The Need
Having helped Norrie Johnston build and sell his first recruitment business called Executives Online, we were called in to help launch his next recruitment venture, an executive search and interim management agency called Norrie Johnston Recruitment (NJR).
How We Helped
Our breadth of experience successfully promoting new businesses across a wide range of B2B and consume sectors told us that rapid market cut-through in highly competitive markets requires thought provoking, ‘owned’ content.
Combining this with our in-depth knowledge of the recruitment and HR industry, we developed a content-led strategy focused on creating original material addressing some of the hottest recruitment issues. This included an in-depth research-based study into the role of LinkedIn in the recruitment process; an advice report on how to develop an export business; a crowd-sourced cyber security report, through to an analysis of the pay differential between men and women, which included careers advice from 10 well-known, highly successful female corporate executives and entrepreneurs.
We also drew on our contacts in the interim market to create advice pieces which drew on their knowledge on topics such:
- How to build an export business
- How to drive change
We managed the development of all this collateral from start to finish and then launched the content to the media, across social channels and used it for onsite data-capture. We also developed an email marketing plan and process for the business, advised on web content, and developed case studies and testimonials to support the sales team.
