SECRETARIAL
AGENCIES JOIN FORCES FOR COMPETITIVE ADVANTAGE
Secretarial
recruitment consultancies have joined
forces to win greater control over key
areas of their business, in particular
advertising.
This
was a pioneering move in an industry that
has traditionally been a closed book.
Whilst recruitment companies are highly
aware of, and knowledgeable about, their
competitors, the relationship is usually
kept firmly at arm’s length.
The
catalyst for change came in the mid-1990s.
Recruitment companies spend huge sums
every year on advertising, but were at
this time becoming increasingly vulnerable
against the power of the media. Advertising
rates could be increased without consultation
and there was little recourse against
sub-standard service levels.
Enough
was enough! In November 1996, various
leading secretarial recruitment companies
joined together to form The Secretarial
Advertising Forum (SAF). Its mission was
to work in partnership with the media
to enhance secretarial recruitment advertising
and to build on SAF’s position as
an innovative and creative force and an
authority on secretarial recruitment advertising.
As
Julia Jones of Tate explains: “We
decided to gather our competitors around
the table to talk through how advertising
was working and whether we were receiving
value-for-money. The response of interest
was overwhelming and SAF was founded.”
Six
years later, SAF is an unqualified success.
Membership has expanded to 17, with many
other agencies keen to join the Forum.
Every major newspaper is aware of SAF’s
influence and keen to attract its business.
Joanna
Tomazou of Gordon Yates comments: “There’s
no doubt that SAF has been invaluable
in putting recruitment agencies on an
equal footing with the media. Working
as a team, we not only secure competitive
advertising rates but we are able to share
knowledge and ideas about advertising
in a way that benefits our industry as
a whole.”
SAF
currently places the majority of its advertising
with The Guardian, through its prestigious
secretarial supplement, Office Hours.
In fact, SAF was closely involved in the
launch of Office Hours, working with The
Guardian to promote the supplement at
major railway stations.
Victoria
Wall of Victoria Wall Associates says:
“Since SAF was established, it has
been both rewarding and impressive to
see how many of the major newspapers and
magazines have introduced dedicated secretarial
recruitment advertising sections.”
Today,
the role of SAF is expanding. The Forum
meets quarterly to discuss advertising
issues, including a review of advertising
response. But during these meetings other
major industry issues frequently arise
and, where appropriate, discussion groups
are formed.
To
raise profile, SAF has recently launched
a website (www.thesaf.com). The site includes
member profiles and editorial features
on general recruitment issues, such as
market trends and job search.
Stephen
Burke of ROC Recruitment says: “Developing
a website has been an important strategic
move for SAF and should play a significant
part in raising its presence in the secretarial
recruitment marketplace.”
The
strong relationship developed amongst
SAF members, based on trust and common
purpose, means the Forum is going from
strength to strength.
And
as for the future? Gill Stewart of Tate
Appointments summarises the way ahead:
“We are all very much looking forward
to the future and to building SAF’s
reputation as a premier force in secretarial
recruitment advertising. It is also important
that SAF members work together to ensure
that clients and candidates feel the benefits
of both technological and legislative
advancements within the recruitment world.
SAF will continue to promote discussion
and opinion within these ever changing
areas.”
Companies
interested in joining SAF should contact
Jo Tomazou, Managing Director Gordon Yates
Ltd, for further information: e-mail jo@gordonyates.co.uk
ENDS
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