Author: Debra McNamee

If you’re planning to outsource PR to enhance your marketing, you might be wondering, “how do I gain national press coverage?” National press coverage can really increase your visibility and it’s great for brand awareness.

In this blog, we look at how to decide if national press coverage is the best PR strategy for you, how to get the press’s attention and when to send out your press release.

Is national press coverage the right strategy?

Having your products featured in Good Housekeeping or your story told in the Financial Times both feel like big wins. If you’re looking to have everyone talking about your products, services or business journey, the national press is a great way to increase awareness of your brand.

However, before you throw all your energy at getting your business in a national publication, take time to consider whether it’s the best place for your story. Remember, if your story has a niche audience, like a new product aimed at a specific industry, national publications are unlikely to take it up.

If that’s made you decide to target your PR specifically and promote yourself within your industry, read our interview with PR expert Caroline here: PR ideas for small businesses – maximise your marketing 

And if you’re confident a national campaign is right for you, read on.

How to get the attention of the national press
Understand your lead times

Different publications have different lead times. In general:

Remember to factor these timings into your PR operation.

Forward planning is essential for magazine coverage – if you want your business to feature in a Christmas edition, you need to share your story in July.

Equally important: be ready to share your breaking story. If your business is responding to an unfolding crisis and mitigating against disaster, send your press release out immediately. This should get you the coverage your business deserves.

If you’re sharing a news story, it’s generally agreed that the best times to send out a press release are Wednesday and Thursday. There’s often a big rush at the start of the week, with journalists catching up on everything that’s happened over the weekend. Friday, on the other hand, can see offices winding down. Aim for the middle of the week instead.  

Think about readership

Not all national publications are equal. Before you start reaching out to them, think about which ones your target market reads. If you don’t know, buy a copy or check the website. For example, if you’re hoping to build awareness of your product, check whether a publication promotes luxury items or budget solutions. And if there’s a political angle to your story, target the broadsheet that will consider it good news.

Build a relationship

The first time you reach out to a publication, you might not hear anything back. Don’t take it personally – instead, think about how many communications a journalist receives every day and accept that they can’t reply to them all.

It’s also important not to be discouraged. Keep going! Send out your next press release or product sample just like you’d planned – it might get picked up next time.

If you succeed and a journalist responds to you, keep a record of it. You can connect with them on LinkedIn and start to build a professional relationship or use them as your first point of contact for that publication. Don’t just advertise – network as well.

Outsource PR to Get Ahead

PR can be a highly effective way of promoting your brand. However, it’s also complicated and time consuming, especially if you’re running a business as well. If this blog has made you think about harnessing the power of PR, our PR experts would love to help. Explore our site to find out more, or contact your local regional director today.

Did you know there are lots of great PR ideas for small businesses you can try yourself? They needn’t be expensive, difficult or time consuming, but they could make a big difference to your brand’s reputation.

In this blog, we talk to PR expert Caroline who shares some of her top PR ideas for small businesses.

Why do small businesses need PR?

Caroline: For small businesses, reputation is everything. This means that it’s really important to establish your brand and tell people why it matters. PR is the best way of doing that! Yes, your website and your advertising can tell potential customers what you have to offer, but your PR will tell your story, bring your brand to life and share it with a new, wider audience.

What PR can small businesses do themselves?

Harness the power of social media

Caroline: One of the easiest approaches is social media. You can choose between affordable outsourcing or doing it yourself. And best of all, social media accounts are free.

For effective social media PR, choose the right platform for your campaign. For example, if you’re a B2B business, your first choice should always be LinkedIn. But if, say, you’re bringing a lifestyle product to a new audience, Instagram would be the best option.

Make sure your profile is strong and says exactly what you do in language your audience understands.

Look for opportunities to share your news too. If you attend an event, achieve a milestone, appear in the press or win an award, don’t waste the opportunity – shout about it on social media!

Responding to someone else’s social media posts is also important. The more support you show, the more you’re likely to receive. Communicating with others also shows you can see the bigger picture – a great position for any brand.

Share your story

Caroline: There’s always something going on in a busy business. You might be celebrating a business birthday, gaining B-Corp status, welcoming a new employee or something else. Maybe you’ve merged with another business, or you’ve broken into a totally different market.

These developments are all worth sharing. From a warm, authentic social media post to a targeted press release, there are lots of ways to tell your story and celebrate success.

I try to maximise the effectiveness of press releases by reaching out to the right publications and websites. It’s better to make the front page of an industry-specific publication than be ignored by the Financial Times!

A strong press release should always include the “who, what, where, when and why” of your story. Try and think like a journalist and make it as easy as possible for them to get the information they need. Include some quotes they can drop into their finished article, as well as contact details in case they have any questions.

Enter for awards

Caroline: There are awards for almost every industry that recognise hard work, innovation, inclusivity and more. I’d always recommend business owners enter for awards and competitions because the resulting PR is so strong. The application might cost you time and money but you should see a good return on your investment.

It’s great to be able to post on social media that you’ve entered for a prestigious award – you can ask your community to vote for you. And if you’re shortlisted or even win, you’ve got a great piece of news to shout about. Not only does it make a great social media post, but the press might be interested too. We’re really proud of how many times Get Ahead has been featured in the business press for just this kind of achievement.

Delivering PR ideas for small businesses

If reading Caroline’s expert view on PR has made you wonder if you could be doing more to increase awareness of your brand, we’d love to hear from you. Caroline and our other PR experts can help you see your business in a newsworthy way, finding the stories and turning them into positive press. Visit our PR page to find out more, or contact your local regional director here.

If you’re a start-up or a family enterprise and you’re mindful of the bottom line, it can be hard to think of giveaway ideas for small businesses. But the good news is that you don’t have break the bank, or leave yourself out of pocket when you give something away.

In this blog, we share our top five giveaway ideas for small businesses.

Why does giving matter to small businesses?

Giving is an essential part of any business’ marketing strategy. When we give things away, we reinforce our brand with our customers and clients. We interact with those people in a different way from usual, strengthening the professional relationship. This can be a very effective way of getting customers further down the sales funnel. It can also help you appeal to different markets who respond to different approaches.

Think of giving as lighting one candle off another – the second candle gains but the first candle loses nothing.

Top five giveaway ideas for small businesses:
  1. Promotional items

An on-message promotional item can be a great addition to your marketing toolkit. Trainers and coaches can give out branded pens and paper so their clients can take notes. Trades often prefer a branded fridge magnet to a business card – their customers don’t have to rummage when they need a plumber quickly! Events organisers sometimes give out branded bottle openers while travel agents give out branded luggage labels.

Get Ahead has a number of suppliers in our network of contacts – if you need a recommendation for branded items, please ask!

  • Your own products or services

Obviously, we’re not suggesting that you just give away all your hours and stock! Instead, think about how you can use a giveaway strategically. Who is likely to respond positively to a free software trial – will it make them more likely to buy a subscription at the end? Yes, they’re using your software for free for a month, but if they turn into loyal customers then the freebie was a valuable investment. Remember to research likely groups and target them strategically so you get the best outcomes from giving away your own product or service.

  • Expertise

Yes, it is possible to write a blog or a newsletter without giving away your trade secrets! Instead, give away a small amount of useful knowledge that will help your clients get more from what they already buy from you. For example, letters from your bank often feature a market or finance update. By sharing these insights, banks can help customers to make their money work harder, in turn promoting more of the bank’s products.

Think about what ideas you could share that would help you and your customers at the same time.

  • Discounts

Even if you can’t afford to give something away completely free, consider whether you can afford to offer a discount. Do your sums and work out what percentage you discount from the price of your product or service. You can also give a discount in exchange for something, like signing up to a mailing list. Discounts like this can be excellent investments: once customers or clients have joined your community, they’re more likely to buy from you again in future.

  • Referrals

This one isn’t a traditional sort of giveaway, but it makes a real difference to others, grows your network and establishes you as someone worth working with.

When you’re networking, be ready to praise others in the network whom you’ve worked with. And if there’s a request for a recommendation on LinkedIn, for example, don’t be afraid to put others forward – they’ll really appreciate it!

Marketing strategy support with Get Ahead

If you think that giveaways could play a bigger part in your marketing strategy, Get Ahead would love to help you make it happen! Explore our marketing pages to find out more, or contact your local regional director today.

 

Many businesses share a monthly newsletter with their client community, but we’ve seen a great engagement rate from sending out a different kind of message at Christmas. Instead of the usual combination of “hero” theme, tips and discounts, Christmas is a time to engage on a more human level.

For this blog, we talked to our digital and email marketing expert Claire about how to write a business Christmas message to strengthen your business relationships for the coming year.

What do we mean by a Christmas message?

Claire: Most monthly newsletters follow a standard format. Business owners have considered what works best for them and share a great combination of product promotion, top tips and special offers.

However, Christmas is not the time for a hard sell. It’s not really the time to talk about business either. Many businesses have their golden quarter in the run-up to Christmas…but by the time Christmas actually comes, it’s time to stop talking shop and connect on a more personal level.

What should I include in my Christmas message?

Claire: The best Christmas messages include a strong awareness of the reader, appropriate emotion and gentle humour. They’re a good opportunity to invite your clients to recognise your team members who have made a particular contribution. You can also show empathy by referring to challenges you know your clients have faced in the last year.

You can show emotion in your seasonal message with phrases like, “we’ve all found X tough this year…,” “I’m really proud of Y…,” and “Z was really exciting – such a privilege to be part of it!” Referring to your feelings will help your readers see you as a person and not just a business – this will reinforce your connection.

It’s easy for clients to overlook contributions made by individual members of your team. It’s not that they’re selfish – they just don’t know what goes on behind the scenes. But giving them some new insight has two benefits. Firstly, it shows that the service or product you offer doesn’t just magically appear – this helps your clients to understand its value. Secondly, it reinforces the fact that a real person has made something happen – a real support to the message that “people buy from people.”

Lastly, your Christmas message is the time to write about your clients and not about your business. Write about industry highs and lows, and praise your clients for how well they’ve coped with any recent storms. Thank them for supporting your business, including making referrals, being understanding in times of stress and remaining loyal.

Email marketing from Get Ahead If our blog has inspired you to write a different sort of Christmas message this year, Get Ahead are here to help. Our experienced marketing team includes content writers like Claire as well as graphic designers and email automation experts. Explore our site to find out more or follow us on LinkedIn. And if you’re ready to outsource your email marketing or any other back-office support, contact your local regional director here.

 

Social media marketing is a fantastic, low-cost solution that helps you share your message with your online community. Social media is also a great place to establish yourself as a thought leader and build your reputation through your expertise.

But what makes this complicated is that some content works better on social media than others, and it’s also important to stay-on brand.

In this blog, we look at how to flex with content while also keeping up your brand consistency.

What type of content is best for social media?

All types of content are great on social media…but you might have to adapt them. For example, sharing a whole blog as the main part of your post rarely works, because people using social media are looking for quick content rather than a long read. However, sharing the subheadings from a blog, or copying and pasting the intro paragraph, can be very successful. Both work as a teaser for the blog – you can then add the link to the whole blog if anyone wants to click through.

Similarly, you can adapt the message of your latest newsletter to share on your social channels. This helps you share the quality information that’s gone out to your mailing list with your social media community too.

If you create ebooks, you can use social media to promote your latest publication without sharing the whole thing. Remember to include a link to help people buy or download the complete ebook – don’t leave them hanging!

How do I find time to adapt my content?!

It’s often a good idea to write all your content from one idea at the same time – it can be a real time saver. If you write a blog, think about which sentence would make a strong social media post while you’ve still got the Word file open. Think too about how you can make this idea into a newsletter that will appeal to your mailing list.

All of Get Ahead’s content writers offer packages, where clients can have their blog and newsletter written from the same idea, with a suitable social media version too. This can be a great value solution that gets all the content written at the same time.

How do I maintain brand consistency if I’m changing up my content?

Editing your existing content doesn’t mean you have to compromise your brand message. If you have a strong brand that’s really embedded in what you offer, it’s almost impossible to go off-piste. That’s why it’s worth investing in your brand…but that’s another blog!

Re-read the carefully selected sentence from your blog before you post it on social media. It might be strong, but does it convey enough on its own? Consider whether it could be misinterpreted without the whole blog or ebook to give it context. Don’t be afraid to tweak it again to remove any controversy or reinforce your brand message.

Pictures can be very powerful on social media. Remember to illustrate your posts with pictures from your brand palette, accompanied by wording in the right font. If you regularly share content from your website to social media (e.g. estate agents sharing the latest properties), plan how these regular posts will look to keep up your brand consistency.

Outsource social media marketing

Our experienced social media managers love helping businesses like yours get more from Facebook, LinkedIn, Instagram and all the other channels. To find out more, explore our site or contact your local regional director.

 

Content writing services are an important part of any marketing strategy, particularly in the internet age. Written content is essential if search engines are going to find your website or social media pages. But did you know that it’s a great way to convert customers too?

In this blog, we talk to Charlotte, one of Get Ahead’s longest-serving copywriters, about content marketing, why it matters and how it works.

What is content marketing?

Charlotte: Content marketing is a way of showcasing your products and services so that potential customers can gain a deeper understanding of your offering.

Blogging is my personal favourite – a 500-word blog is a great way to explain what you do while also sharing more detailed insights than you can on a web page or LinkedIn post. But there are loads of different types of content marketing to choose from, including video, newsletters, social media posts, ebooks, white papers and more.

Every piece of content is an opportunity to reinforce your brand, your message and your ethos. I often think of content marketing as like having coffee with a friend. You sit down with your friend (the potential customer) and talk in a chatty, human, real-world way about what you do and why it matters. You’ll both have a laugh, maybe a cry, but most importantly, you’ll reinforce your emotional connection. This means that in future, when the potential customer needs what you offer, they’re more likely to come to you because they understand what do and feel a connection with your brand.

Why is content marketing more effective than a hard sell?

Charlotte: We all know that a hard sell rarely works. If you’ve ever been pressured into buying something, you probably know that it didn’t work out in the long term. Think of the car you sold on after a few months, or the subscription you’ll be cancelling at the earliest opportunity.

Some business owners are so averse to hard selling that they end up avoiding marketing altogether. This is a mistake, because your business won’t grow unless you market it. Instead, I always encourage my clients to consider content marketing. With content marketing, you give the customer all the information they need but the decision to buy always rests with them.

How does content marketing convert customers?

Charlotte: Content marketing converts customers because it gives the buyer the chance to make up their own mind. Through the content you create, the buyer can build up their own view of your business, products and services. They can find the answers to their questions and decide if yours is the business they want to deal with. And if it is, they can reach out to you and become part of your community of customers or clients.

Because the customer has arrived at this decision for themselves, they are more likely to develop a loyalty to your business. This means they’ll probably keep buying from you into the future and recommend you to the rest of their network. This is great news for your business and puts you on track to become a market leader.

Outsourced content writing services

If our blog has set you thinking about finding content writing services, Get Ahead can help. Charlotte and our other content experts love digging deep into clients’ businesses, finding out what makes them tick and how to communicate that in a way that resonates with the ideal customer. Check out our Resources section to see how content works in practice, or contact your local regional director for a supportive chat.

 

Outsource graphic design, copywriting or administration to help you prepare for your next business expo!

Business expos can be great opportunities to find new customers and build your network. But to maximise the return on your investment of time and money, it’s important to plan ahead. Getting all your materials ready well in advance, as well as keeping your business going while you’re out for a whole day, will make the expo into a calm, positive experience to really help your business grow.

Let’s take a closer look.

How far in advance of the expo do I need to start planning?

Start planning for the expo about two months in advance. Of course, it’s not an exact science, and the amount of planning you need depends on how experienced you are at business expos!

Two months before the expo

The first steps to take are to think about your stand and what promotional materials you will use. If this is an expo where you are likely to pick up a lot of business, it’s worth investing more in sharing the right messages and developing some really memorable promotions. On the other hand, if your business is just making a token appearance or you’ve received the stand for free, you might not feel inclined to invest as much time or money.

Once you’ve decided on your goals for the expo, it’s time to think about what you need to achieve them. For example, the trusty pop-up banner you’ve used for the last three years might need to be updated, or you might need fresh material to promote a new product or service.

Whether you have a specific idea of what you want, or just a very broad vision, a good graphic designer will bring it to life. Planning two months ahead should give you and your graphic designer time to come up with a successful design. Remember, while the actual design might not take long, there are other factors that can delay the process. For example, the designer might have other client work, and you will need to find time to review the draft designs and give feedback. 

One month before the expo

Now you’ve got your designs finalised, it’s time to send them to the printer to make into banners, leaflets, posters or whatever material you’ve decided to use at the expo.

Again, the printer can probably do the work in a lot less than a month, but it’s a good idea to have some time contingency. For example, while good printers will take work seriously and act with professionalism, problems can still arise. Slow couriers, supply chain problems, illness and emergencies can all get in the way of quick delivery of marketing collateral.

One month before the expo is also the right time to organise personnel to cover your stand. If you have a team, decide who is going to go to the expo (choose at least two people so you can cover breaks) and make sure it’s in the diary!

If you work alone, you might want to ask someone else from your business family to help you on your stand. If you’re already using a virtual expert from Get Ahead, they’d be happy to help! However, it’s important to fix it up in advance so they can plan their diary accordingly. 

Expo days can be long. If you need to arrange childcare, book it now.

Two weeks before the expo

Decide how you’re going to get to the venue. If you can pop your banner, freebies and your packed lunch (!) in your car and park at the conference centre, all is well. But if it’s a city centre location and parking is difficult, or you have a lot to take with you and will need to hire a van, make a plan now.  

One week before the expo

Get ready for your day out of the office. Tie up the loose ends, or delegate them to someone who isn’t going to the expo. Get Ahead’s virtual experts are here to help if you need us!

At home, fill up the freezer with easy, healthy meals. Expos can be very tiring – we’ve never had the energy to cook from scratch after an expo and we doubt you have either!

The day before the expo

Take everything you need for your stand and set it up. In our experience, it always takes longer than you think it will. Check the get-in time with the organisers and give yourself enough time to set your stand up properly – it will give you such a boost when you arrive in the morning!

The day of the expo

Enjoy yourself!

Outsource graphic design, administration and general support with Get Ahead

There are lots of ways Get Ahead can support you with your next expo. Many business owners decide to outsource graphic design, but there are lots of other solutions too. Talk to your regional director or download Getting the most from your Expo to find out more. 

 

The much-anticipated Employment Rights Bill 2024 is being described as a “once in a generation” shake-up, protecting all workers and establishing new norms. Looking ahead, ministers hope it will improve job security, enabling more people of working age to stay in employment and contribute to the UK’s economic growth.

The Bill sets out new maternity rights, as well as an increase in statutory sick pay. Other rights will be introduced, including the right of a worker to retaliate against unfair dismissal without having to wait for a certain time period to elapse. While these could mean increased employment costs and workplace adjustments for small businesses, the overall benefits of the Bill are significant and a welcome protection for workers at all levels.

To help your business navigate the new normal and meet the requirements of the updated employment law, Get Ahead are here to help. Here are four ways we help small businesses comply with the Employment Rights Bill 2024:

  1. Outsourced HR support

You want to do right by your employees but you need to know you’re operating within the new law too. Our HR experts will review your systems, contracts and employee handbooks to ensure they are up to date and compliant. Our team can also design and deliver training to update staff and supervisors, ensuring your team understands all the implications of the new Bill.

  • Payroll outsourcing services

The new Bill means changes to sick pay and maternity pay. If this also means changes for your payroll department, Get Ahead can help. Our payroll outsourcing services means we can set up new systems to incorporate the changes, ensuring your staff on sick leave and maternity leave receive the right pay at the right time.

  • Virtual PA services to streamline your systems

Over the years, our virtual PA services have helped countless clients to save money by streamlining systems and introducing efficiencies. Through chasing outstanding invoices, cancelling unused subscriptions, introducing quicker methods or reducing working hours, our VAs have made a massive difference to businesses of all sizes. Business efficiencies could free up the budget you need to cover the increases in sick pay and maternity pay outlined in the Employment Rights Bill 2024.

  • Your virtual team in an uncertain time

If you were on the point of recruiting but the new Bill has made you think twice, Get Ahead can help. Our expert team of remote workers can deliver back-office support while you test the water. And because you’re not locked into a long contract, you can hire your own permanent staff whenever you’re ready.

Flexible back-office support from Get Ahead

At Get Ahead, we know that businesses thrive on flexibility (that’s in the new Bill too!). That’s why all our services are fully flexible and we never tie clients into long contracts. In turn, this means your workplace changes could be sorted out quickly and efficiently – the new Bill doesn’t have to be an expensive, confusing headache at all. We can provide the short-term support to help you through the transition, freeing you up to do what you do best.

Explore our site to find out more, or contact your local regional director today.

Whether Christmas is your busiest or your quietest time of year, it’s always a break from the norm. Our virtual expert Pauline has put together a checklist to help you prepare your business for Christmas – we hope it helps with your forward planning.

Prepare to succeed

Pauline: In my experience of office administration, planning ahead before a break really takes the pressure off. You might dream of some half-days in December so you can do some Christmas shopping or bake some mince pies. But instead you find yourself staying late, trying to get all your office jobs done before you close for the Christmas fortnight. Christmas should be fun, not stressful, so remember to plan ahead so you don’t have to do everything at the last minute.

  1. Plan for your office closure

There are lots of office jobs you can automate or outsource while your office is closed. Set up your email automatic reply. You might also consider using a phone answering service to field your work calls while the office is closed, or while you’re face-to-face with your hospitality or retail customers.

If you have a physical office and no one will be in it during Christmas and New Year, remember to secure it before you lock it up for two weeks. Set the heating to a low temperature so you don’t waste energy but the pipes don’t freeze either! Set your security systems and agree who in your team will be “on call” in case of emergency.

  • Schedule your social media

Social media scheduling enables you to create content before you need it. Simply write your posts, add photos and set them to appear on your social channels at regular intervals over Christmas. This helps you maintain a consistent presence and continue to build brand awareness. Find out more about social media scheduling here.

  • Carry out your Christmas marketing

If you work in hospitality or retail, Christmas is probably your busiest time of year. Preparing your marketing and PR ahead of Christmas is a long game and you might have started as early as May. Even if you’re launching your campaign in the autumn, there is still time to make it effective. Find out more about our marketing support here.

  • Write your Christmas client email

The Christmas email to clients, thanking them for their support during the year, is not something to write in a hurry. These emails often take the form of a “review of the year” and you might need to gather data, ask your colleagues for photos or get permission to mention a certain client. But if you leave yourself enough time to write a really meaningful Christmas message, you might find it’s one of the most popular emails you send all year.

  • Organise your Christmas celebration

If you’re planning a big celebration or meal to thank your staff for their hard work during the year, book it as early as possible. Most party venues, hotels and restaurants start taking corporate bookings as early as July.

If you’ve left it too late (!) or don’t have the budget for something big, consider something low-key like a quiz night, winter walk or simply drinks and canapes in the office.

  • Order your Christmas cards

The view of Christmas cards has changed over the years I’ve been an administrator. Sending physical cards used to be standard practice, but with increased climate awareness and cost of postage, their role in business communication has changed.

If you like to send Christmas cards, get them designed as early as possible (and Get Ahead’s graphic designers would love to help!).

E-cards are increasing in popularity too – you can order them through dedicated websites or have one designed specifically for your business.

Remember, there is a middle road with Christmas cards. You don’t have to send them to everyone! Instead, you could think about which business relationships you want to cultivate and focus on sending cards to those specific contacts.

Virtual PA services from Get Ahead

Whatever support you need to prepare your business for Christmas, Get Ahead can help. Our experienced team provide virtual PA services, social media scheduling, phone answering and more. Contact your local regional director to find the best option for you.

 

Outsource recruitment planning and you’ll find you not only save time but see better results for your business too.

Recruitment planning is an essential part of growing your business. With a strategic plan and knowledge of how you’ll implement it, you can recruit the right people for your business who’ll help you deliver on your goals.

In this blog, we take a closer look at recruitment planning, how to do it and why it matters.

What is recruitment planning and how do I do it?

Recruitment planning is the spadework you put in before you advertise a vacancy.

  1. What roles does my business need?

The first step is to work out what role or roles you need to recruit for. If you’re scaling up from working alone and taking on employees for the first time, it’s easy to feel overwhelmed by the prospect of recruiting a whole team at once. However, when you take time to plan the recruitment, you’ll see it all fall into place.

It’s probably easier to start with what you need your employees to do, rather than choosing job titles you think you need to fill. For example, you might want someone to do the accounts and keep on top of invoicing. If this is an area of business where you’re already comfortable, you might not need someone else to do this at management level, but you might need an admin assistant to deliver the day-to-day finance tasks.

It’s also a good idea to look at your business goals – these will help you decide what tasks you should prioritise. You might have spotted that you need to increase your sales by a certain percentage. If that’s the case, prioritising the recruitment of a strong sales team is the best way to deliver that goal.

  • What kind of person would be best for the job?

Once you’ve worked out what roles you need to fill, the next step is to think about what kind of person you’d like to have in that role. Remember that skills can be learned but personalities don’t change – think about the kind of person you want in your team and what kind of attitude is most likely to deliver the work you want.

Make sure your person specification and job description don’t have contradictions! Be realistic and remember, for example, that a motivated self-starter is unlikely to be a good team player, and vice versa. Some tasks don’t go well together, e.g. reactive jobs like PR can clash with regular responsibilities like finance and admin.

  • How do I attract the best candidates?

Another aspect of recruitment to consider is how to attract the highest calibre of applicant. Of course, salary is important, but savvy business owners also consider what values and benefits their business has that appeals to potential employees. For example, if you’re expecting to recruit someone to their first job, it might be helpful to say that there are prospects for promotion. If you want to attract someone who will stay in the role and really embed into your business, offering a long-term or permanent contract will help you appeal to candidates who are looking for job security. Depending on the role, values, ethics and your company’s B Corp status might also be worth mentioning.

  • Where should I advertise?

With the person spec and job description written, it’s now time to advertise. Think about where you might find the best candidates for the job. You might choose to headhunt on LinkedIn, or advertise on an industry-specific job board. Take time to think about how you’re going to spend your recruitment budget to be sure of having your advert seen by the most suitable candidates. For example, school-leavers might not be on LinkedIn yet, and efficient admin assistants don’t necessarily need to know your industry to work effectively. In other words, think carefully before you put your entry level jobs on LinkedIn or look for admin assistants by industry. On the other hand, leadership recruitment might involve actively reaching out to likely candidates instead of advertising in the usual way.

Why does recruitment planning matter?

The reason that all of these processes are important is that they help you attract and retain a higher calibre of applicant. This gives you a great talent pool to choose from and ultimately makes your business more successful. Best of all, if you recruit the right people for your business culture, they’ll want to stay. And the longer they stay, the better the value they give you.

Outsource recruitment planning

Outsource recruitment planning and you’ll benefit from the human resources expertise your business deserves. A well-planned recruitment process is the most likely to give you great new employees, ready, willing and able to take your business to the next level. Explore our HR outsourcing section to find out more.