Blog
What is Recruitment Marketing?
We’re getting quite predictable, you and me. We use our consumer behaviors to shop for just about anything, be it a new dishwasher for our home, a software tool for work, or even our next job opportunity. Don’t believe me? Answer these questions. What do you do first when you need to buy a product or service? You go to the internet to research the problem that you need to solve, and you learn about the options available to solve it.
Lori Creighton Certified in Recruitment Marketing
Lori Creighton has earned Recruitment Marketing Certification through the Smashfly* Transform Academy. The certification is recognized by SHRM (Society for Human Resource Professionals) and the HR Certification Institute as eligible for continuing education credits for HR professionals. Recruitment marketing is the use of marketing tactics to achieve recruiting goals. It’s considered an emerging discipline within the field of HR but it requires a very different skillset.
How to Get the Story Your Client Wants to Tell
If you ask, your clients are generally happy to put out a good word for you. They’ll refer you to their friends and colleagues. They’ll respond to your customer satisfaction surveys with high marks and a smiley face. They’ll even give you a favorable review on Facebook or Google. Unfortunately, the feedback, while good, isn’t necessarily compelling because what they have to say is flat. That is, it doesn’t take the reader up and over the dramatic arc, a necessity if you want to activate empathy – which you do.
Five Ways to Find Stories for Case Studies
If you want to use case studies to differentiate your business and gain buyers’ trust, the first thing you need to do is find the stories that you need to tell. Once you know how to uncover these stories, and you get your whole company involved, you’ll discover that you have a consistent source of ideas for the best type of content that influences your buyers’ decisions. No special tools are needed to give these five tactics a try.
How Buyer Personas Help You Fish in the Right Lake
Imagine for a moment that you went to a lake, launched your boat, and started to fish without knowing if the body of water was an environment where fish could thrive. Your results will be hit or miss. You could be super lucky and get a bite with every cast. You could go through the whole day without a single nibble. Maybe you have a bit of success and you bring in a few fish in return for the investment of your time, your equipment and the energy you expended to plan your day and get there.
Three Scenarios Where Hiring a Marketing Consultant Makes a Tons of Sense
Can I assume that you’re outsourcing some services that your business needs right now? It could be accounting, IT support, or maybe HR and hiring. Perhaps your company provides one of these outsourced services for other businesses. Outsourcing makes a whole lot of sense when you want to bring in expertise that you don’t have internally.
Jobs Theory for Marketing: Simple But Not Easy
I was recently introduced to “Jobs Theory” and decided to learn more about it so I have started reading the book, “Competing Against Luck: The Story of Innovation and Customer Choice” by Clayton Christensen. Before I even finished the book, I liked how the author distilled the purpose of business down to a very basic level. Of course, I have applied it to the work that I do as a marketing professional and here’s my insight: marketing does the job of developing and sustaining relationships.
Resonance - The Simple and Profound Reason We Need to Be Storytellers
Something a client said at a meeting recently has been mulling around in my head. What she said was a great compliment, although I don’t think she realized it. She validated that my work with their organization is not just to help them with marketing, but it’s also to change the way they think about who they are trying to reach by getting into their story. Here’s what she said. “I keep hearing your words in my head, Lori. Why are we doing this?”
The Single Most Important Ingredient in Your Success Story
What's the single most important ingredient in your success story? I won’t keep you in suspense, but first-- what it isn’t. The single most important ingredient in your success story isn’t success. It’s distress. Surprisingly enough, when you leave out the struggle that led to your success, you really have no story at all.
Do You Know How to Find Your Stories?
I know why you haven’t started using a storytelling approach to your marketing and communications. You’ve been hearing about it everywhere – from your industry organization, in your social media feed, at training events. You’re sold on its power to connect, persuade and motivate people. You just haven’t taken that first step. Here’s why. You don’t know how to find the stories you need to tell.