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The Fordyce Letter

Straight Talk for the Recruiting Profession


Articles tagged 'marketing'

Business

Don’t Miss Out On Your Marketing Deductions



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IRSBefore you file that tax return today take a second look at the deductions for marketing and promotion. Did you take all the deductions you’re entitled to?

Surprisingly, 43% of small business owners are entering zeros on that line of their business return or on their Schedule C. What’s more remarkable is that 27% of owners aren’t even aware that the IRS allows them to write off legitimate marketing expenses.

Not taking those expenses is like volunteering to pay more taxes than you have to, which makes about as much sense as ignoring a job order from a valued client. You wouldn’t do that, so why would you skip something as valuable as writing off what you spent on things like business cards, your website (and the hosting fees), holiday gift cards to clients, advertising, and those slick brochures you had printed.

Social Media

Five Top Picks for Socially-Acceptable Marketing Success



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You’ve got the basics covered with your presence on the major social media sites. Now, you need to take that next step by adding new tactics to your social media program. Using social media as a branding tool is great, but taking it to the next level will engage your audience.  Try these five tips energize your clients and candidates.

Ask Barb

Everyone Is Going Mobile. How About You?



Ask Barb

Dear Barb:

During a conversation at the Fordyce Forum last year, you were talking about the importance of having a mobile site for my company. Do you still feel that is necessary? I don’t think that many candidates look for us on their phones vs. their computers?

Jim T.

Houston, TX

Dear Jim:

Sourcing, Viewpoint

7 Words Mathematically Proven To Get You More Hires!



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Wired Dating wordsWired recently worked with OkCupid and Match.com to find out which words were used on the most popular dating profiles on their sites. Millions of data points were analyzed to come up with the most popular 1,000 words.

What they came up with were the exact words to use in your personal description to get the most clicks.

I’m going to take this one step further and say if these words attract singles to another single, I’m quite certain they would attract a job seeker to a job. My theory being that singles are also job seekers.

Business Development, The Business of Recruiting

7 Steps To Saying Yes When They Ask “But Can You Deliver?”



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Stairway up - freedigitalIn the press to take advantage of the slowly improving economy, a growing number of recruiting and staffing firms find themselves over-selling and under-delivering. Consequently, clients are receiving inconsistent results and the quality of service standard for our industry is falling.

In response, prospects as well as clients are increasingly asking, “But can you deliver?”

You must carefully consider your response to this question. Companies are frustrated by sophisticated sales presentations that have little real relevance to the actual delivery of services. With minor modifications, they have already heard most of these presentations from your competitors. Therefore, you must ask yourself, “Can we deliver every time, on time, without exception?”

The answer can be “Yes.”

Business Development

Tips for Overcoming a Fear of Public Speaking



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Megaphone-freeRecently, I was asked to be a panelist for a webinar about using the power of publicity to achieve your goals. The participants asked great questions.

The first: “How do you step into the spotlight when you don’t like the spotlight?”

Getting media attention and speaking engagements — the spotlight — goes right to the heart of my book, Celebritize Yourself. By boosting your visibility and your credibility, you set yourself apart from your competition and become a trusted authority in your field.

Business Development, How-To, Social Media

Three Steps to Becoming an Industry Expert and Growing Your Business



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You may be the best recruiter or trainer in the world, but if nobody knows who you are does it matter? This isn’t an exercise in Zen thinking. It’s a real world concern if you’re not a name in your field and want new clients.

Like it or not, people congregate around popular businesses. If you want to grow your small business, you need to create that popularity. Becoming a recognized industry expert is easy if you follow these steps.

Dig Into Your Industry

What is important in your industry today? If you’ve had your nose to the grindstone

Business Development

Help Your Client (and Yourself) Attract Candidates With Brand Ambassadors



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marketingAs an external recruiter, you probably do a lot to communicate the needs of your client to potential job seekers. However, are you missing a key element that could take your recruitment strategy to the next level? No, it’s not some new fangled software or an expensive campaign. It’s branding and it can do you, and your client, some real good.

Studies show most companies are in the early stages of developing an employer brand strategy that builds competitive advantage, with only 16% of organizations having a clearly defined strategy. In addition, while 31% have a strategy, they admit it can be developed further.

How-To, Jeff's On Call!

How to Meet The Press, Do It Well and Enjoy the Free PR



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Meeting the press can be terrific or terrible for people in placement, depending on the meeting agenda. It’s often a hidden agenda, too. I’m still never absolutely sure whether the final “piece” will be a true rendition of the placement industry or just a device to sell newspapers and get a by-line for the reporter.

But I’m learning. You can too. There are proven ways veterans get favorable publicity at press time. Here are six:

Industry News

Forrester Report: ‘Facebook Is Failing Marketers’



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Facebook logoDescribed as “damning,” “scathing,” and “brutal,” a Forrester report says Facebook is all but useless as a marketing tool, bluntly declaring “Facebook is failing marketers.”

“Don’t dedicate a paid ad budget for Facebook,” advises Forrester. “Marketers tell us Facebook ads generate less business value than display ads on other sites. It’s time to make decisions based on facts, not on faith or fascination. You’re just buying display ads!”

In a blog post addressed to Facebook CEO Mark Zuckerberg, the author of the report says,”While lots of marketers spend lots of money on Facebook today, relatively few find success… Facebook ads were less valuable than any other marketing tactic (marketers)  could use on your site.”