Monday, 24 January 2011


Recently I have been there first hand to witness the devastating effect that job cuts can have on employees and the negative atmosphere it can create within an organisation. When budgets are squeezed and staff are being laid off and you're left with the 'lucky' ones who have managed to survive (this time) can you really blame people for wondering who's next? Understandably it creates a terrible atmosphere full of whispers and an each for their own mentality which can be detrimental to business.

I am left wondering whether less money means less chance of success. Obviously this depends on which sector you are in, the scale of the job cuts and the skill and attitude of your workforce but in general terms does throwing money at something guarantee that it will work? Sometimes it may well do but this is certainly not a hard and fast rule. In marketing and communications I believe that money doesn't always equal success and I have seen small scale campaigns which have been far more imaginative and effective than those done by huge multinationals that have a much bigger budget to play with.

The best example that I can think of to demonstrate this is when a small Tourism board promoting a little known island off the Great Barrier Reef started a marketing campaign called The Best Job In The World. It created a huge amount of media attention and was a great tool to promote the Island. There were 34,000 video entries and when they did eventually recruit the campaign didn't stop there as the winner Ben Southall then began blogging about his new adventures. The campaign has done wonders for the Island and demonstrates how something great can be achieved on a relatively low budget. I think that sometimes not having so much money to play with forces you to think outside the box and push the boundaries to make your campaign stand out from the crowd