Category: Community

How to do Influencer Marketing on Twitter (in 5 simple steps)

You may not have the most influential Twitter account for your particular area of expertise.  But scores of people are just clicks away that you can leverage to help boost your brand and your message.  All you need to do is find them and ask.  Here are five steps to do just that.

Step One.

Start by going to and clicking on the Influencers section.  Search for the topic or areas of expertise that are most relevant.

Here you can see a list of Influencers in the “recruitment marketing” arena

Step Two.

Go to and sign in.  You will be presented with people who are influencers in your space.  Then search for the Expert Tags related to topics that are relevant to you.

On the right you can see the influencers in Recruitment and Staffing as well as their Klout Score

Note that whilst in Buzzsumo you can search for any key words, on Klout you search for tag terms.  For example I can search for “recruitment marketing” on Buzzsumo but on Klout I will have to look for the tags “Human Resources” and for “Recruitment and Staffing”.

For more information on using your Klout score check out this blog on social media audits.

Step Three.

Build a list (either public or private) of these infleuncers on Twitter.  This will make it easy to keep tabs on them, the content they share and the conversations they have.  Start reTweeting and interacting with these influencers.  Hopefully they will recognise you when it comes to contacting them.

Step Four.

Pick a piece of content you would like these inlfuencers to share.  Reach out to each influencer directly and personally.  Whilst contacting them via Twitter is easiest, I would recommend taking more time to craft a compelling message and contact them via LinkedIn, via email (if you can) or via their website / blog.  Below gives you direction for wording that message.

Hi X,

Like you I am really passionate about XYZ area of expertise.  In fact I’ve written a couple of articles on the topic.  I’d love you to take a look if you get the chance.
Here is a link to the piece that I think is most likely to be of interest to you.  I’d love to hear your feedback on it.  LINK.
If you like it I would be really grateful if you could share it.  That would make my day!

All the best,

P.s. Let me know if there is every anything I can do for you.

Step Five.

Set up a search for your website domain (or the content you’ve shared) in a tool like Hootsuite or regularly check back on Twitter using a saved search.  Be sure to thank everyone who shares your posts and articles.

Interact with those Twitter members who have taken an interest by reTweeting or responding to influencer posts of your content.  They should be more responsive.

Get Advanced.

Once you are accustomed to interacting with influencers you may wish to track the outcomes they drive.  One simple way is to share links.  You can see how many times those links have been clicked.  If the influencer is used to receiving requests to share content they may also be familiar with these types of tracking tools.  With, when using their logged-in free version, you are able to customise each bit link (such as

If you use Google Analytics try UTM tracking to get a more comprehensive view of what visitors are doing when they are on your site (use a UTM builder to make this easier).  See below for an example.

Here you can see:

  • what the source of the campaign is: source=twitter
  • that it is a social media campaign: medium=social
  • and that you are focusing on tracking influencers: campaign=influencers
  • you can even specify which influencer you shared the link with: content=John%20Doe%20twitter

If you want to learn more about building UTM tracking into your campaigns check out this by Kissmetrics.

Good luck on your influencer marketing efforts!

Why no one likes recruiters (…yet)

Although recruiters help millions of people to get jobs world wide they still have a negative brand. There are many reasons to dislike recruiters.  Interviewing with several as a recent graduate gave me some insight into why the industry has the reputation it does.

My first group interview was with about eighty other recent grads in a conference centre in London.  Out of the eighty, about sixty were guys.  Of those sixty, fifty-nine wore suits and ties.  One chap sitting in the second row was the odd one out.  Forgot your tie for a recruitment interview?  Big mistake.  Between 0800 and the 1230 lunch break the main interviewer, an overweight middle aged man with a sweaty face and pinkie ring, a sergeant major / banker type, bullied him incessantly.  Needless to say that at 1300, once back in interview-mode, Mr. Sans Tie was nowhere to be seen.  The interviewer couldn’t have been happier with himself!  “Survival of the fittest” he said.  Obviously he didn’t have what it took to be a recruiter.

After lunch we watched video clips from Boiler Room, Wall Street, Saving Private Ryan and Braveheart framed as “motivational” in preparation for the group activities that we would undertake shortly.

The activity part descended into all sorts of absurd.  The interviewers and supervisors took notes of the people shouting the loudest.  This was a good thing apparently.  Heads nodded as the room got louder and louder, although not a single activity was completed properly.

For the final hurdle, at 1730 we presented and pitched ourselves to a panel of interviewers.  By this time I knew the job wasn’t for me and my heart wasn’t in it.

But much to my own amazement this wasn’t the last time I would interview for a recruitment job.  At another group interview we were asked what interested us about going into recruitment.

One girl piped up, “I’d like to help people get a job.”
Silence…  And then a roar of laughter.
“Hey Marisa get a load of this – she wants to get into recruitment to help people get a job!  Ha!  If you want to help people get jobs you want to apply to the Job Centre.  Recruitment is about making money.”

Once in recruitment I loved it.  I still do.  Even though I don’t recruit today I’ve remained dedicated to the industry.

What kept me keen through the raft of poor interviews was the fact that I had been offered a job by a guy who, in my mind, sums up what recruitment should be.  He took a chance on a guy fresh out of university, treated him with respect, gave him advice and helped him to get on the career ladder.  He was diligent, cared about my prospects and managed my expectations.

I was lucky enough to have this guy as my boss in recruitment.  He taught me so much that I continue to use daily.  The job was about being tenacious, respectful, smart, having integrity, working hard and having fun.  His recommendation to always manage expectations has stuck with me.  The experience of being a recruiter – for me at least – was nowhere near as horrific as those interviews.  To this day I am thankful to have met Chris Birley so early on in my career.

Maybe I fell into the right crowd, or maybe I was part of the new generation of recruiters who were moving away from the wannabe bankers of the ‘90s.  It would seem I had just missed the era of tie-cutting (if you wore an ugly or flashy tie in one well known agency it was cut off) and the pocket tearing (another agency was well famed for ripping pockets from shirts because they looked cheap).

Tie cutting

For me, being in the recruitment industry, these tales of the “old days” make me laugh.  Those horrible interviews were just something that I went through – kissing the proverbial frog – before I found where I really wanted to do and where I wanted to do it.  We joke about what recruitment was like and we can laugh guilt-free because for the most part it isn’t like that anymore.  And for the record I have meet with thousands of recruiters across the UK and Europe and very rarely do I see a throwback to the naughty ‘90s.  Today the boiler-room offices, drill sergeants, tie-cutters are a thing of yesteryear.

The problem today is that the damage was already done.  We have put a lot of people off recruitment.

If I was one of eighty people interviewing with that one agency every two weeks, then they probably saw 2,080 people in a year.  I would assume they would probably only go to hire five to ten of those people per session.  Of those hires 60% of those would leave in the first year.  So they would hire 208 and keep 83 after the first year.  2,000 people would have gone through that experience to be rejected, fired or quit.  Alarm bells start to sound.

The interviewees were selected because they were graduates with average to good grades and certain characteristics which meant they would likely go into a professional working environment.

What are those 2,000 people doing today?  What is their view of recruitment agencies? What did they take away from that episode?  Scale this out – how many other recruitment agencies were there doing the same thing, giving that same message, creating this same image in all of those peoples’ minds?

Today recruiters complain that their clients don’t treat them like partners.  What a surprise.  They don’t like you!  Not liking someone means that the last thing you want to do is give them your hard earned cash.

So many recruiters tell me that their unique selling proposition to new clients is that they are different.  Different from all the rest of the recruiters.  All the other agencies that people dislike.

When they explain how they are different it tends to go along the lines of “we listen to our clients’ needs”, “we are diligent”, “we are tenacious”, “we are respectful”, “we work smart”, “we have integrity”, “we work hard and are fun”.  Shouldn’t that be a given?  That is the stuff I learnt in my first job out of university.  Why are we selling on that?  I guess because the expectation is that it won’t happen.

The recruitment industry has a brand issue.

How could we make the recruitment industry less loathed?  It is time to reconnect with the people we work with: our candidates and clients.  They need to trust us.  The industry needs to show that it cares.

Listening to clients’ and candidates’, being diligent, tenacious, respectful, intelligent, having integrity, working hard and being fun has to be a given.  In addition to that; what are we doing?  As we move to a world where everything is global and faceless (just picture the 30,000 McDonalds around the world) the idea that a business cares about you as an individual seems alien.  It shouldn’t be.  It is time to demonstrate that recruitment truly is a people business.  We should care about the individual, the place they are from, the industry that they are in.

How many recruiters give back to the community that they work in?  How many technical or engineering recruiters support local schools and universities to promote STEM skills?  How many IT recruiters ensure that local underprivileged schools have computers?  How many recruiters do pro-bono work for charities?  Which recruiters spend time with the long term unemployed trying to get them back to work?

For the last half a decade we have been in a recession and many recruiters have certainly struggled.  Thousands of businesses went bust.  I appreciate that it may have been tough to do extra-curricular activities alongside the day to day job then, but as we move into a time where the economy is turning and recruiters start to make more money, we have time and resources to change that.

Once the overwhelming majority of recruiters reach a minimum standard of practice, then Corporate Social Responsibility (CSR) could well be the answer to the recruitment industry’s bad brand.  Recruitment agencies can find ways of giving back, and demonstrate that there is more to the industry than the bad press shows.  If we can show that our clients’ recruitment fees aren’t going straight to the nearest Porsche garage and instead a portion of it is being reinvested into society that is a start.

Many recruitment agencies already do charitable work, but often this isn’t publicised and shared widely.

Working with Tangent International has shown me the true value of implementing a CSR policy.  Simon Dear, the CEO of Tangent, shared his experience in this space.  In addition to talking about their CSR they also publish their activities online and have a standalone website dedicated to their charitable work.

Simon Dear

Having a Corporate Social Responsibility policy for the past four years has been a wholly positive experience for Simon, and the business.

“We wanted to bring together a few elements; our support of charities, environmental awareness, responsibility to our staff – and CSR was the perfect route to achieve this.

“I think we have always been a decent, flexible, caring, company.  Because we are a decent, flexible, caring, company naturally.  But we also understood that side of us had intrinsic value in terms of developing and retaining business.  As one customer said, ‘I know you are nice, make sure the rest of my company does too.’”

Being nice doesn’t work on its own.  Tangent do the basics and they them well, so with this extra dimension they have something more than most of the other recruitment businesses.  Today a number of Tangent’s largest clients expect CSR commitments and demand to see proof of socially conscious actions as part of their tender process.“On one occasion we wouldn’t have won the client’s business.  That is how significant CSR has become.”

When a multi-national, multi-billion dollar business showed their major shareholders the Tangent CSR website at their main AGM the true magnitude of what they had created sunk in.

Tangent International's CSR site

“We appreciate that our CSR policy has business benefits but really we do enjoy helping the communities in which we work and helping our staff get involved.

“We have tried to direct our fundraising initiatives towards sporting and outdoor activities which promotes healthy pastimes in and out of work.  As a result our staff have embraced this entering Tough Guy challenges, the London Marathon, the Mulburry Mud Run [Tangent is actually a main sponsor for the event], among other sporting events around the globe.  Our team is even healthier as a result!”

As an international recruitment business it isn’t only local initiatives that Tangent have been involved in.  They have gone further afield looking to disadvantaged communities in the countries in which they operate.  Tangent sponsor a football team in Malawi and a cricket team in the Middle East.  Charity work that they undertake makes a difference and is incredibly relevant to the target audience of their candidates, clients and consultants.

But Tangent’s main charity is closer to home: Little Havens Children’s Hospice.  “We have had talks at our company day from representatives of the hospice and from a parent who had a child at the hospice – this was incredibly moving.”  Additionally, with many of the company’s employees having visited the hospice it has made them more determined to make a positive impact.

Tangent Havens Hospice

Seeing the impact that CSR has had at Tangent from a client perspective demonstrates the value of implementing a policy.  I am sure candidates will be equally as positive about their charitable work.

But CSR goes further than just giving a recruitment firm the opportunity to win more business and make more placements.  It can also be used to help drive your employee value proposition, increase the number of prospective applicants to the business and help to retain staff.  Everyone wants to work for an organisation that they feel proud of, and what better way to achieve this than by working as a collective towards a shared vision and positively impacting local causes through charitable work.  Talking about your CSR policy as part of your recruitment process certainly helps to demonstrate the fact that there is more to your business than just making placements and making money.

If we can change the brand of recruitment by doing the basics right every time, we have a foundation to build on.  Working with the communities, people and regions that we support as recruiters through charitable efforts could change the face of recruitment for the better and for good.


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