Amybeth Hale – Research Goddess

What’s The Difference Between PR, Marketing, and Advertising, and Why Recruiters Should Care
October 27, 2009, 7:00 am
Filed under: Networking/Social Media, Public Relations, Recruiting

These days, everything is a mashup – our gadgets and gizmos aren’t worth purchasing unless they perform a million different functions. So no big surprise that our jobs are becoming mashups as well, and I think that as recruiting professionals, our roles within our companies are about as complex as they get. I wrote a post earlier this year discussing the various roles that recruiters play in our daily duties. There are certain aspects of this job however that are becoming more and more important, but I don’t think a lot of recruiting professionals really understand the impact and the value of these components of our jobs.

Our jobs are all about building relationships. Such is the case with marketers, advertisers, and PR professionals. Our desired end result of building the relationship is really what separates us. Here are some very simple definitions:

  • Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
  • Advertising is a paid communication in which the message is controlled by the sponsor, and is designed to gain attention and motivate action.
  • Public Relations is planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public by telling an organization’s story to its public.

Subtle differences between the three, but the basic premise with all of these functions is to establish a line of communication between two or more entities.

Recruiting professionals would do themselves a favor to understand some of the job responsibilities that come with being in marketing, advertising, and public relations. For example: there is much more to candidate advertising (aka job posting) than simply plopping a boring job description into a post template and slapping it up on some job board. There is more to recruitment marketing than bulk emailing a spammy message with an e-newsletter attachment to your entire prospective client database in the hopes of gaining one or two additional job orders. And there is certainly more to creating good PR for your company than simply having a Twitter account or a Facebook fan page.

What I would like to do with this post is invite professionals who perform these unique functions to leave a piece of advice for recruiters to incorporate into their job function. Yes, I did work at a PR agency for a little bit, but that doesn’t make me a good source for PR strategy by any stretch of the imagination. I learned a lot while I was there, and I use that knowledge in my daily function now with AT&T, but I’m looking forward to hearing from the marketers, the advertisers, and the PR pros who are out there in the trenches on a daily basis. How do we, as recruiting professionals, utilize the strategies you exercise daily in our own efforts in finding, attracting, and hiring talent for our companies?

When leaving a comment, please let us know what job function you perform, and the industry in which you work. I look forward to an interactive discussion!


UGA Guest Lecture: How To Write A Good Resume
April 14, 2009, 8:00 am
Filed under: Career Advice, Networking/Social Media, Public Relations, Recruiting

Last month I was invited to do a guest lecture for Dr. Kaye Sweetser‘s PR Writing class at the University of Georgia. Dr. Sweetser, better known on Twitter as @kaye, and I became acquainted because of our common interests in PR and the Florida Gators. (we are both alums!) She asked me if I’d be interested in doing a virtual guest lecture on writing a good resume, utilizing Skype, and I jumped at the opportunity. The students were engaging and they spent some time following the presentation asking great questions about online presence, resume writing, and PR in general. Here are some of the highlights that Dr. Sweetser pulled together.


The Importance of Networking
March 3, 2009, 8:00 am
Filed under: Networking/Social Media, Public Relations, Recruiting

Last Wednesday, I had the pleasure of being invited to speak to members of the Cincinnati PRSA at a happy hour held at BlackFinn. The subject of my presentation was the importance of networking in these tough economic times. I believe very strongly that spending time building up and cultivating your network is more important today than it ever has been before. Here’s why:

  1. In this economy, you can’t be too connected! And my belief is being connected starts at work. By being connected at work, you tap into resources within your own walls. in a recent article written by Matthew Hodgson on the ROI of being social at work, an MIT study showed that 40% of creative teams productivity is directly explained by the amount of communication they have with others to discover, gather, and internalise information. Breaking down these work silos will help you begin to build your network.
  2. Even if you’re happy where you’re at currently, things can always change. Let’s face it – no one is safe from the turmoil the current economic climate has caused. And the moment you think you’re safe, you’re toast. I recently did some research on mid-size to large PR agencies’ layoffs and found that a large majority have laid off anywhere between 2% and 10% of their worldwide workforce in the last 6 months. Many of you I’m sure have been affected by these, and even the best employees are not immune from these cutbacks. Something to consider here is that a lot of opportunities are never advertised – you can only find out about them through being connected with people. That’s why it is important to look beyond the job boards and be in constant communication with your network.
  3. It’s not what you know, it’s who you know. There’s a famous story of a team of scholars that tried trying to prove Henry Ford was ignorant and requested a meeting with him to test his knowledge. Every question asked was highly technical, and each time, Ford didn’t answer the question; instead, he called the relevant expert in his company to come and answer the question for him. After a few questions one of the scholars told Ford that his inability to answer proved his ignorance. His response was simple; he believed it was not his role to know all these things, it was his role to surround himself with intelligent people that all complemented each other – thus, Ford understood the idea that a network is collectively more intelligent than any one individual person.
  4. You never know who you’re going to meet. I live my life with focus – I always have my antenna up because you really don’t know who is going to cross your path next. Please read this story about a trip I made to San Francisco two Octobers ago – a perfect example of this!
  5. There is something new to learn from each new encounter. No matter who you meet, there is always something you can learn. ALWAYS. Whether it’s how to do something, or how not to do it, there is a learning opportunity in each encounter.

A couple of things to remember while you’re building your network:

  1. Build up your relationships, not your number of connections. We had a challenge before the presentation to see who could do the most networking, but the twist was that the winners needed to tell something they learned about one of the people they received a business card from that was not on the card. While building up the numbers in your network is important, getting to know those in your network is more important.
  2. Combine online and offline networking. We have many opportunities today to meet people through social networks that we may not have otherwise known about. Taking these online relationships offline by attending MeetUps, Tweetups, networking events, and so-forth only helps to solidify those relationships. 
  3. Give without expecting in return. A good rule of thumb to remember: give three things before asking for one in return. By giving more to your network to begin with, your network will be eager to help when you have a need.
  4. Reach out, but don’t stalk. Especially when interviewing, do research on the people you’ll be interviewing with before you go to your interview, but it’s probably best to wait to make the connection until after the interview. Otherwise, it’s like sending a thank-you note before having the conversation. There are of course exceptions to this, but as a general rule, don’t be too creepy. Not everyone is as into online networking as we might be!
  5. Start networking before it becomes necessary. Fix your roof before it rains. Refer back to #2 of the reasons why – you just never know.
I have a great personal follow-up story for this presentation, to be shared in the next couple of weeks. I am most appreciative of the Cincinnati PRSA for inviting me to speak – about 30 people showed for this networking happy hour and I think everyone got a little something from it. Thanks for the opportunity and I hope to be able to do it again soon!

Central Ohio PRSA and Brian Solis
February 24, 2009, 1:16 am
Filed under: Networking/Social Media, Public Relations

#SolisOHThis past Thursday, I was able to join the Central OH PRSA for a luncheon with special guest speaker Brian Solis. For those who don’t know who Brian is, check out his blogs at PR 2.0 as well as Brian discussed the role that social media is currently playing and will continue to play in the future of public relations. Some take-away points I got from Brian’s talk:

  • “Experience” in social media for PR is not merely owning a Twitter account or a Facebook fan page; it’s taking the influence you develop from these media and relating it to your employer, clients, etc.
  • You are the brand you represent. 
  • Influence is taking the ability you have to inspire action and being able to measure it.
  • Don’t fall prey to “bandwagon marketing” – you don’t have to be everywhere, just where your target audience is.
  • Believability and trustworthiness are what govern social media.

I’m thankful I was able to attend this luncheon and meet Brian. In taking my own advice, I made sure to introduce myself to Brian following his presentation and we talked briefly about his @micropr and new @microjobs projects. (stay tuned this week for a post on these!) I handed him one of my cards and he looked at it and said “Oh I know who you are!” – referring to my @researchgoddess Twitter name – which made me smile. It was a real pleasure to have met Brian and I hope he heads back this way again soon.

CentralOHPRSAFollowing the luncheon I was able to grab a few quick moments with some PR students who also attended the luncheon. Students from Ohio University, Ohio Dominican University, and Ohio Northern University came to the luncheon – some made about a 2 hour drive to attend. I always enjoy talking with students who understand the importance of taking advantage of opportunities like this and make the effort to attend the events. I saw them being proactive about introducing themselves to some of the other PR professionals in the room – good networking.

Thank you to the Central OH PRSA for putting on this luncheon! I look forward to attending future events. This coming Wednesday will be my own very first opportunity to serve my local chapter, the Cincinnati PRSA, at our networking happy hour at BlackFinn. I’ve been asked to speak about the importance of networking in this economy. If you’re in Cincinnati on Wednesday, I hope you will come by!

The “Chief Networking Officer” Function Is Real
January 27, 2009, 11:00 pm
Filed under: Networking/Social Media, Public Relations, Recruiting, Technology, Thoughts

Back in March of 2007, I wrote a post discussing the emergence of a new job function within companies – the Chief Networking Officer. I predicted that in the next 2-5 years there would be a drastically increased need to find individuals who specialize in the development and management of the social capital of a company. While the precise duties of such a position differ a little from where I believed they’d be, I don’t think there is any argument that since March of ’07 (nearly 2 years ago), there has been a humongous increase in the need for companies to hire someone to keep an eye on their digital presence. I think this is the first time I’ve engaged in business trend predictions and actually been right! Woo hoo…

While “Chief Networking Officer” isn’t typically the title of choice for what this function does, the basic concept of the function is seen in titles such as:

Some people believed that this function should belong to HR or Marketing. Some people who left comments on the original post even believed that some form of a CNO was a silly idea. But many companies are now creating separate divisions specifically designed to monitor their online presence and engage in their clients and customers digitally (i.e. – managing relationships).

My belief is that people in these positions are combining the roles of recruiting, marketing, PR, web development, and business development.

  • Recruiting: your online presence is a beacon to community members, customers, and visitors and representative of your company culture. These days, a company’s online presence is the first place a person learns about the company. Recruiting has traditionally been on the frontline for corporate representation, and many employees’ first contact with a company was from a recruiter. The person in charge of your online presence needs to know how to leverage that to draw the attention of people that would fit well into your organization.
  • Marketing: anyone who took Marketing 101 in college knows the Four P’s of marketing: product, price, place (distribution), and promotion. The person in charge of your company’s online presence needs to know how to execute each of these in order to provide a positive online user experience, which leads to…
  • PR: many people say that if you don’t manage your online presence, someone else will do it for you and probably not so nicely. Companies that don’t engage in good PR digitally are taking the risk that someone else is going to do it. It’s important for the person in charge of your digital strategy to understand how to manage the flow of information between your organization and its public.
  • Web Development: let’s face it, if you have an antiquated website, it’s a big detriment to your company’s image as a forward thinking organization. Your digital strategist needs to know at least the very basics on how to optimize your websites with SEO strategy and up-to-date design so that visitors enjoy their time using your applications, visiting your communities, and browsing your sites.
  • Business Development: driving new business is important when you’re talking about online strategy. Continually bringing new traffic to a site and showing potential customers what you’re capable of are important functions of a digital strategist’s role. Without new business, there’s really no purpose of having an online presence. (translation: if no one is visiting, why bother?)

Having read through these bullets, do you know people who possess these skills? I will tell you now – the folks out there who get this, and who execute these skills for their companies successfully, are few and far between. If this is you – you are a highly valuable asset to your company. Keep up the good work!

In closing I’d like to pose a question: from this point, where do you think a job function like this will be in the next 5-10 years? Leave a comment below and share your thoughts on the matter!

3 Top Tips for PR Hopefuls
January 14, 2009, 11:00 am
Filed under: Career Advice, Public Relations, Recruiting

A colleague of mine in the PR world, Ben Matthews, recently wrote a post on his blog, Pudding Relations, listing out 3 top tips for those looking into a career in Public Relations. This meme was passed on to him by Adam Lewis over at Flawless Buzz. I will pass this along as I know lots of you out there are getting ready to graduate from your respective programs in college and want to know some of the in’s and out’s of life in PR.

Keep in mind, of course, that I work in a support capacity at Waggener Edstrom – I am not a PR account person, but I do touch account people daily because I work on the staffing team. I’ve learned over the last 15 or so months of being here some of what it takes to be successful in an account role in Public Relations. I’ve come to discover that there are a lot of similarities between what I do daily and what PR folks do daily, and this is probably why I’m having so much fun these days!

Back to Ben’s request: the meme has three questions to it, with the aim of helping people looking to get into PR:

  1. What is the one piece of advice you would give to someone entering the world of PR?
  2. The favorite part of your job?
  3. Why did you decide to go into PR?

Let me preface all of my responses with a simple explanation of what my role is at Waggener Edstrom. As I mentioned above, I do not work on the account side of things in the PR world. I am a Sourcing Strategist, and for those of you who follow me on Twitter, or have read my LinkedIn profile, the easiest way I can describe what I do is that I am a professional match-maker. I develop online profiles of individuals who might be a fit for our job openings at Waggener, and if they’re a fit I make connections for the recruiters with whom I work. I piece together bits of information I find scattered across the Internet to form a “person” – I find these info bites from your social networks, blogs, company websites, press releases, etc. I’ve been jokingly called a stalker before, but that’s totally not what I do – don’t worry, I never use my information for evil. 🙂 I prefer to be referred to as the Magnum P.I. of the Internet. So, even though I don’t operate in an account capacity, I am mingling with PR account folks on a daily basis. Hope that puts some perspective on my responses to this meme.

  1. What is one piece of advice you would give to someone entering the world of PR? If I only had one piece of advice to offer someone who was just entering into the world of PR it would be this: respect wisdom and experience. When I first started at Waggener, I began asking my peers who in the company had been there for awhile, and who the best people in the industry were. I then set about to try to introduce myself to as many of my new coworkers as possible (which proved a difficult task at times, as I work remotely). I used LinkedIn and Facebook to accomplish this and was able to make connections with over 100 of my colleagues within the first month of my employment. In addition, Waggener has a formal Mentor/Mentee program set up, so I signed up for that within the first couple of months and got hooked up with one of our VPs who has been a tremendous source of knowledge for me. I also took a pulse-check of my networks to see where I should be looking for outside knowledge. I used LinkedIn Answers to pose a question to my network on what blogs and industry publications I should be reading, and with whom I should be connected. This helped me build a reading base which I set up in RSS and try to read on a daily basis to keep up. One of the most unfortunate things I see a lot of new young professionals doing today is thinking that they learned everything they need to know in college. College helps you build a good knowledge base, but I think every working professional would agree that the School of Life is where you learn the must useful stuff. Gleaning real-world wisdom from those who’ve walked the paths before you is the best way for you to get settled into PR when you first enter into it.
  2. What is your favorite part of your job? This is hands-down the people and the communication. I have enjoyed working in the communication field so much for the past year and a half. I’ve been a researcher for nearly 7 years now, and I find that doing research in the PR world has allowed me to combine two things that I love – technology and communication. People who know me know that I can quite often be a terrible over-communicator. It must be the combination of working alone from home, and working behind 2 computer screens on a daily basis. I absolutely l-o-o-o-o-o-ve the fact that I get to “play” with Twitter, LinkedIn, and Facebook every day to communicate with people. What’s more, I get to communicate great opportunities to people, and in these tough economic times, my outreach is usually music to people’s ears (eyes?).  The fact that there’s a potential that I could improve upon someone’s work situation with each outreach makes me feel like I’m doing something worthwhile. Now, my situation obviously is different, but for those who love the technology/communication combo, PR is a fantastic field to be in.
  3. Why did you decide to go into PR? Well, this is where my answer is probably not going to line up with an account person’s. I actually accidentally stumbled into PR, just as I had accidentally stumbled into internet research (which is a good story all its own). The story of how networking got me my job at Waggener is actually quite interesting and weaves a neat web of people – it’s posted on my friend Jim Stroud’s website here. Long story short though, my decision to join Waggener, and the world of PR, was because the opportunity to work with an innovative and highly respected company in a brand new field was intriguing and exciting. I was not feeling challenged in the right ways in my then-current situation and needed something more. Waggener has certainly provided that for me – I have been learning not only public relations, but social media strategy, client interaction, and corporate culture as well as staying connected within my recruiting and research community. It is overwhelming at times, but I’ve often said that if you’re not green and growing, you’re red and rotting.

Now, in keeping this meme alive, I am going to tag three additional people to spread the love: one PR student, one PR Young Gun, and one PR veteran:

It’s a Digital job, but somebody’s got to do it!
January 12, 2009, 2:52 pm
Filed under: Networking/Social Media, Public Relations, Recruiting | Tags:

Waggener Edstrom Studio DThe world’s gone cuckoo for social media and all things digital and online! Seems like the newest, coolest job to have is “Social Media Strategist”. Some people say that this is a fad (check David Evans’ comment), whereas others say it’s here to stay.

Waggener Edstrom is of the team that believes it’s here to stay, and because of that, we are hiring a VP for Digital Strategies. I personally think this would be one of the neatest jobs to have, because basically you’re providing social media strategy consulting to lots of different companies. If you’ve got at least 10 years of experience in a combination of public relations, social media strategy, SEO/SEM, web design, digital storytelling, and marketing/advertising, then this is the position for you!

Here’s what we’re looking for:

  • Someone who is well-known and respected in the realm of online media – a person who, going into a client meeting, would be recognized for their contributions to the social media community.
  • Someone who doesn’t just talk the talk, they also walk the walk – a person who can not only philosophize about social media strategy, but who has also successfully executed these strategies.
  • Someone with an entrepreneurial and consultative approach – a person who can bring to the table new business as well as sell and close, in addition to being able to provide fresh, creative new ideas to clients.
  • Someone with an interest in the Pacific NW – this position will sit in Seattle. We are willing to relocate you, if that is your situation.

If this intrigues you, please email me for more info, and make sure to check out our Careers with Waggener Edstrom Facebook page and become a fan!