Julia Fenwick talks social media, PR jobs and learns about the dark arts of social listening.


 

Natalia Forrest and Julia Fenwick Talk about Recruitment, Head Hunting, Public Relations, PR jobs and the BoldMove Bunny

00:00 Julia Fenwick: So what I wanted to do was set it up so that it was matchmaking really, and really specifically targeting specialists to that particular job.

[music] 

00:15 Natalia: Hi, this is Natalia from Rec-Social and today I am interviewing Julia who's going to explain who she is and where's she's from. So Julia, who are you and where are you from? 

00:25 JF: My name is Julia Fenwick. I'm from a company called BoldMove. We are a specialist PR recruiter/headhunter working specifically in the PR and public affairs space.

00:36 Natalia: Okay. So do you come from a recruitment background, a public affairs background or something completely different?

00:41 JF: I come from a PR background. So I have worked in the recruitment sector for a while, but primarily my background is entirely PR.

00:50 Natalia: Okay. And what led you to set up your own specialist niche business?

00:54 JF: I wanted to do things a little bit differently, in that where I'd worked with her recruiters before, it was very much a model where it was, specifically in PR, where it was not understood that specific PR people had specific PR experience. So what I wanted to do was set it up, so it was matchmaking really, and really specifically targeting specialists to that particular job. So if I've got a beauty PR job on, I'll send a beauty PR. If I've got an IT tech job, they'll have tech experience. It won't be a mishmash of stuff. So that's why I set up BoldMove. And I also wanted it to be a much more personal offering as opposed to just another corporate face in the space.

01:34 Natalia: So one of the things we've noticed you do differently is there are no job ads on your website or no job descriptions. Is there a reason you did that?

01:42 JF: Yes, yeah, so very much so. I don't like ads really on websites for jobs. I think for me, it just took away from the style of company that I am. So what I wanted to do was create our job board on Instagram. So, I've no idea what I was doing. It was really kind of, "Will that work? Give it a go." And we did and just made visual ads.

02:11 Natalia: And how is that working out?

02:13 JF: It was slow to begin with, and I think people didn't quite understand what we were trying to do, because we weren't putting fluffy kittens or anything 

02:18 Natalia: You're putting Lego. For anyone who's not seen their website, they have Lego figurines doing crazy cool stuff, and it's followed them through to Instagram, so...

02:28 JF: And we create most of those pictures ourselves as well. My husband's a photographer, and he's gone from Vogue magazine to Lego figures for BoldMove. It works quite well for us. So we just make them in our own... I will see a character now, wherever it is, and I'll say, "Oh my god! That'll make a great ad." And we can have the ninja media man or...

02:52 Natalia: The bunny.

02:52 JF: The bunny.

02:53 Natalia: The bunny.

02:53 JF: The BoldMove bunny, he's our main character. So you'll find BoldMove bunny dating. I think he's on a hammock in one for a holiday pick. So we try and create the ads to fit the jobs.

03:04 Natalia: Okay. So talking about that content, how do you decide what that content's going to be? So, how do you know it's gonna appeal to your audience? And then taking a step back, how do you find your audience? How do you know who you're gonna target and where they're going to be?

03:21 JF: I'm really trying to target it, I think, from a perspective of trying to just do things a little differently. And so, I'm thinking about the job. So what I'm trying to do is I'm trying to be specific. This is a food and drink job. This is a technology job. And so, we try and create the ads to fit the jobs 

03:39 Natalia: Okay, so talking about that content, how do you decide what that content's going to be? So how do you know it's gonna appeal to your audience? And then taking a step back, how do you find your audience? How do you know who you're gonna target and where they're going to be?

03:56 JF: I'm really trying to target it I think from a perspective of trying to just do things a little differently, and so I'm thinking about the job. So what I'm trying to do is I'm trying to be specific. This is a food and drink job. This is a technology job. And so, the imagery has to fit the style of job. And then, we try and put in a few words that'll be mildly entertaining, but at the same time it's still looking for that, "We need an account director with food experience." So it has got the specifics in the wording, but it's what we want people to do. In fact, it's about making people smile.

04:32 Natalia: Yeah.

04:32 JF: So we want them to look at our ads and smile and say, "These guys are a bit different."

04:37 Natalia: Yeah. And so where do you see your social media going forward? Is there anything you wanna work on towards the kind of the second half of this year or anything you wanna look at doing differently you think?

04:50 JF: Absolutely, I think, I know nothing about social media, very, very little indeed.

04:54 Natalia: I think your Instagram account kind of proves that that's a bit of a humble brag, humble, not brag anyway.

05:01 JF: Well, I don't. But I don't know what to do with it. I don't know what to do next. I don't know how to enhance it. I don't know how to find out who's looking, who are the right people that are looking at my social media feeds. I need to do the back-end stuff. I can do the beautiful images, the fun images. I can come up with the creative wording. But what I don't know is what to do once it's there.

05:22 Natalia: So something like social listening, or something like that. So we'll have to...

[overlapping conversation]

05:25 JF: Yeah. What is social listening? I haven't got a clue. What do you do in social listening?

05:29 Natalia: Social listening is using analytics to find out where people are and what they're interested in, at a really basic level to describe it, and it's also about predicting where they're going to go to. So, there is masses and masses of data out there, but you've gotta know how to sift it. You've gotta know what you're looking for and why you're looking for it, 'cause I think a lot of people go into data mining or data analysis, just thinking, "If I get the data and I put it in something, it'll give me all the answers." And the fact is you have to start a bit of a step before that and kinda come up with, "Well, what is it I actually wanna achieve with this?" But social listening is amazing, because it's... It's not a focus group. You are getting unfiltered what people are saying, whether about you, your competitors, or industry in general. And then it's just figuring out what you wanna do with it, and getting those answers, and then implementing them.

06:25 JF: So I can use what I get out of it, the data, to give me ideas about future business, where I want to get my clients from, candidates to come to me because they've seen what I do, and how I do it, and like that. Can I get all of that out of the data?

06:41 Natalia: Exactly that sort of thing. You can also identify gaps in the market. So you can do a lot of competitor analysis. And competitor analysis is often what is my competitor doing well and I'll piggyback on that. But actually, it's more sophisticated to see, well, this is all being covered, but this is a gap, how can I fill it. So tell us just a little bit more about yourself. When you're not being Lego master of the recruitment PR world, what do you like to do?

07:05 JF: Well, I've got at a 10-year-old daughter. So I have to do mummy stuff when I can. Having said that, I think she's probably better at social media than I am.

07:13 Natalia: Yeah.

07:14 JF: She seems to know everything that is out there, so she spends a lot of time... And she's even getting into coding.

07:20 Natalia: Oh, wow.

07:20 JF: So we may have a tech genius there. Go out and about and visit places, love going to art galleries, just London. I love London.

07:27 Natalia: Yeah.

07:27 JF: I live in London, love London, spend lots of time in little places around London. But basically... Or sleeping 'cause I'm working all the time.

07:36 Natalia: I think sleeping is a great hobby. I think more people should be proud of sleeping as a hobby. So last kind of question before we finish. What is a book that you're currently reading, and would you recommend it to other people?

07:47 JF: Gosh, what am I currently reading? I'm not entirely sure I'm reading a book, but I'm definitely going through the latest Vanity Fair.

07:54 Natalia: Okay.

[laughter]

07:56 Natalia: Not the book, Vanity Fair 

07:57 JF: No, not the book, Vanity Fair. The magazine, Vanity Fair.

08:00 Natalia: The magazine, yes, yes.

08:01 JF: I have that. But actually, I'm usually spending time at night searching for candidates, LinkedIn searches.

 

08:07 Natalia: That's your hobby? My work is my hobby.

 

08:09 JF: That's my hobby. My bedtime reading is LinkedIn recruiter search.

 

08:12 Natalia: No judgment, no judgment. Okay. Look, Julia, thank you so much for talking to us.

 

08:17 JF: Thank you very much. Thank you.

 

08:17 Natalia: And we'll talk about social listening after.

 

08:19 JF: Thank you.

 

08:20 Natalia: Cool.

 

[music]

 

08:24 JF: I've got... So you guys can teach me how to listen.

 

08:26 Natalia: Mm-hmm.

 

08:28 JF: My husband's been trying do that for years.

 

[laughter]