Blogging Direction
<thinking>As 2007 ends I find myself thinking about this blog and where I want it to go.
It will always be a blog about contingent staffing and will always be written from that perspective for as long as I’m in the industry.I know I can always write about recruiting and the clients’ needs and how to deliver just that, and while this is valuable in itself, it’s just another voice for the reader seeking information to sort through.
What exactly do I want to provide? It’s not about being unique or different, it’s about trying to zero in on the information that the market is looking for. Based on my analysis of traffic and referrals to this blog, it seems there is much interest on VMS.
So. While it isn’t exactly what I had in mind when I started this blog, I’m going to take it that direction. This is what social media is about. It’s not about me telling you what I think you should know, it’s about YOU telling ME what you’d like for me to discuss.
No, this will not be a VMS blog. VMS is just a technology piece in the staffing industry, and in my opinion, there will be more technology pieces emerging that will need to be discussed. I’m experimenting with a lot of these new applications myself so expect to read a lot more about my observations and the issues — good and bad — that I run into. If you have experience with them yourself, please share your feedback as well.</thinking>
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A word on swag
It’s that time of the year for swag.
Being from the marketing side I hear the requests and suggestions for promotional items from sales who want to use the holidays as an excuse to drop by their clients and prospects and “leave something behind.”
I was in sales in my not too distant past and I could never have enough of these giveaways. It gave me an excuse to see people, and even those who normally don’t grant me an appointment all of a would let me come by and give them a present.
But now that I look at it from the marketing point of view, I don’t think swag is such a good idea. I believe there is a time and occasion for giveaways, but relying on promotional items to sell staffing actually hurts more than it helps.
1) One of the main things that hurt staffing firms today is that contingent labor is becoming more and more of a commodity. The process of bringing 30 people to work for company XYZ is not that much different from ordering reams of printing paper. We try to drive home the message that this is not the best approach, but yet we reinforce staffing as a commodity by sticking our logos on dime-a-dozen items like pens and calendars and mugs and other little items that offer absolutely no value to the recipient. Sure, your client sees your logo, and ok, maybe that item will remind the client of your company. But a client knowing what your logo looks like doesn’t necessarily equate to the client seeing the value of your services.
2) If you feel like you need to give your client a promotional item just to get them to see you, you haven’t demonstrated to that client or prospect exactly what value you have to offer. I think it’s nice to have something to leave behind. But if the main reason for the meeting itself is just to drop off a present, I’m not sure how effective that would be in getting not only that prospect’s attention but more importantly, his or her recognition of your brand’s value.
But that’s just me. If you’re a client on the receiving end or a hiring manager, how many times have you chosen a staffing firm to work with because they gave you a promotional item? Or how many times have you found yourself with a staffing need and thought of the staffing rep who gave you that mug last Christmas?
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A note on service marketing
My son Jacob was chosen to be the class Superstar of the Week. This means that he gets to go to the “reading corner” all week long. Apparently they only get to go to this special place once a week with their respective group. Also, as Superstar of the Week, he gets to bring something to share with visitors of the reading corner.
Ok so I suppose being Superstar of the Week is equivalent to hosting the Reading Corner. (Sorry. It just barely clicked now).
The weekend was spent preparing for this. In addition to preparing his Read All About Me poster, I noticed that he had a stack of blank paper and was writing the same playdough recipe over and over again:
In a sauce pan, mix:
½ cup salt, 1 cup flour, 1 tbsp cream of tartar, 1 cup water. Stir over constant heat until it’s just the way you like it. Wait until it’s cooled before you touch it.
Have fun with your playdough! Call me if you want to play, 555-555-1212. Jacob.
I asked him what he was doing and he said he wanted to get more of his classmates to be friends with him.
I was a proud Mama. My son, learning the ways of the [Service Marketing] force, at such an early age.
This lesson applies not only to marketing staffing services, but for marketing a service in general. My son knew:
1) …that his classmates are not going to call a phone number just because it’s printed on a piece of paper. He had to demonstrate value. He knows how to make homemade playdough. What else does he know? Call him to find out.
2) It’s not about HIM. It’s about what he can do for YOU. Here’s a playdough recipe for you to try. You get to play with it regardless of whether you call. (But why wouldn’t you? Really. Why not?)
I couldn’t help but be reminded of some staffing firms sell. Yes, cold calls are important. You can shove your business card to every man, woman and child you see, but without demonstrating value, your prospect won’t call. You can take prospects out to lunch, you can outfit their office with your logo plastered on every imaginable surface, but if your prospect doesn’t see the value, you still won’t get that phone call.
</personal note>
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About This Blog
Lisa Amorao is currently the Marketing Programs Manager for ATR International, a Silicon Valley-based contingent staffing firm.
Lisa has held roles in recruiting and sales before moving on to her current role in Marketing.
The opinions expressed here are her personal opinions and does not reflect those of her employer or any of its clients.
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