Freshly Squeezed: Issue 12

Hey there lovely subscribers (and 2025 - eek!),

We're back and somehow we're almost at the end of January... who let that happen?

It's time for another juicy edition of Freshly Squeezed and as per, we have a jam-packed schedule to get through so buckle up.

This month, we're diving straight into the power of storytelling, AI and multi-channel campaigns - it's quite the mix and all of it is relevant for the eager marketers looking to get their strategy set for the year ahead.

We're spilling the tea on why case studies are the ultimate secret weapon and aren't just about pretty numbers. Plus, we're uncovering the hottest marketing trends for 2025 - think ABM, hyper-personalisation and the power of personal branding.

Oh, and ever feel like your multi-channel campaigns are a bit of a whirlwind? Don't worry, we've got a handy new blog where we break down the metrics that really matter and share some practical advice to help you measure success as accurately as possible.

And that's not all! We've also got a brand new Growth Bites episode, featuring the incredible Duncan Swainsbury from Bounceback Food CIC . He shares lots of details on their inspiring mission to tackle food poverty and how they're making a real difference in communities.

So grab a cuppa, get comfy and let's get started, shall we?

Also, we would love you to subscribe if you haven't already - we publish a new edition of Freshly Squeezed once a month and we have so much in the pipeline for 2025 that we cannot wait to share with you!

??? What's The Latest?

Here's a roundup of the latest news we've been talking about at Marmalade HQ:

• Think thought leadership is too time-consuming or complicated? LinkedIn begs to differ: The platform has tackled four common myths stopping professionals from sharing their thoughts - like thinking you need groundbreaking ideas or hours of spare time. Spoiler: You absolutely don't. If you've ever hesitated to post, this article outlines how to overcome those barriers and make your voice heard. After all, who better to guide your LinkedIn strategy than LinkedIn itself? Read the article here.
• What's Next for Social Media? Social media is always changing and 2025 is shaping up to be another year of big shifts. From Instagram retaining its top spot for product discovery to the rise of AI-powered workflows, Lia Haberman 's roundup of predictions has plenty for marketers to chew on! Take a look here.
• LinkedIn is stepping up its game with AI-powered tools to transform the job search and recruitment process: For job seekers, the new Job Match tool analyses your profile, compares it against job listings, and offers tailored advice—like skills to showcase, courses to take, or even drafting your cover letter. Premium users get extra perks, including seeing where they stand among other applicants and being flagged as a "Top Applicant." For recruiters, LinkedIn’s AI Agent is here to simplify job postings for SMBs, helping smaller businesses connect with candidates more efficiently. With these updates rolling out, LinkedIn is giving both job seekers and recruiters smarter ways to stand out in 2025. Read more here.

Our Insights

Why Storytelling and Case Studies Are Recruitment Marketing Supertools

"Who knows about this?"

That's the first question we ask when a client shares a success story. And 99% of the time, the answer is, "Nobody." *bangs head on desk*

In recruitment marketing, trust is the ultimate currency - and case studies are your secret weapon. They build credibility, humanise your brand, and demonstrate your expertise in a way no generic content ever could. Prospective clients are far more likely to engage with proof of your impact, and storytelling makes your wins unforgettable.

Whether it’s a video testimonial or a really detailed narrative, case studies do more than look pretty and sell some numbers - they connect, convert, and create long-term advocates of your business. It's a no-brainer and so is reading this brilliant blog from Debbie Howsam .

Read all about it here.

What Marketing Trends Will Grow in 2025?

Recruitment marketing in 2025 is about precision, not noise. In his latest blog, Paul Rawson highlights key trends shaping the year ahead, including the rise of Account-Based Marketing (ABM), hyper-personalisation, and the growing influence of personal branding. As Paul explains, “ABM means marketing is focused on a number of targeted accounts—the ones the best recruiters already know and have mapped.” It’s about working smarter to ensure every touchpoint counts.

From leveraging podcasts to build relationships to integrating AI for richer, more personalised experiences, the blog dives into strategies designed to help recruitment businesses thrive in a fast-evolving landscape. Ready to refine your approach?

Read the full blog here.

How to Measure the Success of Multi-Channel Campaigns in Recruitment

Ever feel like your multi-channel campaigns are all activity and no clarity? From juggling email, social media and paid ads to creating job board posts and tackling a never-ending stream of "urgent" requests - recruitment marketers have their hands full! But how do you know if all that effort is actually working?

This blog breaks down the metrics that matter, beyond vanity stats. Claudia De la Cruz MCIM walks you through it all, from pinpointing conversion rates and assessing lead quality to attribution and ROI - it's absolutely packed with practical advice to help you understand what's driving results.

Read Claudia's blog here.

?? The Growth Bites Podcast

How Bounceback Food is Tackling Food Poverty

In this episode of Growth Bites, Jo Perrotta sits down with Duncan Swainsbury , Founder and Managing Director of our fantastic partner Bounceback Food CIC , to discuss the incredible mission and evolution of their not-for-profit method of tackling food poverty. From their innovative buy-one-give-one model to opening community kitchens and teaching cooking skills, Duncan shares how Bounceback is creating long-term solutions for those in need.

Duncan also dives into the challenges of running a sustainable food organisation, the vital role partnerships play in their success, and their ambitious plans to scale nationally.

Listen to the episode here.

Thanks for joining us for this edition of Freshly Squeezed! Want more insights like these delivered straight to your inbox every month? Be sure to subscribe and never miss out on the latest from us. Until next time!