JWB Associates

Recommendation

1. Branding should always be kept consistent, so I’d advise using the same blue and white logo and banner style, as shown on the JWB website. A click on the logo should also take you straight to the website.

2. Identify JWB immediately by including the strapline ‘Global talent acquisition for broadcast’ as part of the header and logo.

3. Make what’s on offer immediately clear to both employers and candidates by replacing ‘newsletter’ with ‘All the latest news and jobs’.

4. Complement the main story, which covers JWB’s activities at the recent International Broadcast Conference, with a clear and appropriate image from the event.

5. When writing news articles for current or potential customers it’s important to put yourself in their shoes. Focus on what interests them, emphasise the information they want and need rather than getting wrapped up in what you want to tell them, or what you think they want to hear.

JWB’s clients are looking for new job opportunities so the article should focus on their interests – a) the unprecedented demand for new talent across all areas of the industry, and b) the latest open job positions.

6. Online readers are often unwilling to spend time reading lots of text to find what they want – if it’s not immediately obvious to them they move on very quickly. That’s why it’s key to have a clear, informative headline here showing them the article is relevant. For example: New talent in demand at IBC 2007.

7. Dividing the newsletter into definite sections, one for candidates and one for employers, would make it much clearer and help recipients to navigate it more quickly.

Ideally you should segment your database and send a different email to each group, focusing on what they want or need from you.

8. Make use of the empty space on the right and include more links to core areas of your website – such as registering a job proforma. Always make sure these are marked in an obvious way. For example, ‘Quick Links’ is a rather vague title – ‘More Jobs’ is much clearer.

JWB’s company blog features a ‘star candidate’ each month, so why not make this the main feature in the new employers’ section?

8. Finally, a key reason for sending this newsletter is to encourage people to register with JWB, so each section should contain a clear link to the website’s sign-up pages.

9. Include the company registration number, country of registration and registered office address on all business emails in order to comply with the law.