Blog

Getting to know...Graeme Einfelds Each month, we sit down with a talented member of the Henry Nicholas team to find out a little more about what they do and what makes them tick. This week it was Graeme Einfelds’ turn in the hot seat as we talked Cyber Security, playing the long game, and recruiting in London, the M4 corridor, and Swindon. Graeme is an experienced recruitment consultant with a passion for all things tech. He joined the Henry Nicholas team in March and specialises in placing Cyber Security and Cloud professionals. Hi Graeme! Thanks for taking the time out to speak with us. What does a typical day look like for you at Henry Nicholas? A large part of my role is building a strong candidate base. It’s about playing the long game to gain trust and credibility within both the sector and the locations that I cover. Candidates may not be in a position to move right now, but they might be in the future, and also in a position to make future critical hire decisions – and I want to be the one that they call. I also spend time speaking with current and potential clients about current threats, salary trends and the state of the market. What sort of roles do you recruit for? I’m always looking for Cyber Security and Cloud professionals across London, Swindon, and the M4 corridor. This includes anything from Penetration Testers up to Heads of Cyber Security and CTO levels. What do today’s candidates look for in an employer? I am seeing a lot of demand for roles at specialist consultancies. Simulated attack is the best form of defence in cyber tech, and this means being proactive, not reactive, to today’s data threats. There’s been an increase in candidates looking for opportunities that involve simulation exercises, Red Team events, and employers that can support them in attaining further certification. The Cyber Sec landscape is constantly shifting so they want exposure to the new tools and the cutting-edge technologies and methodologies that are hitting the market all of the time. I’m also seeing a real shift in salary and benefits expectations over the past year, as you can see in our recent Salary Guide. It’s definitely affecting the type of vacancies that top talent are applying for. How about employers? What are they looking for from candidates? Employers are interested in candidates who actively want to work with advancing tech. They are looking for experience in managing data breaches or preparing for them. People with a solid background in security, credible certification, and an ability to engage with clients and manage their security needs are the most sought after. You have been with Henry Nicholas for three months now. How would you sum up your experience so far? In one word, collaborative. You have everything you need to succeed here. It’s a fantastic environment and the management team are incredibly supportive. If you would like to chat with Graeme about a new Cyber Security or Cloud role in London, Swindon, or the M4 corridor get in touch at g.einfelds@henrynicholas.co.uk. Alternatively, you can say hello on LinkedIn and download the Salary Guide below:

Money, business and solidarity. You might think we’re talking about the latest series of the Peaky Blinders, and you wouldn’t be far wrong. The Northern Powerhouse is in one of its strongest positions yet, spelling a great 2020 ahead for businesses and candidates alike. The Northern pull But it’s not just Thomas Shelby and his brothers who are stealing candidates and pulling businesses away from London. According to a recent report from Totaljobs, the North is attracting attention in its own right, thanks to: The Northern pound As the famous saying goes, “it’s cheaper up North,” and that remains relevant today. £1 in London is now worth £1.17 in the North - giving you 17% more bang for your buck. To put this in perspective, Northerners are paying £0.59 less per day on coffee, £42.65 less per month on travel, and £6,240 less per year on rent. Growing businesses Northern England is home to 1 million businesses exporting £50 billion of goods across the world. Accordingly, it’s become a hotbed for investment, expansion, and jobs. At Henry Nicholas, we’ve seen an increase this year in marketing and PR jobs in cities including Manchester, York and Leeds. Northern soul There’s a different way of life up North, which is why its cities dominate the happiness index. Candidates and businesses are motivated by earning enough to be comfortable, and workloads that get people home on time. A stark difference from salary-motivated Londoners who work an average of 150 hours overtime per year. Local pride People and businesses are more proud of their region than the rest of the country, and this is reflected in overall employee happiness and business health. And it’s not going unnoticed. Relocations from London have tripled since 2010, leading to 75% of creative jobs now being outside of the capital. How you can get involved So how can you as a business or employee get involved in the attraction that is the North? Businesses If you’re a Northern business looking to benefit from the influx of marketing and PR talent relocating to the North, we can help to: Advice on local salaries and relocation support for your next vacancy; Benchmark your policies, including flexible working, against the rest of your industry; and Build a local (and national) buzz about your business among talented candidates. Candidates If you’re looking for a creative job that allows you to relocate up North, then you need to look in the right places. Sign up to local job boards, speak to a national creative recruitment agency and make it clear on your CV that you’re willing and eager to relocate. ​ If you’re looking to join the Northern powerhouse, then get in touch with one of our Northern consultants today.

Burger King VS McDonalds - Are you giving your competitors the McFeels? Now you may remember in a bizarre turn of events, Burger King asked its customers to go directly to the competition in its “A Day Without the Whopper” campaign. On 26 September 2019, McDonald’s celebrated McHappy day - a fundraising campaign in Argentina where $2 from every Big Mac sale was donated to the Children with Cancer charity. And Burger King showed its full support by stopping sales of its number one product for the whole day and, instead, asking customers to support its arch-nemesis. This powerful marketing move melted the hearts of the internet, and it certainly isn’t the first time that Burger King has used competitor marketing to grab attention. But how can supporting your competitors in this way be good for business? We looked into the benefits of Competitor Marketing and how supporting your competition can actually work in your favour. Industry support Firstly, without your competitors, there might be no industry at all. If the McDonald brothers hadn’t given consumers a taste for quick burgers, salty fries and hefty milkshakes, Burger King might not have been here at all. And today, when the nation’s attention is on healthy eats, it’s in the interests of both brands to keep fast food popular, desired and talked about. This campaign took the focus away from the negatives of fast food outlets and instead highlighted the positive actions of these brands. The greater good Secondly, as in this case, sometimes there are more important matters at hand than who wins the burger war. McDonald’s was fundraising for an important charity and Burger King’s support led to a record-breaking McHappy Day that saw 73,437 more Big Macs sold than the previous year. That equated to $146,874 more for a cause far more worthwhile than a day of burger sales. PR And finally, this was incredible PR for the King. The internet went crazy, and Burger King received a huge amount of attention and praise for a day that was really McDonald’s’. Not only was attention received, but Burger King emerged from this heartwarming campaign as a caring and selfless brand, distancing itself from McDonald’s “big corporate” image and subtly highlighting the fact that McDonald’s didn’t do the same for Burger King on their charity day. And, while not a single Whopper was sold in Argentina on 26 September 2019, we don’t think this campaign hurt Burger King’s overall sales. In the words of Sanil Jain, co-founder of CupShup: “Next time I see a whopper, I am gonna grab a bite.” If you're looking for your next marketing challenge, or you’re searching for a marketing expert to rival Burger King’s, Henry Nicholas can help. Get in touch at home@henrynicholas.co.uk or contact us on LinkedIn to find out more.

Influencer is a term that has changed the landscape of marketing. Described as an individual who has the power to affect the purchase decisions of others, influencer exploded from a barely known phrase to a full-on profession in just a few years. But has the influencer bubble burst? Negative press around influencer authenticity was dealt a heavy blow by the well-publicised Fyre Festival fiasco – a fraudulent ‘luxury’ music festival promoted by high-profile social media influencers. There is also an increasing audience awareness of paid promotion on platforms like instagram. 45% of social media users find sponsored post hashtags annoying, according to research conducted by UM for Campaign as part of the Post-Influencer Culture report. This negative press along with reluctance from some brands and agencies to engage with this form of outreach has created backlash when it comes to influencer marketing. With many seeing the market as saturated and untrustworthy. However, the numbers indicate that influencer marketing is far from over. Research from Viral Research and Neoreach found that the influencer market was worth $1.7 billion in 2016 growing to to $4.6 billion in 2018. The sector is predicted to grow to $6.5 billion this year. So, if the influencer marketplace continues to grow, how can brands tap into this valuable resource without being burned by recent negativity? Know your influencer Unfortunately, there are some stereotypes that follow the influencer community, with the image of the cash-strapped reality star being unfairly used as the typical face of the ‘lifestyle’. In fact, an influencer is simply someone who holds some level of influence over a group of people and these can run from global movie stars to niche hobbyists. Micro-influencers (those with followers under 10,000) are being increasingly targeted by marketers to provide access to small but highly-engaged groups of consumers. Find your community An influencer can have 10-million followers, but if they have little interest in your service or product then money spent on paid promotion could be put to better use elsewhere. It’s important that brands think really carefully about the communities they want to engage in and actively target those influencers with links in these areas. Grow trust There is increasing distrust, not only of sponsored social media but of the artificiality of social media in general. Consumers are less likely to trust those social media stars who are advertising a wide variety of products every week. 25% of those surveyed in the Campaign and UN survey referenced above said that content feeling ‘authentic or real’ was very important to them, and this figure rose to 40% amongst 18 to 25-year-olds. Brands must look to partner with those influencers who embody their values and can help them to build authentic and lasting relationships with their audience. Looking for the social media experts who can help to hone your influencer approach? Or your next marketing role? Talk to one of our marketing and PR consultants today.

In the future will all brands be a service? Branding has transformed over the last decade. It’s no longer enough to put a brand or product out into the world, slap on some colourful advertising and let it do its thing. Increasingly, brands have to become much more than a transaction or tool – they have to connect with their customers on a human level, becoming an integral part of their life and identity. In short, brands have to become a highly personalised service – an entity with real meaning and authenticity. Modern consumers have become increasingly savvy in the way they react to advertising. They are looking for an authentic connection in an often inauthentic world. We explore some of the ways brands are changing their approach to address this shifting audience, below. Personalisation Personalisation is a key step in becoming a brand with meaning. The rise of subscription-based services like Netflix and Spotify has revolutionised the consumer playing field, swapping traditional standalone products with hyper-customised service offerings. If an audience feels you know who they are and what they like, you have the foundation of meaningful connection. Although not every brand can shift to a subscription-based model, they can work harder to understand their customer’s needs and craft a curated experience. Google is an example of a brand that has integrated its services into every layer of its customer’s lives. Data The collection and application of data is at the heart of these changing customer relationships, and those who are not using data to focus their branding approach run the risk of being left behind. Marketers must look beyond data as a tool to fuel personalised advertising. They must understand the customer experience and service – leveraging data responsibly to personalise each step of the brand journey. Authenticity It seems that brands who are ‘keeping it real’ are ahead of the pack when it comes to the future of branding. Seth Godin, Squidoo founder and marketing thought leader, says, “marketing is no longer about the stuff that you make, but about the stories you tell”. This mindset is rapidly taking hold as consumers shift towards brands that resonate with their deeper values. We are seeing brands like Dove, shift away from a glossy, airbrushed image of beauty to something more authentic by using ‘real women’ as models throughout their advertising. Whatever your business, branding is at the centre of your strategic approach. Perhaps it’s time to ask yourself, what are you doing to become a brand with meaning? Looking for the social media experts who can help you to build brand authenticity? Or your next marketing role? Talk to one of our marketing and PR consultants today.

It’s easy to assume that, as businesses, we are safe from phishing attacks. After all, the fraudsters are targeting individuals – a tech-illiterate older generation who can’t spot the signs of fraud – right? This simply isn’t true. A report from CyberSec found that 43% of the UK SMEs they surveyed had suffered from a phishing attack. With 66% of those attacks being successful. Phishing today is an incredibly sophisticated industry and businesses around the world are at risk. So, how do you make sure you stay protected? Here are some of the ways you can spot a phishing attack and successfully prevent your business from suffering a breach. Look carefully at spelling and domain names Many (but not all) phishing emails contain errors, spelling mistakes, and poor English. They may also come from a personal rather than a business domain, so 'hotmail.com and 'gmail.com' ddresses rather than a website address. It may seem like something that you would pick up on automatically but when you and your team are busy, it’s easy not to take a moment to consider the emails that hit your inbox. Make sure your people are aware of the common signs of a phishing email and know how to report them. Don’t click on unverified links Often scammers will include a link in an email with the destination disguised through a button. These are often a gateway to malware, like viruses or spyware. By hovering over a suspicious link with the mouse, your team can identify its source. And questionable links should always be referred to the IT team for further investigation. One click is all it takes to undermine the financial and data security of your business, Think twice when considering urgent requests The most persuasive scammers will add a sense of urgency to their requests. They may even claim to be from an IT helpdesk and say that they require information or access to your files to prevent a scam or virus. If someone you don’t know is asking you to do something with an extreme sense of urgency, always take some time to consider why. And never provide access to data or sensitive information you don’t feel comfortable with. Make sure you have the right security tools and training in place One of the best defences in the fight against phishing is awareness. Taking the time to train staff and ensuring they understand internal security procedures and best practice is an investment in the security of your company. This should be supported by expert tools and digital walls of defence. Spam filters, website filters, anti-virus software, they can all add an extra layer of security. However, it is important that you pick defence tools that support your unique business structure and goals – listen to external and internal expertise to ensure you have adequate protection. Phishing strategies are evolving constantly and so must your approach to this very real security threat. By staying up to date with the latest scams, strategies, and defence tools you can help your company to stay one step ahead of this destructive industry. Looking for a cyber security specialist to help protect your business? We can help. Get in touch to learn more about our cyber security and technology candidates.

The best candidate screening processes not only identify the people with the right skills for the role but those who share your company culture and values. Candidate screening can be intensive and time-consuming, so it’s important to harness the right processes to find the very best candidates for the role. The most effective screening processes seek out informed candidates – these are the people who know more about your company, ask smarter questions, and are a better long-term fit for your organisation. But when you are faced with a pile of applications and limited time, it can feel tough to implement a smart screening process. Use these tips to identify the people who are the right fit for your business. Learn to Recognise Informed Applications Not all application forms are completed equally. Learning to recognise the signs of an informed applicant can help you to successfully identify potential hires at the very earliest stages of the search process. Informed candidates tailor their CV to match the skills required in the job description. They include a personalised cover letter that reflects on why they would be a good fit for the organisation, often with mention to values and mission. They may also identify a willingness to grow and improve their skills or come recommended through a high-value recruitment channel. Beware copy and paste CVs and application forms that are completed with minimal effort or specificity. Ask the Right Questions You are likely to have limited time with a candidate before you move to a face to face interview. Whether you have a short video or telephone call to screen a potential hire, it’s important that you make the most of it. These are the key areas you should focus on after identifying a potential new team member. Do They Understand the Role? The most switched-on candidates have done their research. They have a good grasp of the role and the skills they need to succeed. They can identify skills they may not have and outline their plans to improve. Are They Aligned with Your Mission? Informed candidates have done their research before they fill in their application form. Can candidates outline your values and mission and describe how their skills align to it? Will They Be a Great Fit for Your Culture? Questions about work style and career aspirations can help you get a good understanding of a candidate’s cultural comfort zone and identify those who are likely to be a match over the long-term. Where Do They Go From Here? Informed candidates are thinking beyond the right now. They should have a working knowledge of the market and be aware of the likely challenges that your organisation may face. What Questions Do They Ask You? You can tell a lot about a candidate from the questions they ask. Do they ask specific questions about the role and the organisation? Are they interested in the company’s social presence and recent product developments? A genuine interest is the mark of an informed candidate. The right screening process can transform the way you connect with candidates and help you to make better and more successful hires. Looking to discover informed candidates and expand your team? Speak to Henry Nicholas today.

The Creative Industries Federation values the creative contribution to the British economy at £101.5bn. The sector now employs more than 2 million people and is the fastest growing industry in the UK. Encompassing a wide range of specialisms, from marketing and PR to web design and television, the creative sector is expanding twice as fast as other industries according to data from Nesta and the Creative Industries Council. The South East is a vital part of this success story, home to 18% of all creative jobs in the country and second only in size to London at 29%. The ancient city of Oxford and the surrounding county of Oxfordshire are two of the biggest creative employers in the South East, acting as the base for 3000 digital and creative businesses who contribute over £1.4bn to the local economy. At Henry Nicholas, we are seeing a high demand for marketing and PR agency roles at all levels across Oxfordshire. Creative and communications professionals are seeking challenging roles with high-performing agencies, looking for the opportunity to grow their careers outside of the capital. Berkshire is another rising star in the UK’s creative and digital boom. Towns like Reading and Newbury are seeing an influx of digital organisations. This is, in turn, driving a rise in specialist creative and PR roles to support a thriving tech industry. Reading was recently named the third-largest digital ‘city’ in the UK after London and Manchester in the UK 2019 Digital Technology Census. B2B agency professionals are sought after as tech businesses search for creative support to grow their brand presence. The creative economy shows no sign of slowing and the South East looks set to play a key part in this growth industry. Contact Andy Midgley, Senior Consultant, to discover your next agency role or to discuss expanding your creative team.

HN Consultant, Andy Midgley, shares advice for those who are looking to build a career in Public Relations. PR is an incredibly exciting and diverse field to be a part of. One minute you could be shouting about a new technology and the next advising a client on how to craft a perfectly-honed social media message. But becoming a communications guru is tough. It’s a popular industry and getting that all-important first foot on the ladder can be difficult, particularly if you haven’t been able to get any previous experience in the field. If you’re set on becoming a PR superstar, explore the advice below and discover how you can brush up on your skills and improve your chances of success. Polish Your Communication Skills It sounds obvious but succeeding in PR is all about being a brilliant communicator. With that in mind, your writing skills need to be strong if you want to stand out from the crowd. Some of my clients tell me that they would rather see a candidate with an English or journalism degree over a specific PR degree. It’s vital you can demonstrate that you have a flair for the written word. Get Qualified A degree in a relevant field like English is going to help you to get your foot in the door. It’s also useful to explore the professional qualifications on offer from the CIPR (Chartered Institute of Public Relations). An industry qualification can help to demonstrate your commitment to the field. Be Socially Switched On PR has evolved enormously in the last few years and the pace of change shows no signs of slowing. One of the best ways to understand the way this world works is to immerse yourself in it. Consume as much digital media as you can and be conscious of the way this information is being shaped to target you and the wider online audience. Understanding the digital landscape is key for anyone who wants to make their mark in PR. Build Your Own Brand There is no greater shop window for your PR skills than you. Make sure your social media and online presence is clean, cohesive, and projects the type of image that you would like to create for your ideal client. Prospective employers will consider this stuff, so you should too. Get Experience PR is one of those industries where experience is key and that can make it hard to get your very first opportunity. Work experience and internships can make all the difference when it comes to applying for your first role, so make sure you approach as many agencies as possible to get even a small amount of exposure on your CV. If you're looking for your first steps (or next steps) in PR then contact Andy on LinkedIn or drop him a line via email.

Every month, we take time out to get to know one of our superstar recruiters a little better. This time, we sat down for a catch up with Andrew Midgley to find out more about his Henry Nicholas experience, and discover what marketing and PR candidates and clients are looking for today. Andy is a senior consultant placing marketing and PR candidates with agencies across the south of England. He is also the exclusive recruiter for a Bristol-based charity. He has been part of the HN team for 7 years. Hi Andy. Thanks for chatting with us today. Can you start by telling us about your role? I’m a Senior Recruitment Consultant, mainly working across Wiltshire, Berkshire, and Oxfordshire with marketing and PR agencies. I also work with a science-related charity here in Bristol. My role mainly consists of managing client and candidate relationships, advertising roles, and maintaining and building my network. I have been doing this for nearly eight years, so I know a lot of people in the industry! What are some of the common roles you recruit for? A key focus of mine is placing client services roles for agencies, so that could be, Senior Account Directors, Account Directors, Account Managers, and Account Executives. Then there are the roles on the creative and technical side, including, Digital Project Managers, Designers, Developers, people like that. A lot of my clients are working with big tech companies, so it can be focused on candidates with experience in that niche. Can you tell us about your career journey so far? Well, I went to Bristol Uni and did a drama degree. I originally wanted to be an actor, and then went on to do a cameraman internship at Granada studios – I’m originally from up north. That didn’t work out, so I decided to head back to Bristol and sort of fell into recruiting. My first role in recruiting was working in a huge firm and it had a very intense atmosphere that wasn’t really my thing. I knew Tony Allen, he was a good friend from uni, and I asked him if I could come and work at Henry Nicholas. He thought it would be weird to be my manager! When a position opened up in another part of the business, it was perfect timing. I haven’t looked back! What are candidates looking for in a role at the moment? It’s more and more about company environment for candidates, they want flexibility and the opportunity to work remotely. In my industry, people are also often interested in working for an established company, so a lot of it comes down to client reputation as well as the type of brands they work with. I do a lot of work with agencies in B2B tech marketing and although it’s not everybody’s thing, some candidates love it. One factor for junior candidates is finding a role where they can get a wide experience across a number of areas. It is quite easy to get pigeonholed at an early stage if you’re not careful. What about clients? What do they want from candidates? Most of my clients want someone with agency experience, they are also looking for relevant sector and campaign experience. Many of my clients are integrated, this means they wouldn’t be happy with just a social media specialist or someone who can just do video production – they want generalists who have experience delivering first-class campaigns across the full marketing mix. What do you love about working for Henry Nicholas? I really like the atmosphere. I love that everyone gets on and that, even though we are all quite different, we all have areas of interests that overlap. I like that we are a close group and tend to go out for a drink on a Friday night! What do you get up to in your downtime? At the moment, DIY. My girlfriend and I just bought a house, so most of my time is spent on that right now. Aside from that, I love football, and I support Leeds United in a big way. I also like socialising and going to gigs; I should probably get some proper hobbies! Thanks for speaking with us Andy! Looking for your next marketing or PR challenge? Or ready to find the talented candidates you need to grow your agency team? Drop Andy a line. You can connect with him on LinkedIn or by email at a.midgley@henrynicholas.co.uk.