Be consistent when you want to be clever.
We all screw up—say something that can be misinterpreted, taken out of context and just generally be more of a distraction than it is worth. We want to explain ourselves, dig our way out of the hole we’re in—or worse yet—pretend it never happened, filing it away, boxing it up and put it in some forgotten warehouse—like at the end of that Indiana Jones movie we all agree was better than the last one. These are all knee jerk reactions, which have the ever-present danger that reflexes pose—inconsistency.
Every move you make, every step you take
Never before has our audience been more involved than it is today. They are hyper-vigilant, consuming information brought to them by algorithmic social media minions, feeding them information they didn’t even know they needed. The rapid pace of information acquisition and a constant supply of alternatives has bred a consumer base that is fickle and constantly watching. If you disappoint them, they have other options. If your messages or responses to comments are not instant and orderly, they’ll know. If you do not respond to controversy, the backlash will be epic. Within the recruitment industry, we must be flexible while simultaneously staying true to our particular brand’s philosophy; be active listeners in order to promote our client’s vision; never sacrifice honesty for a concept we think will be more attractive. Be authentic to your brand.
Being vulnerable is scary, but necessary
Do you remember the last time you sat down and listened to a story? You didn’t look at your phone every 12 minutes—the national average—or start daydreaming about the “Baby Yoda,” but you sat enthralled and interested in what was coming out of another physical human being’s mouth. You listened because you trusted that person was being genuine, that what they were telling you was true and essential and had a purpose. We have to tap into our vulnerabilities, projecting honesty before we can be attractive to clients and candidates alike. A recruiter will come across as arrogant if a relationship is not formed between themselves and those they represent based upon genuine concern and reliability.
Use data, prevent fluff
The subheading is slightly misleading. Most databases don’t need to be built. They already exist. The amount of data available to any marketing agency is overwhelming. When communicating with your target audience, the be-all-end-all is to not forget the primary word “target.” With the amount of information you have available, there is no excuse to be general. We’re here to tell someone's story so they can be accurately and fairly represented in an increasingly competitive market. Pages fly by consumer’s eyes at break-neck speeds and it is our job to represent them accurately, promoting their strengths in a sincere and creative way.
“Discovering the truth about ourselves is a lifetime's work, but it's worth the effort.”Mr. Rogers
While being absolutely scrutinized every second of every day by a general public that seems to thrive on the failures of others can be disconcerting, in the end it is an opportunity. We should always be ourselves. It takes less time and energy to provide an accurate image of one’s company and services if we stop trying to market ourselves to those we can’t sufficiently serve. If we focus on our strengths and directing those genuine efforts towards a point as opposed to a population, we might just break through.
If you’re looking for ways to be authentic and consistent this New Year, contact us to see how a custom authentic content marketing plan can help.