The world of skills development has never been bigger. According to the World Economic Forum, by 2030, 39% of current skills will be outdated, and nearly 60% of the global workforce will require training in the next five years.
The urgency for skills transformation is driving a surge in learning and development solutions, but it’s also creating a noisy environment.
From tech bootcamps to corporate upskilling platforms, the market is teeming with providers, all promising to close the skills gap and future-proof the workforce. But in a crowded space, it is becoming harder for companies to stand out.
So, in a sector packed with similar messages, saturated claims and with 50% of the workforce already engaged in training programmes, the question becomes:
How can your organisation cut through the noise and truly differentiate?
In our new eBook – Five ways skills companies can break through the noise – we share the proven strategies for creating a skills-focused PR campaign that doesn’t just add to the noise, but actually helps brands rise above it.
Below is a preview of one chapter that reveals why your organisation should take a persona-driven approach in your PR campaign to build credibility with your target audience.
And if you want to learn more about how to create a high-impact, skills-focused PR campaign, get in touch at [email protected] to receive a copy of the full e-book.
Standing Out with a Persona-Driven PR Strategy
Organisations must shift their focus from broad industry statements to a more personalised approach that centres on who your key audience is and who you are selling to. Target personas will help you understand your audience’s needs, challenges and motivations. It also helps you tailor your messages, tone and style to resonate with them.
By segmenting your audience into different personas, you will avoid a one-size-fits-all approach that might lead to missed opportunities. Instead, you can create more personalised and relevant skills-focused campaigns that build credibility and trust.
Identifying the sectors and roles facing the most significant challenges is vital, and focusing on areas where your expertise can make a difference will make you stand out. For example, instead of saying “Companies are struggling to find skilled workers,” highlight a specific area like “cyber security expertise is in short supply within the financial sector.”
By focusing on resolving the skills opportunities and challenges faced by a specific persona, you can tailor your message and build credibility, positioning yourself as the go-to expert for solving their specific challenges.
