Using Digital to Build Your CV

If you’re anything like me, you would have read enough tips on CV building to write your own novel. But what do we really learn? How do we know that the document we’ve just spent four hours putting together is even going to get a second look from our dream company? We don’t. But if we do know what tools are available to build a great CV, maybe we’d one step closer to the dream.

Example of Canva Free Resume Template

Gone are the days that a CV format consists of a black and white document with Times New Roman font and maybe the odd line of bold. Employers want to get a glimpse of you from the first few seconds. So, my first tip, do not be afraid to be yourself and make the use of digital tools that are available.

Firstly, ask yourself which industry you are trying to enter, this is key to choosing the type of design for your CV as it has to be relevant. If you’re looking to build something a little more interesting that gives you the freedom to show some of your personality through colour and images, try Canva, a free online design tool. This has a range of templates with suggestions of content and layout, but also allows you to amend any settings to your personal taste.

On the other hand, you may be looking for a professional CV with a moving edge. Video CV’s are increasingly common particularly in the creative and also sporting sectors due to the nature of the roles. Software such as Windows Movie Maker, Apple iMovie or something more sophisticated like Adobe Premier Pro are great for editing your own footage.


Finally, and this is exciting, how about creating your own animated video of a day in the life of you? Powtoon is a free online tool that allows you to create a cartoon character and tell a story of your education, experiences and skills through video. Powtoon is YouTube certified and has recently become partnered with HubSpot, meaning it’s great not only for personal development but for work related projects too. It is a simple to use, flexible tool that allows you to create approachable content and particularly for a CV, include a visualisation of a persons skills and knowledge.

A CV doesn’t have to be a chore, take the opportunity that digital has given us to explore creative ways to present yourself as a professional.

Author: Kathryn Taylor, MSc Digital Marketing Management Student

Digital Marketing Assessor at Total People Ltd

8 Trends To Keep Your Eyes On In 2018

1. Instagram Stories Drive Upcoming Instagram Trends

Instagram Stories is a big deal and they’re not going away. Daily viewers of Instagram Stories surpassed daily SnapChat viewers just one year after launch, and the growth isn’t stopping.

Instagram Stories was likely the biggest single change in the Instagram UX, and its marketing implications are huge.

A huge deal with Instagram Stories is this: accounts with over 10,000 followers can now add a link within the feature. Considering the fact that the only other place you can put a link on Instagram is just the one buried on your profile page, this is a huge deal, as it multiplies buying or inquiry opportunities by orders of magnitude.

Instagram Stories in particular will be relevant from a marketing perspective because, compared to other transitory video platforms, Instagram metrics are eminently trackable.

A final note on Instagram Stories: Their foundation is social media engagement gold. Video drastically outperforms all other forms of content on every test.

2. Influencer Marketing Makes Major Contributions to Social Media Engagement

Influencer marketing is big business — a billion dollar industry by some counts. There is an exhaustive list of micro-celebrities who earn six figure incomes. And this isn’t a fluke. Influencer marketing is uniquely keyed to exploit certain facts about a growing number of buyers.
As Millennials advance their careers, and Generation Z starts theirs, an enormous population’s purchasing power is increasing swiftly. These two groups — who, combined, literally comprise most of the world’s population — are uniquely influenced by this marketing method.

3. Generation Z to Decide Social Media Trends

We’ve mentioned Generation Z in both of the previous topics for good reason.

RetailDive had this to say about Generation Z and their associated social media trends:

“Gen Z is two- to three times more likely to be influenced by social media than by sales or discounts — the only generation to value social media over price when it comes to making purchase decisions…”

Furthermore, 81% report watching at least one hour of online video per day, or more, according to a study by Fluent, covered by AdWeek. Combine these facts and realize that droves of Generation Z will graduate college and/or start careers next year, and you start to see the powder keg.

4. Messaging Platforms Make Companies Accessible


What do you know about WeChat? They’re a wee little Chinese messaging company . . . errr, one that’s looking to cross 1 billion users this quarter. WeChat and WhatsApp are absolutely ubiquitous across either ocean, reaching across many different functions to dominate social media, direct messaging, and even purchasing and commerce.

Every year more and more buyers are Millennials and Gen Z, and fewer and fewer are older. In case you’re not aware of these people’s overwhelming preferences when it comes to talking to a company, we’ll illustrate in their native language:

top-social-media-trends-20185. Live Streaming Explodes

Live streaming isn’t about live streaming. At least not in the way we’re going to be talking about it. You’re going to see a lot more of it in 2018, and the people who do it well will be fully with the times and accelerating. Its prevalence will increase because it works.

But there’s something more at work here.

It’s actually about technology. We get better phones every year. Does that mean that we’re running the same apps better? Sometimes. But once the technological baseline of the average user has clearly moved up a notch, it becomes about making more robust apps that do more and fully take advantage of that new technology.

The smartphones of today are better than what we used to have by orders of magnitude. Furthermore, our data speeds are better, and are poised to make yet another insane leap in the next few years when 5G becomes the standard.

Live streaming is a medium or implementation of social technology that’s uniquely positioned to take advantage of hardware improvements for the next several years. The resolution of an image the size of a phone screen can only get so good before you have to zoom in to see a difference.

But better video processing across the board means all devices involved can handle more streaming at a better quality across more channels at the same time. This is such a huge change that it’s possibly unclear that anyone is even capable of fully understanding the ramifications.

6. Twitter is Going to Change

And they themselves might not even know how just yet.

Twitter has been slowly circling the drain, in some respects, for a long time now. 2017 pulled no punches with the social network, either. Twitter needs to make some big changes to stay relevant, as its growth is the slowest of all the major social media platforms.

7. Online Hangouts Become the Norm

Online hangouts go hand-in-hand with the live streaming trend, and with Generation Z. Consider Houseparty — an app for multiple friends to essentially FaceTime with each other in a group setting.

Houseparty made quite a wave in 2017 with rapid growth, and hit its stride well enough to inspire copycats, including perhaps an effort on the way coming from (no surprise here) Facebook.

The online hangouts trend is also going to intersect with VR. Sure, everyone promised everything this year with VR and AR, and all that ultimately came of it was two weeks of Pokemon GO.

But this year actually has the potential to be different. Many promising programs have another year of beta testing still left under their belts, but the technologies are improving in exciting ways. Once again, Facebook is at the epicentre, with Facebook Spaces.

8. Social Platforms See More Hardcore Moderation

The last year or so has forced the hand of several tech and social media titans to intervene and play a more active role in content moderation. Those manoeuvres, in retrospect, felt more like damage control than any sort of final solution.

We’re likely going to see companies revisit this in a more significant or longer-lasting way, and definitely more proactive than reactive.

As leveraging social media outlets for marketing first took flight, some were dubious of their staying power. The years since have changed sceptic’s into believers, and what’s on the forefront will clearly and easily amplify the channels’ relevance even further.

2018 is here… but were you prepared?

2018 social media trends predict that time on social media platforms will increase. This means you will need to improve your online presence in the year to come.


By Richard Holland – MSc Digital Marketing Student


Contact –

Linkedin- Richard Holland

Instagram – Ricardo J

Brand –

Instagram – Ricco London

Twitter – Ricco London

Facebook – Ricco London

How to Set ‘SMART’ Digital Marketing Objectives

Setting an objective is listed as the first step to a powerful digital campaign by the Digital Marketing Institute. It sounds simple, you know what your marketing campaign goals are right? In reality, the process can challenging, and without proper consideration, businesses often end up with a campaign that lacks direction and doesn’t link together   HiveDigitalStrategy go as far as claiming that goal-setting is one of the most difficult tasks digital marketers must complete. Despite this difficulty, the benefits are significant and justify the effort require to define clear objectives that are the foundation of a successful campaign. I have listed some of these benefits below:-



Given the importance of objectives, it should become clear that to effectively analyse your strategy, your objectives should be effective, or ‘SMART’. by creating objectives using the framework, you are keeping up with many of the best businesses in the world, as they all are driven by focussed objectives. MindTools defines the individual letters of the ‘SMART’ acronym as; Specific, Measurable, Achievable, Realistic, and Time-bound. Below is a breakdown of the five letters involved.

At the forefront of business knowledge:

The ‘SMART’ framework is widely accepted to have been introduced in 1981, by George T. Duran. However, it is still at the very forefront of business knowledge, with the only development coming recently in the form of ‘SMARTER’ goals (The E and R stand for evaluated and revisited). The last two letters of this acronym are letters that usually come at the end of the campaign and so they are not actually necessary when first setting the objectives.

Now lets examine each letter of ‘SMART’ and how it can be used to create an objective.


To make your objective specific, you need to avoid ambiguous terms and ensure that there is an outcome that you desire from your digital marketing strategy. Your objective should answer the following question: What do I want to achieve?

Example: I want to increase traffic to my website.

By giving a specific outcome, you are able to centre your strategy around achieving your goal.


To make your objective measurable you must be able to answer the following two questions:

  • How many/how much?
  • How will I know I have achieved my objective?

Example: I want to increase traffic to my website by 20%.

By giving a tangible number, you can determine when your goal is reached and track it along the way.


Making your goal achievable means identifying the overarching method you will use to achieve your goal. Can you answer the following questions?

  • Is it possible to achieve my goal?
  • How will I achieve my goal?

Example: I want to increase traffic to my website by 20% using Search engine Optimisation (SEO).

By giving the method of SEO, you are ensuring that you have a path to follow, and can plan a strategy based around this.


Determining whether your goal is realistic often involves a combination of research and estimation. You should answer the following questions.

  • What resources am I able to allocate to this plan?
  • Are the resources available enough to achieve this plan?

Example: I want to increase traffic to my website by 20% using Search Engine Optimisation (SEO), with an allocated budget of £2,500.

The number of resources you will need to allocate is highly individual and depends on a lot of variables such as your level of competition, market saturation, and your financial situation.


It isn’t enough to say you want a certain outcome. Give yourself a deadline. if your objective is to increase visits to your blogging site by 1000, then set a time-frame. Within a month, within a year?

Example: I want to increase traffic to my website by 20% using Search Engine Optimisation (SEO) within 6 months of campaign implementation, with an allocated budget of £2,500.

Using your SMART Objectives:

If your objective fits in with all five of criteria, then you have a ‘SMART’ objective and are ready to plan and implement a clear, defined digital marketing strategy, something that over half of businesses are failing to do. Get Ahead of them!


TOMS, in the spirit of social entrepreneurship, launched a campaign that successfully implemented SMART objectives. ‘One day without shoes’ is a campaign that was launched by the company, with them encouraging the public to go barefoot for a day, and a donation of shoes being made by the organisation for each person that participates. Heres how their campaign followed the ‘SMART’ framework.

  • Specific – Persuade people to go barefoot for a day.
  • Measurable – Receive proof via Instagram of people participating.
  • Achievable – Post persuasive content (Stories) on social media.
  • Realistic – Ensuring they have the resources to manufacture and deliver the donated shoes.
  • Time-bound – Host the ‘One day without shoes’ on one day in May (May 10th in 2017) annually.

TOMS ‘One Day Without Shoes’ Campaign – Source:

SMART objectives will have a positive effect on any digital marketing campaign. Why not have a go at creating your own examples and posting them below?

Thanks for reading!

Learn how to make your ‘SMART’ objectives ‘SMARTER’.


by Rory Tarplee


MSc Digital Marketing Student (Full-time)

Social Media And Our Communication Skills

Social media opens vast possibilities for finding connections and interactions. It also is a very powerful tool to communicate ideas. The uprisings that we have observed during last years in various parts of the world were all organised by people getting together in social media platforms. Once the message is out, it can spread to millions within seconds. The latest #metoo movement on social media was so effective that it has been selected to be the 2017 Times Magazine person of the year.

However, this popularity comes with a cost. More connection does not imply more interaction. Having grown up with social media, the new generation prefers to communicate through an online platform than to have a face-to-face conversation. Real-life interactions, however, teach us aspects of non-verbal communication: being able to read and respond to facial expressions, eye-to-eye contact or changes in tone of voice. These abilities could easily be lost in digital communication. Besides, experts relate the rising occurrence of depression, anxiety and isolation among youngsters with their excessive exposure to social media.

While communicating through social media, we often do not feel the need to form grammatically correct complete sentences. This is particularly common for youngsters and teenagers who heavily rely on emoji, acronym or short expressions. However, over time, this convenience is likely to weaken their ability to write and to communicate in formal environments. In a world becoming increasingly competitive, these skills will be the essential assets for success.

So, while we are enjoying the benefits of social media, we need to remember that the real-life friendships and face-to-face interactions are equally valuable. A balanced use of digital and face-to-face interactions can immensely expand our communication capabilities and help us to utilise our full potential.

Mehtap Hisarciklilar-Riegler, Associate Professor, Staffordshire Business School

The Economic and Social Impact of Stoke City FC

The English Premier League is a global brand. Stories abound of travellers from Stoke-on-Trent travelling to far flung corners of the earth, getting into a cab, pub, or conversation and being asked; “Where are you from?” the traveller responds; “I am from Stoke” only to be told; “I know Stoke FC!”, a list of players is usually reeled out including Peter Crouch and co, and from then onward, the conversation takes on a new dimension of familiarity and friendliness.

Peter Crouch Goal Celebration


English Premiership Clubs have fans in all corners of the world. Jerseys are sold in Africa, Asia, the Americas, Europe and Australia. Matches are watched on all sorts of devices and football players are household names with kids dreaming of growing up to be like their heroes or even just meeting them someday.


Beyond the pitch however, there is another dimension that is closer to home. Football clubs are generating huge revenues and investing these in a variety of ways with a huge impact to their local economies. For example, Stoke FC’s revenue was £11 million in the 2007/2008 football season and then Championship promotion boosted the Club’s revenue even more from commercial, match day and broadcast streams. In the 2015/2016 Stoke FC’s total revenues rose to £119 million, making them the 9th in the Premier League. The growth in the Club’s income since joining the Premier League has enabled it to significantly increase its investment in the region and grow the profile of the Club and the city at home and abroad.  Some key regional and social impact statistics for Stoke FC for the 2015/2016 season are shown in Table 1.


Table 1: Key Regional Economic and Social Impact of Stoke City FC Statistics (2015/2016 Season)
2,391 international visits
119,000+ domestic tourists
£7 million visitor spending
301 direct Club employees (FTEs)
£1.3 million spent on local community initiatives
£29 million spent on Club supply chains (some local)


In addition to the impact highlighted in Table 1, the Club has also expanded its stadium to boost match day attendance and attract more visitors to the region, invested in players from the UK and abroad to extend the reach of its fan base to other areas of the globe, invested around £4million into its academy providing local young people with opportunities to develop their football careers at the Club, and invested in the Community Trust to work with the wider community to target individuals who want to get back into education, employment or generally improve their health or mental well-being.


Not only does success on the pitch attract visitors to the region who spend on travel, accommodation and food and drink, there is the indirect effect from the supply chain and the induced impact from increased employee spending. Analysis from Ernst & Young LLP shows that Stoke City FC generated a total Gross Value Added contribution of 132 million to the region during the 2015/2016 season. £108 million was directly contributed via the club and its tourism, a further £13 million was generated via indirect effects in local supply chains and £10 million was generated via induced effects. This activity also attracts businesses to locate their operations within the area.

Staffordshire University students and staff with Tony Scholes (CEO of Stoke FC)


Granted that a lot of the players might not live in the region, the activities of Stoke City FC resulted in an estimated £66million total liability to the Exchequer in 2015/2016. The presence of Stoke City FC also supported many FTE jobs in the regional economy during that period. 301 people were directly employed by the club, 853 people were employed by relevant supply chains, 401 people were employed via tourism to watch Stoke FC, and a further 682 were employed because of induced effects.


Beyond these, the Club supports a variety of initiatives to improve the lives of individuals and communities, working with a number of stakeholders including schools, local government and wider supporting organisations (e.g. the premier league). Community activities are delivered by Stoke City FC’s Community Trust (SCCT) which was founded in 1989 and became a registered charity in 2004. Ernst & Young LLP estimate that around 10,900 people have participated in community and charitable programmes in 2015/2016. 119,600 day trips were organised and 304 people have gained at least one qualification as a result of the Clubs initiatives. During the period under review, 10,246 hours of volunteering community work was done with the result of £8.7 million savings for the local community on physical wellbeing and £2.9 million savings on mental well being from increased physical activity.


With these key statistics, it is not hard to cheer for our local team. The sporting and commercial success of the Club in recent years, which includes breaking their transfer record twice in the 2015/2016 season, has allowed Stoke FC to further embed itself as a key member of our local economy. We at Staffordshire University will continue to cheer for the club. You should do the same too 😊😊😊!!!


What Goliath can learn from David

In Business Schools all over the country and beyond we tend to focus on large and often multinational corporations, and the overarching focus on providing shareholders with the greatest possible return on investment has been identified as one potential contributor to the 2008 financial crisis (see for example 

My current research leads to conversations with barbers, microbrewers, tattoo artists, baristas, tailors, street artists and denim heads who are participating in the resurgence of traditional trades rather than CEOs of multinational corporations. These entrepreneurs all have two things in common and that is the importance of having a trade and a purpose that goes beyond only making a living. They all refer to their colleagues as an integral part to their success, and they don’t define themselves as managers or leaders, but as master brewers or floor sweepers. They have an identity, authenticity and presence that go way beyond any suit and tie.

Talking with these individuals I am becoming more and more convinced that Goliath has much to learn from David. Whilst David believes in success with and through his people, Goliath too often believes in success despite of his people. Whilst David is acknowledging individual contributions, Goliath is often referring to staff as replaceable overheads. Whilst David is focusing on providing the best possible service or product, Goliath is more concerned about often meaningless and short term KPIs. Whilst David’s eye is on securing sustainable organisational success, Goliath’s is on personal short term success, sometimes at the cost of his very own existence.

Yes, David also needs to be successful and make a living, but he has a whole different approach to doing so which I believe Goliath can learn from.

Professor Rune Todnem By

The Importance of Employability Skills – Get Ready for Employability Challenge!

Without a doubt, one of the main challenges for students today is that different employers look for different sets of employability skills. However, it can be difficult for students to think about their employability skills whilst at university given busy schedules and pressure to meet assignment deadlines.

At Staffordshire University we take employability promise seriously. We want all of our students to graduate with the right employability skills and experience to enable them to follow their chosen career path. We promise our students to equip them with relevant employment skills and we deliver on our promise. We are proud about the fact that 97% of our graduates are in employment after graduating. When it comes to employability of our graduates, we are proud to be No. 1* in England for graduate employability. To achieve this, we work in partnership with many industry-leading organisations to help them tap into our home-grown graduate talent as well as helping students develop their employability skills through various initiatives and practices such as mentoring and work-shadowing. Global Entrepreneurial Week (GEW) event held at Staffordshire University every year plays the key role in equipping graduates with relevant work-related skills.

At Staffordshire University, we are committed to helping students maximise their employability and ultimately finding their dream graduate job, by offering a range of career-related events. In particular, GEW is an annual event at Staffordshire University that brings together a range of industry leading employers on campus during which students can meet and network with employers to find out about employment opportunities. Organised specifically for students, GEW and FutureFest event is designed to inform students about the future world-of-work. The Staffordshire University is committed to helping students maximise their employability, therefore the program is centred on topics that can help students succeed in every step of their career development process.

However, whilst we are committed to bringing leading business experts to share their expertise with students, there is also an expectation from students to actively participate in this event in order to get the most out of this unique opportunity for their career development. How to make the most out of this event? Network, network, network. Forward thinking students always have their CVs on hand to give out to potential employers. If you have never written a CV, you could get a professional help from the Career Office, who would assist you in writing a professionally looking CV, highlighting your transferable skills, and any work experience you have to date.

GEW and FutureFest event will provide students with an excellent opportunity to meet employers, discuss job opportunities, better understand career opportunities across various industries, get industry insights from recruiters, network with Industry leaders or simply get inspired. So, if you’re looking for your dream job or just looking to further enhance your employability skills, come along to GEW and FutureFest event held at Staffordshire University on November 13. We look forward to active participation of students in GEW and FutureFest 2017!

Dr Katerina Thomas, Senior Lecturer at Staffordshire Business School


*Joint with Bishop Grosseteste University, excluding specialist institutions. Source: DLHE 2017

What Next After Graduation?

Now you have completed an important journey of your life! It is truly a milestone and whether you have done it for yourself or for parents’/partner’s sake, the dedication, commitments and challenges have been great and will live with you for a very long time to come. From now on, anything that you wish to set as a target or challenge is within your reach! Some of you will be looking for jobs and others will make a decision whether to set another educational goal. A master’s degree perhaps, a PGCE or professional qualifications? Any and all are within your sight and sky is the limit for you! Whatever you would like to do, you are now the expert to confirm to yourself, yes, I can and I will do it…

Just to let you know that Staffordshire Business School offers a wide range of Masters degrees, just to mention few: MSc Accounting and Finance, MSc Digital Marketing Management, MSc International Business Management, MA Human Resource Management and MA Strategic Human Resource Management. Most of which attract a student finance loan of £10,280 to pay for the fees and your living costs. Because the University wanted to make it easy for those who wish to further their study, it set the Masters fees so low! Therefore, the £10,280 student finance loan is more than enough to pay the fees and goes a long way to cover significant part of your living expenses. For example, the fees for the MSc Accounting and Finance is £6,200 (for Home and EU students). The recipients of £10,280 from student finance will be left with £4,080 after paying the fees which they can use towards their living expenses!

Remember, if you are still finding it difficult to make this strategic decision about your future, your ‘former’ personal tutor, course leader and all other staff who taught you are only too pleased to discuss this with you. Of course the Postgraduate course tutors are there too to provide further details about their particular course.

Being the Connected University, the message is simple, do not hesitate to get in touch!

Arshad Hussain, Senior Lecturer at Staffordshire Business School.

Do not waste your time with useless SWOT analysis

How to conduct a SWOT analysis perfectly to boost your business!

SWOT is a simple and popular tool for businesses – everyone knows it. Therefore you can find it in a lot of books, blogs or trainings – business students learn about it everywhere. Most entrepreneurs conduct at least one before launching their business, most of which are far from perfect. Most of which are far from perfect.

The secret of the perfect SWOT is the analysis. Which means that you have to invest time and effort. It is not an idea-generation tool. SWOT is a strategy development tool – therefore it is not enough to collect some ideas for each area. SWOT may be simple – but not easy.

Why does your business need a SWOT analysis?

SWOT analysis is a strategy development method – it is indispensable for any new business. Specification of the objectives of the enterprise, identification of external and internal factors that have an impact on the success and positioning yourself in the market – these cannot be achieved without SWOT analysis. Even if you do not write down you have (sort of) a SWOT in your mind. With identification of the strengths and weaknesses it determines every marketing decision.

SWOT analysis is a strategic planning tool, therefore it is a must before starting your business planning. It is not just for new businesses, it is a vital part of any marketing plan. The environment, the customers, the competition are constantly changing, therefore you should update your SWOT regularly. SWOT analysis is a perfect tool to assess the effectiveness and determine the future of the organisation.

When you diversify your business or enter new markets – you need a marketing plan for that. One market – one strategy. B2C/B2B, different countries, digital – the markets are different. SWOT is a tool for strategy development, therefore any new market means a new SWOT.

It is also a good feedback for your team (and for you), it can function as a starting point for team discussions about the future in a specific business situation. Though the factors are mostly factual, their evaluation may be subjective.

You may not always conduct SWOT, but when you do, do it right.

Steps of the SWOT
Identification of the factors. Or data collection. Every SWOT analysis begins with the examination of the company and exploration of its environment: you have to identify the strengths and weaknesses and spot the threats and opportunities outside. Most of the students stop here, but this is a mistake. Because there is one more step.

Scrutiny of the factors (aka analysis). You should evaluate and classify your findings. Are you able to answer these questions:
– Why is this factor relevant? What is the impact of this?
– How can we use this factor in our strategy?

Identification of the factors – sources of information for SWOT
1. Customer data and feedback. The number of prospects, contacts, leads, clients and repurchasing clients. The structure and the activity of your customers. Customer value (Do you know it?) as the most important one. The feedback from customers in any channels: from social media to formal complaints.
2. Performance indicators and team feedback. Production rates, growth, market share, RoI. Campaign indicators: reach, activity (e.g. shares), cost per lead, website data (unique visitors, bounce rate, time spent, shopping cart abandonment), mail/advertising response rates. Personal indicators of your team.
3. Your financial performance – sales results, income, value of the company, investment, or any other information about the financial background and resources.
4. Market research – collect customer information (primary/secondary, qualitative/quantitative). Check forums, blogs, social media. Conduct a questionnaire survey. You can also research the supply chain or any other stakeholder group.
5. Information from the competitors. Public information: price lists, homepages, social media sites, stores and web shops, advertisements, publications, financial reports. Request proposals, use their services.
6. Your mission, objectives, marketing and financial plans, previous analyses.

In the SWOT you summarise your findings by grouping them into four areas: strengths, weaknesses, threats and opportunities. Threats and opportunities are mostly external factors and trends, while strengths and weaknesses focuses on the business itself. The result is something like this:

Click here to download a SWOT template!

Do not stop here. Your SWOT is not ready yet. The SWOT is an analysis, you still have work to do: the analysis itself.

Scrutiny of the strengths and weaknesses
To evaluate them, first you have to answer three questions:
– Is it a competitive advantage?
– Are you really good at this?
– What is the perception of the customers?

High quality products can be a real strength of the company, but if the competitors (or some of them) are producing the same high-quality goods then quality does not differentiate your business. Should you even classify this as a strength? Yes. It is important to understand if you are good at something. Your team also need feedback (Your sales have a 90% closing rate, your customer satisfaction is close to 100% – can you tell your team that they are not a strength for the company?).
However only competitive advantages can give you the upper hand against your rivals. When anyone can achieve this, it becomes a necessity for the market.

Even if you are the best you still can improve. It is essential to understand that you are better than the competitors, but if your customers are not satisfied, you should improve. Can a 40% repurchase rate be a strength? A 4% sales funnel conversion rate? An 85% cart abandonment rate?
You can classify it as a strength – you can be the best with them – at this specific situation. Temporarily. But the decisions should be different in the case of a real strength of the company compared to a competitive-only strength.

It is also vital to examine the perception of customers. An unknown, but existing strength requires different actions than an alleged but non-existent one. Customers can draw conclusions without knowing the facts, for example perceived quality of a product is highly related to its price, country of origin or the retailer. Perceived value (→ satisfaction) of a product is based on customers’ expectations. Cognitive dissonance distorts our perception, customers are not rational.

When you are ready with this, take a look at the whole picture.
Which are the most important strengths of the company? Which are unique? Where to improve, what to communicate? Can the business save money on some strengths?
Can you deal with all the weaknesses at the same time? Is it vital to improve any of them for the survival of the company? Can something compensate the weaknesses?
You can use ABC (Pareto) analysis to classify your factors.

Draw your conclusions for strategy – you can start thinking about the implications here. What are the consequences of these factors to the strategic level of 4Ps? Branding, pricing strategy, communication strategy, product portfolio, partnerships – most of them are determined by the strengths and weaknesses.

Do not forget to communicate / discuss this with your team. It can be important feedback for them, a recognition of their results. You can also set targets with them.

Scrutiny of the threats and the opportunities
As for the opportunities, the most important question is the prerequisites. What should you do to capitalise on them? How can you make full use of all the opportunities? Can you start working on them now? Do you need money, knowledge, licence – or any other resource before you can act? What steps lead the opportunity to become reality?

Threats are more difficult. You should know:
– the odds of their occurrence
– the consequences (potential impact of occurrence)
– ways of prevention / protection

Rank them by importance (multiple the odds and impact): those with high impact or high probability need immediate action (prevention or preparation). The identification of the most vulnerable points will influence your marketing. Focus the company’s resources to the critical factors, and do the easy and obvious only for the rest.
It is also important to examine what you can do. Some threats can be avoided, others certainly become reality sooner or later. The objective of the analysis is to be ready. To understand the options and start acting. Sometimes it is just monitoring the environment and setting up triggers (reacting behaviour) – sometimes it is leading the changes (proactive behaviour).

Do you really need to conduct a quality SWOT analysis?
The real question is this: do you need any marketing for your success? Sometimes business works without marketing or DIY.

But whenever you work with a marketing expert, a consultant or an agency, you have to make sure that they understand your business and goals. SWOT – a quality one – is a good starting point for cooperation.

Andras Kenez, Lecturer in Marketing

Any questions? Email

So you’ve graduated – now what?

5 top tips for new graduates from Senior Lecturer Angela Lawrence

Three years of study have come to an end, exams are over, the university board has sat, results announced and graduation is looming. It can be a worrying and scary time for many graduates as the intensity of those final assessments has been all-consuming for weeks and months. All of a sudden everything is over. There’s quite a gap in your life that you need to fill and you may be floundering and wondering what’s next. If you were smart, you began applying for graduate jobs at the beginning of the year, but even so, you may not yet have bagged the job of your dreams.

Here are a few tips to help you to stay focused on securing the graduate employment that you deserve:

  1. It’s a numbers game

Statistics suggest that 39 graduates apply for every advertised graduate position. So you are up against around 38 ex-students who are applying for the same jobs as you. Don’t be too hard on yourself if it takes a while and you feel like you spend half of every week filling in applications – it’s a numbers game, the more jobs you apply for the better chance you will have of securing the role that’s right for you. Keep believing in yourself and keep on searching through the jobs sites; sooner or later your time will come.

  1. Perseverance is key

Don’t give up – NEVER give up! You have worked hard to earn your degree and you deserve to get a graduate position. Okay, you may have to accept a job that is less than what you want in the first instance, to make ends meet, but do not stop seeking out and applying for graduate positions.  It took three years to get your degree so it may take three months or more to secure that job that you are after.

  1. Keep in work

Work, work, work…and keep working! You may only be working part-time, working to help out a family member’s business or working as a volunteer, but you must keep working. Having that evidence on your CV that you have a strong working ethic speaks volumes to potential employers. Furthermore, you are probably practising a multitude of transferable skills, whatever the role. Skills that employers want to hear about, such as good timekeeping, the ability to work independently or as part of a team, the ability to be trusted, accuracy and attention to detail.

  1. Ask for feedback

If you have applied for a job and had no response within indicated timescales, then ring the company up and ask them if they have shortlisted applications yet. If they have and you are not on the list, ask them if they would mind telling you what the criteria for shortlisting was, so that you know for next time. If you actually got to an assessment board or had an interview, but were not successful in being offered the job, you must ask for feedback. It may simply be that another candidate had more relevant experience, or it may be that you find out it was something that you were lacking, that you could work on before your next interview. It may be the way you interviewed, possibly nerves were showing. So practise makes perfect and you now have that knowledge to help you to prepare yourself better for your next interview.

  1. Network

The saying goes “It’s not what you know, it’s who you know”. This is never more true than in the game of job hunting. It is stated that ninety-three percent of recruiters use LinkedIn for recruitment. So if you haven’t got a professional LinkedIn profile, you’re missing a trick. Join your alumni LinkedIn group and network with alumni who know only too well how hard it is to find that all-important break in the job hunting market. But offline networking can be equally important. Check out the local networking opportunities with your local Chamber of Commerce, and seek out recruitment fairs in your local area or in the region in which you would like to work.

A final tip for Staffordshire University graduates – don’t forget that you have access to our online careers portal, eCoach following graduation. Our Careers Network services are available to you for as long as you need them. Your lecturers and personal tutors will be happy to provide you with references, so good luck and we know you’ll do us proud!