Andrew Openshaw, SEO and Content Specialist at Nigel Wright Group discusses how recruitment firms can deliver effective multi-platform marketing campaigns.
Running campaigns across multiple channels sounds simple at first, but the reality becomes clear once you start managing them. Each platform behaves differently, regional expectations shift from place to place, and even familiar terms can take on new meaning when translated into another market. These differences build up quickly and, without some structure, campaigns lose momentum.
In recruitment, where audiences already have varied priorities, these differences can create a noticeable gap in how messages land. The firms that overcome this challenge tend to build more credibility and keep their brand visible for longer.
At Nigel Wright Group, this is part of our daily work. With teams spread across Europe and North America, we need campaigns that travel well without losing their meaning. Over time, we have shaped an approach that gives us enough structure to stay consistent, while still allowing room to adapt when a campaign moves between regions. This balance helps us stay clear, even when audiences have different expectations.
Start with a Clear Message
Most campaigns succeed or fail because of the work done at the beginning. Before content is drafted or design plans take shape, we agree on the single idea that holds the campaign together. It might come from a trend we see in interviews, insight from a new report, or a recurring question from clients.
Wherever the idea comes from, we keep refining it until the purpose is unmistakable to everyone involved. This early clarity pays off later, especially when we start adapting the message for different formats. A short social post might focus on one point. Email gives us space to explain the story behind it. On the website, we can take the time to explore the subject in full.
The style shifts, but the meaning stays the same. When that happens, the audience experiences the campaign as a single, joined-up effort rather than disconnected pieces.
Keep the Visual Identity Cohesive
Design plays a bigger role in campaign consistency than many expect. After our rebrand, we took a close look at how our content appeared across different platforms. It became clear that even small inconsistencies could make the overall campaign feel less connected. To offset this, we introduced a more considered design system that guides spacing, imagery, typefaces and layout.
Templates form the foundation, but they are not restrictive. We adjust them depending on the content and the region, while keeping enough familiarity to support recognition. Small choices make a noticeable difference, whether it is placing headings in familiar positions or choosing photography that has a consistent feel.
This consistency brings stability to campaigns produced by several teams. It also helps audiences recognise our content immediately, which is especially important when they move between platforms during the same day.
Plan Strategically and Think About the Audience First
Planning shapes the impact of a campaign. Creativity matters, but it needs a structure that keeps everyone moving in the same direction. At the start of each project, therefore, we ask two questions: What are we trying to achieve? Why would the audience spend time with this?
Those questions help prevent campaigns drifting toward internal goals at the expense of usefulness. People respond more positively to content that gives them something practical. We focus on insight, research findings, or observations from the market because these give clients and candidates information they can use.
Once the purpose is set, we map out the schedule. A steady pattern, such as alternating between email and social content, helps keep the message visible without feeling repetitive. Consultants then play their part, sharing assets with their networks and adding a personal dimension that audiences appreciate.
Use Technology to Support Consistency
Technology gives campaigns structure behind the scenes. Our CRM links directly to our marketing systems, which means we can see how audiences respond and where interest begins to build. Shared planning boards such as Trello then allow everyone involved to follow the progress, regardless of time zone.
Automation helps with the routine work, such as scheduling or updating distribution lists, and that frees people to focus on shaping the message. Data supports our decisions, but we always return to discussion and experience when deciding what happens next.
Adapt Content to Each Platform
No campaign performs equally across every platform, and it should not try to. Social channels reward clarity and simplicity, whereas email offers space to explain the story behind the headline, and website articles give room for depth, evidence and examples.
We usually create the longer version first, then shape it for each platform. Doing it in this order helps maintain consistency while allowing the style to shift depending on where it appears. It also prevents teams in different regions from reinventing the message, which keeps the campaign coherent.
Localise With Care
Working across several countries requires more than translation; tone, cultural cues and the level of directness all need consideration. Our regional marketing coordinators adjust content so that it feels natural in each market while still sounding like Nigel Wright.
This might involve replacing an example with something more familiar to local audiences, simplifying a phrase that feels too formal, or reworking imagery to better reflect that region. We support this work by providing guidelines that cover tone of voice, visual rules and messaging principles.
New colleagues learn this during onboarding and, over time, internal reviews help us stay aligned even as our markets evolve.
Measure, Learn and Improve
Every campaign leaves us with information we can use. We look at opens, clicks, downloads and comments, but the numbers only tell part of the story. We spend time considering why the results look the way they do, and whether timing, targeting or the message itself may need to change.
Often the changes required are small. Sometimes, though, a shift in direction produces better results. We also look at long term impact. In recruitment, it is common for a conversation to begin weeks or months after the initial campaign, so we take that into account when reviewing performance.
Expect Complexity and Manage It Sensibly
International databases come with a certain amount of overlap. A single contact may be assigned to more than one sector and receive more than one piece of communication. Although we manage lists carefully, removing every duplication is not always possible.
Our focus is on relevance. If a message is timely and useful, receiving it more than once does not usually harm the relationship. In many cases, this repetition reinforces the theme and keeps the audience aware of it.
Balance Technology With Human Insight
Technology helps campaigns run smoothly, but recruitment is still a relationship based industry. People respond to communication that sounds genuine and considered. Automation helps with the process, but it cannot replace the judgement needed to write messages that genuinely connect with people.
The strongest campaigns combine the structure technology provides with the understanding that comes from experience. Technology keeps the process organised. Human insight shapes the story.
Value, Consistency and Trust
The foundations of good multi-channel campaigns are simple: Provide value, keep the message consistent, and build trust through clarity. Campaigns that offer guidance or insight usually have a longer-lasting impact. When recruitment firms communicate clearly, plan carefully and think about what the audience needs, they create campaigns that feel connected across every platform.
Over time, this consistency strengthens recognition and supports a more confident presence in each market they operate in.
