Recently, I sat in front of my boss and we discussed new marketing, the use of the internet, email campaigns and what actually would be the best way to tell people about what we do. I love my job, I love what we provide and I am always eager to tell anyone about it. That doesn't mean I want to shove it down anyone's throat or paint my car green.
What is does mean, though, is that it is my job
to figure out the best way to shout it from the roof tops..., other than actually doing that, of course. We are all in positions that require us to tell others about what we do, why we do it better, why we should be selected for the work and, ultimately, driving business. Preferably to one's own site, to one's own phone. The drive away
is not so pretty. And frankly, I like pretty.
Therefore, I am asking for a bit of help/feedback - if at all possible. There was the suggestion that perhaps a white paper would be the way to go, perhaps sharing information about a particular topic of interest to recruiters and hiring managers just might drive that precious traffic to our site, to our business, to motivate a potential client to pick up the phone and make it ring on our end. Given that we live in a big, fat time of permission marketing, maybe - perhaps - I am being over-critical...
So my question is this... do you, the recruiter, the hiring manager, the HR professional, want
those white papers - are they important to you?
Do they determine vendor selection? Do they change your business practices or increase your output or input - as in cashflow? Or do you see most white papers as something different, something other than an offering - a knowledge share from a company/vendor in your space?
Perhaps you see it as a bribe, as a quest to gain biz, as a blatant attempt to drive traffic... Please
help me on this one. Innovation not only lies in technology. It also lies in our thoughts, in our processes, in our evolving practices. Maybe I am too hard on myself, on my practice, maybe I shouldn't read too much into the bait that is thrown in front of me as a professional in this arena - perhaps I am too suspicious. What do you think?