I’ve written before about how important it is for anyone who wants to succeed in business to keep learning. Regardless of what field you’re in, if you want to stay at the front of the pack you need to keep expanding your knowledge base so you’re ready for whatever comes your way.
I take this advice to heart myself and stay abreast of new developments not only in publishing and marketing but also in the areas of interest to Mamu Media’s clients (such as staffing, sales, and HR). By paying attention to trends and news in my clients’ business areas, I’m better positioned to offer them excellent service.
Earlier this month, for example, I attended a staffing conference in San Diego. (I will be the first to admit that although I was there primarily to learn from and network with people in that field, I didn’t mind too terribly that attending this gathering required me to trade Pennsylvania winter for California sun for a few days!) The presentations, panels, booths, and conversations there all reinforced my belief in one of the hard truths of this industry: all staffing companies want to be different, but most of them are all pretty much the same.
“Unique” and “innovative” are hot buzzwords today, but most companies fail to live up to that self-description. Every firm wants to claim to be distinct from all the others, but the reality is that most staffing companies are saying the same things to the same companies and recruiting from the same candidate pool as everyone else.
Standing out from the crowd involves more than just saying, “We stand out from the crowd.” Companies who want to be genuinely different need to know what’s going in their industry—and then say and do something new.
Mamu Media’s publications offer one powerful (and affordable) way for firms to be unique. I’ve often discussed the effectiveness of our magazines vis-a-vis other marketing and outreach media, and although print is a remarkably successful communication tool, it’s still a fairly new and innovative tool in the marketing tool kit. Companies that recognize its value and have become our clients are getting a leg up on their competitors.
At the San Diego conference, for example, one of our clients gave a presentation on what works (and what doesn’t work) in marketing her staffing services. She explained the value of leveraging a branded HR magazine in her marketing efforts: “The HR and Labor Insights publications allow us to have new conversations that are relevant to the challenges the person we’re calling is facing. And these challenges often have nothing to do with staffing. We finally have some new and relevant material to discuss on a call.”
Not only do branded publications help your clients stay up to date with the important information in their fields, but it provides them with a great option for connecting with their clients by giving them a great reason to “drop in” every other month to hand-deliver the latest issue.
In 2015 the staffing industry grew 2.6% over the previous year. It’s been growing steadily for quite a while now and shows no signs of slowing, which means that more and more new firms are entering the market. Companies that are able to find true innovation—by leveraging their knowledge of cutting-edge research and practices, by finding ways to have new business-relevant conversations with the same old prospects, and by using methods to engage their audiences—will have an edge over their rivals in this highly competitive field.