Q1 2014 gold trophy

The “Best Content” series brings you a handful of the most thought-provoking and informative articles, reports and webinars related to professional services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience. 

3 Surprising Hiring Rules from Powerhouse Recruiters
Professional service brands are built on reputation, relationships, and intellectual capital: they are largely based on their people (which is why it’s vital to use your brand to recruit and retain top talent). But Inc. wonders why “so many companies take shortcuts when it comes to recruiting?” One answer is because “recruiting means spending money on people who may never join the organization.” But the article offers three recruiting tips (adapted from a recently published book, “What It Takes: Seven Secrets of Success from the World’s Greatest Professional Firms”) that are cost-effective: “make recruiting the top priority of top executives,” “conduct more interviews,” and “hire ahead of need.” Read more about what makes these recruiting strategies effective.

How Big Data is Helping Professional Services Firms Ask Better Questions
Big data, instead of solving problems, seems only to be creating more of them. We’ve noted previously that although “one would assume that today, with all the studies, data and advice available, a marketer would be able to develop a strategy and produce metrics that they were confident in.” Yet, all the available data is overwhelming. But this piece in Consulting Magazine makes the point that big data – though it indeed can be overwhelming – means learning to ask better questions.  As this article notes, “one of the cultural shifts the industry needs is to move away from making decisions towards asking questions and figuring out the next opportunity.” Read more about these shifts caused by big data here.

Leveraging Digital to Unleash Creativity in Professional Services Marketing
New digital channels are allowing for more creativity in many professional services firms. For example, as this CMO.com article points out, “between 2012 and 2013, tablet sales soared 63.9 percent” – and on a tablet, content can be innovative and interactive. This piece analyzes Ernst & Young’s recently published, video-enhanced e-book: “Global Banking 2020: Foresight and Insights,” pointing out four noteworthy elements that make this content fresh and valuable. Read more here.