, it could mean organisations will have to set up safeguards as a temporary solution.

2. Will organisations still be able to collect and process personal data?

Yes, but the legal bases used to justify collecting and processing personal data will change. The new regulation requires companies to be transparent and inform individuals when and why their data is being collected, processed or transferred. If the individual’s informal agreement would suffice until this point, the new regulation requires companies to obtain strict, distinguishable, consent from individuals. Separate consent must be provided by the individual for different processing activities. For example, if a candidate has forwarded his personal information for a vacancy, his data must not be used for unrelated purposes.

3.Will companies still be able to share data with other parties?

Sharing data with other parties will be heavily regulated. A GDPR-compliant data sharing agreement will be required If your company shares data with third parties, such as payroll or umbrella companies. Additionally, the policies on using data from job boards will need to be carefully reviewed.

4. Do I need to amend existing contracts?

Contracts with all those whom you share data will have to be reviewed and possibly amended to ensure they meet GDPR requirements. This might trigger debates related to candidate ownership, so it is best to open the discussion before the EU’s deadline.

5.What about third parties managing data on my behalf?

Data processors who handle personal data on behalf of other companies will be directly responsible for their own GDPR compliance while managing data for their clients, and they might risk additional sanctions for noncompliance. Under the current legislation, these data processors have very few obligations.  

6. Will my organisation have to implement additional layers of security?

GDPR also requires companies to implement a specific level of security which must be considered appropriate to the risk. This includes measures such as: the ability to measure the resilience of data processing systems; the ability to restore data in event of an incident; processes to regularly test and evaluate the effectiveness of security measures.

7.What if I am operating internationally?

Companies operating internationally would have to determine the lead data protection supervisory authority. If your company is processing data originating from multiple countries, you should analyse where you company is making most of the processing activities and this will help you identify the lead supervisory authority.

8. Will I still be able to filter candidates automatically?

GDPR won’t ban automated data processing, but it will require companies to increase the level of security which they use to handle data. If automated systems are used to filter candidates on bases such as grades or qualifications, then the candidate's consent must be obtained.

9. Will I need to change anything about the way I’m processing data?

Companies which have automated their data processes must implement the technical measures to ensure any factors leading to skewed data, errors or inaccuracies are reduced to a minimum.

10. Is there any change regarding data containing sensitive information about candidates?

If the decision to employ a candidate is based on sensitive information such as ethnicity or sexual orientation, then the candidate’s explicit consent is required in order to be GDPR compliant. Additionally, companies should not use automated processing software to filter out candidates based on sensitive personal information as this would be considered unlawful discrimination.

11. Would executive search firms have to make changes to their process?

Executive search firms and their in-house teams will have to become GDPR compliant if they operate within the EU, they process personal data of candidates which are EU citizens, or store personal information in databases or spreadsheets.

12. Do I need to be able to provide evidence of consent being granted by candidates?

Companies will be required to keep track and provide evidence that consent has been granted, if required. Under the new legislation, consent is defined as offering individuals the ability to positively opt-in. Pre-ticked boxed, silence or inactivity isn’t considered adequate consent under the GDPR. Companies must also ensure a transparent opt-out option is readily available. Additionally, consent must be a clear or affirmative action; freely given, specific, informed and unambiguous.

13. Do I have to proactively inform individuals about their new rights granted by the GDPR?

Organisations will have to inform individuals of their rights to withdraw consent and be forgotten at any time. Furthermore, individuals must be made aware of their rights to have access to their personal data and be informed about changes made to it.

14. Would existing consent still be valid under the new regulation?

Organisations will be required to update existing consents to check if they comply with the GDPR. If not, new consent must be obtained from the individual.

15. Can I still send a speculative CV to a potential client?

If the candidate has provided consent for the recruiter to share his information with a third party for this purpose, then yes. However, from what we know until this point, consent would have to be obtained from the candidate if the potential client wants to use his personal information and process his application.

16. Can my website still auto-send jobs to registered candidates?

If candidates opted in for this after signing up, then yes. The system that is in place right now would still work (i.e candidates opt in for jobs in the sectors they’re interested in). If candidates have provided consent for Agribusiness/Construction jobs only, then recruiters should be able to send automatic updates with new jobs.

17. Can I mass email a job to candidates from our database?

If the job is from a sector the candidate has provided their consent for, then recruiters should still be allowed to send out a job to all the candidates matching the criterias. Emailing it to all candidates your database might be considered a breach of the GDPR. Or just spam.


To ask us a GDPR question, please use the comment box below and we’ll get right back to you.

To talk about how Magdalen Marketing Agency (MMA) can help with your recruitment business’ GDPR protection, call 01865 57 59 61 or email help@magdalenmarketing.com
By Thomas Bridge 23 Aug, 2017

Okay, we admit it we’ve cheated a bit here. This advert first came out in April last year, but we  don’t care because we LOVE it.

It’s fun, weird and doesn’t make sense, add in music that repeats over and over in your head all day and there you have it, the recipe for perfect craziness.

The idea that there are little factories of fun inside every sweet is great, again we have no idea who comes up with these bizarre adverts but we live for them. I'd chose having a sweet life if I could. 

At the end of the day, it just makes you happy and who doesn’t love that feel good factor!

Here’s the ad:

https://www.youtube.com/watch?v=4jBuRmDsyrs


By Thomas Bridge 23 Aug, 2017

Drumroll please...this month the title of worst advert goes to The Great British Bake Off, which brings great sadness to the office.

Long gone are the days of clean cut Mary Berry and the infamous GBBO tent, having been replaced with quite frankly some scary talking pastries. It’s all just a bit creepy. With an eery song playing in the background and grumpy looking dough sighing along, it just doesn’t do it for us. Do we all stand together in dislike?

Although we understand the idea of the concept, all different types of baking uniting together and so on, it’s not patriotically British for which Bake Off is known. Whether you love it or hate it this is definitely an advert that will get you talking, even if its voicing your heartbreak that Mel and Sue are no more.

Just to add:

1. Why does the soufflé look like it has had one too many vinos and is spewing its guts up?

2. Are there two bread women getting a golden tan in the oven? What are they? 

Or do we just hate it because Mel and Sue are no more?

Here’s the ad:

https://www.youtube.com/watch?v=OJ7Jsd0yCLQ



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