The foundations of any company’s business model, irrespective of their size or sector, are formed by their corporate identity and brand positioning. This is somewhat common knowledge but of increasing importance as marketing budgets are tightened.

Establishing a strong, well known identity is not an easy task but the gains of successfully doing so are prosperous. Recent weeks have seen Apple overtake Microsoft as the most valuable technology producing company thanks to its extensive profits.

Effective communication of Apple’s identity and product lines means very few would fail to recognise their logo, associate them as a leader of ground breaking home and office technology or name any of its products. Mass enthusiasm surrounds Apple’s identity as consumers aim to get their hands on the technology and suppliers compete to sell it. 

The question that dominates in the current economic climate is where do you prioritise your marketing communications spending to raise the profile of your organisation? An especially tough decision when tight budgets increase the pressure for clearly visible results.  

Such budget management is even more difficult with specialised communication agencies competing for a large share. Full service agencies offer an attractive means of consolidating marketing, advertising and public relations under one roof with many also having a digital arm to coincide with the expanding opportunities offered by interactive media thus offering multi platform reach.

Using such agencies allows all areas of your marketing strategy to be easily co-ordinated to communicate consistent, clear and direct messages. These are key to any branding campaign as the profiles and values expressed build a relationship between the audience and your corporate, product and/or service identity; an awareness that encourages future business.

The communication of success stories and strong products and/or services through PR, advertising and marketing alongside an establishing identity further enhances brand strength. A strength which continues to grow as awareness of your brand does, opening more opportunities for future business and expansion.

Such growth reflects the need for the continuous management of your identity and brand positioning. Once established, they need to prosper through regular up to date communication rather than fade into the background if they are to be successful.  

This is as time consuming as it sounds but it is essential. Again a full service agency can be of great use here as they can tailor and progress communication activity across all areas with this purpose in mind.  

Although just the roots of marketing activity, it offers the foundations from which future campaigns can be built. Once established, corporate identity is further enhanced by all positive future communication increasing business opportunities and therefore providing significant returns on investments in it. 

Unsworth Sugden’s advertising division and digital marketing division, US Digital, have combined their specialities to great effect for the Woodland Trust. Their knowledge of advertising and the importance of utilising a strong online presence has allowed the Woodland Trust to find the right candidates for numerous positions.

Thanks to an effective combination of print, website design and website development, the Woodland Trust was inundated with strong, high quality applicants. This proves the internet has not yet completely outdated print and that the qualities of both can be used to great affect.  

Marina (centre) receiving her award from Colleen Marples from CDS Global (left) and Hannah Elwell, Unsworth Sugden (right)

The PR department is celebrating this week as one of its recruits picked up a 1st class degree from De Montfort University as well as two student prizes!

All our congratulations go to Marina Boor who on top of graduating, has earned herself the title of Best International Marketing and Business Student and picked up first prize in the Employeer Award for Performance in the Workplace during her year with the company in 2007/08.

Well done Marina!

Choosing the right jobsite on which to place your recruitment ad can be a minefield, particularly with the plethora of generalist sites about. Interesting statistics were recently published within ‘The Recruiter’ for the top employment and training sites as ranked by share of the UK internet visits for September 2008.

Here are the top ten:

1. Jobcentre Plus 10.81%
2. National Health Service – Careers 3.95%
3. Totaljobs.com 3.46%
4. Reed.co.uk 3.32%
5. Jobsite.co.uk 2.66%
6. LinkedIn 2.43%
7. Monster.co.uk 2.22%
8. TES Jobs 1.96%
9. CV-library.co.uk 1.34%
10. Guardian Jobs 1.29%

The recruitment division at Unsworth Sugden gives help and advice to our clients regarding the best sites to use for individual jobs and negotiates the best package to maximise impact within budget constraints.

September was a hectic month for the agency.

The recruitment advertising team gained the Servoca Nurses and Care account, while the PR department added the property developer and investment company Raynsway to its ever growing list of retained clients.

Our web division, usdigital, has been appointed by Midland Handling Equipment, the conveyor chain specialists, to design their new company website and Battery Direct has signed up for usdigital’s monthly SEO package.

We did however manage to fit in the annual mid year (slightly late) agency outing, to celebrate everyone’s hard work this year.  After all we can’t have all work and no play!

Contrary to what many say,  recruitment advertising is specialist. It requires different marketing skills and a different approach. Many people say recruitment advertising is easy, little design skills and standard copy. People that think this are VERY wrong!

The need is to achieve an effective ad, designed to capture the job seekers attention and which then:

• Attracts the best and appropriately qualified applicants to your vacancy
• Limits the number of unsuitable candidates
• Sells the benefits of working for your company
• Re-enforces the brand

Points to consider:

1. Job title - Select one that is explicit, descriptive and means something to people outside your company.
2. Salary - can act as a screening device if included; if not, it is helpful to ask for current salary on ad.
3. Job Description & Person Specification - if these exist the ad should reflect their content giving details of duties and responsibilities. Be clear on skills, education and experience required or beneficial to attain the position.
4. Well written - clarity, brevity and simplicity are essential qualities. Check spelling and grammar. Avoid long sentences. Sell the position. Do not discriminate. Remember your target audience and speak to them.
5. Advertise the benefits of working for your company - include benefits packages, career opportunities, company facilities.
6. Ease of response - clear instructions on how to apply and make it relevant to the type of job: a telephone response may be more appropriate or give an option to call for an ‘informal discussion’. Include an e-mail if possible as it does increase response. If you can apply on line make sure the web address included.
7. Timing of advertisement - avoid Bank Holidays as these may affect response.

The Recruitment Team at Unsworth Sugden are always available to provide our clients advice and a copywriting service whenever required!