We asked one of TMP Worldwide's copywriters, Rachel Sykes, to tell us about a typical day with an employer branding agency.
No such thing as a ‘typical day’
My day usually starts with a coffee, toast and peanut butter. After that, anything could happen.
I’m supposed to be writing about a typical day in the life of a conceptual copywriter at TMP. Problem is, there is no typical day. Because we’ve got loads of different clients – both public and private sector – who need us to do all sorts of work, to all kinds of budgets and timescales. To help them recruit anyone from apprentices through to chief execs, to roles you come across in everyday life, and ones you never knew existed. And that’s what keeps things interesting.
Things like writing anything from online job postings or press ads, to websites, brand books, radio ads, video treatments and scripts for immersive events. Or coming up with employer brands, social campaigns, exhibition and experiential ideas with art directors, digital designers, strategists, developers, account managers... and loads of other people who really know their stuff.
Great environment to grow ideas in
Basically I spend my time with a lot of talented, funny, wise and wonderful people. In an open-plan, collaborative workspace. It’s a great environment to grow ideas in. The office has just had a makeover too, so it’s much more in line now with the multiple personalities that fill it.
Everything we do here is geared around our clients’ employer brands. And if they don’t already have one, we develop one for them. So we’re always learning something new. Not just about our own jobs and industry, but about lots of other organisations and their roles.
Get under the skin of how places work
To get the employer brand right, we have to get under the skin of how places work, who they want to work with, and why people will want to work there. So we get to go behind the scenes – literally in some cases – of a huge variety of employers. Aviation, energy and engineering companies, local governments, banks, hospitals, universities, global food and drink brands, and major telecoms providers, for example.
A client’s employer brand touches everything they do, which means we can get creatively involved in all of their comms activity. So it’s not just about their attraction campaigns, but also their candidate assessment events (some of which are becoming increasingly more immersive and theatrical) and internal engagement projects.
Everything product advertising throws at you and more
From the initial briefing, brainstorming and selling the ideas internally, to pitching work to clients and the blood, sweat and tears – and joy – of making it come to life, employer branding and recruitment communications is everything product advertising throws at you and more.
Employer branding is getting sexier, although there’s generally not quite as much budget available as in consumer branding. Invariably clients want the world, but have a limited budget – so often it’s about being even more creative in finding our solutions. And more often than not, it’s also about doing it quickly. There’s no time for prima donnas. Everyone mucks in with everything when it’s needed. Everyone shares the glory when we win awards.
Be inspired by anything and everything
Some days are longer than others. Some projects are more satisfying than others. Not every great idea gets to see the light of day. But that’s fine. Because we get to do a whole raft of different work, be inspired by anything and everything, and push the different way of doing things. And help people find the job they want while we’re at it.
Typical is the last thing I’d call my day.