Our new study tracks brands in key sectors based upon their recommendability via content online.

We live in a Web 2.0 world, where online content is a key source of brand reputation - good or bad - increasingly driving offline conversations and - ultimately - consumer decision-making.

So what does the online recommendability league table looks like at present?

In 2007 we took the logic of the Net Promoter Score (NPS) to the next level and developed the Kaizo Advocacy Index, a study that tracks brands in key sectors (food, software, airline, automotive and beauty) based upon their recommendability via content online.

The results provide a real indicator of likely business challenges based on comparative recommendability and highlight the need for all organisations and businesses to:

- Value and protect their online reputation
- Plan for the reputational risks and benefits of Word-of-’Mouse’; and
- Engage with online influencers to stimulate and influence the right kind of Web content.

Spring Group, one of the UK’s leading human capital management companies, has brought in Kaizo PR to re-launch its ‘Best People’ brand to the IT industry.

‘Best People’ is a specialist technology recruiter providing highly skilled specialist candidates such as systems analysts, network and security specialists and those with skills in infrastructure architecture. The focus of the campaign will be to re-establish the brand with the industry and to position it as understanding the issues that IT managers face in today’s business environment.

Spring Group comprises several businesses specialising in contract and permanent IT, technology and telecoms recruitment and staffing services as well as office and industrial staff, workforce management solutions, Recruitment Process Outsourcing (RPO) and Total Resource Management (TRM).

Kaizo will also be supporting Spring Group with other brand building activity as it looks to develop its presence in the key HR and IT media channels online and offline.

Seb O’Connell, sales and marketing director of Spring Group, said: “Our market can be very fragmented, so we are looking to our PR activity to differentiate as well build awareness. Our business is traditionally very sales focussed and we are excited about how this new focus on PR will support our client and candidate recruitment going forwards.”

Rhodri Harries, managing director of Kaizo, said: “Recruitment is clearly a challenge across all industries at the moment and we are excited about our role to help Spring’s brands rise above the competition in this highly competitive market. Our integrated activity for this campaign will position the Best People brand with its core IT audience by tapping into the softer skills of its candidates as well as key specialist knowledge.”