Businesses of all sizes face an ever-growing array of cyber threats. These threats can compromise sensitive data and operational continuity. Cybersecurity measures are no longer optional but crucial to protect information, maintain trust, and comply with regulations. Investing in proactive strategies reduces the likelihood of costly breaches and reputational damage.

The rise of cloud computing, remote work, and interconnected devices has expanded the potential attack surface for cybercriminals. Threats such as ransomware, phishing, and insider breaches can affect productivity and erode customer confidence. Organizations that adopt robust cybersecurity protocols gain a competitive advantage by safeguarding their assets and operations.

Developing a comprehensive cybersecurity strategy involves assessing risks, implementing preventative measures, and fostering a culture of security awareness. Businesses that prioritize cyber hygiene reduce vulnerabilities and respond more effectively to incidents. This guide explores critical practices for protecting your business and highlights advanced solutions to mitigate emerging threats.

Understanding cyber threats

Cyber threats come in various forms, each requiring specific countermeasures. Malware, ransomware, phishing, and social engineering attacks target vulnerabilities in systems, networks, and human behavior. Awareness of these risks is the first step in effective protection.

Attackers increasingly use sophisticated techniques to bypass traditional defenses. Automated tools and AI-driven attacks can infiltrate networks quickly, making early detection crucial. Businesses must combine technology and human vigilance to mitigate potential breaches.

Evaluating risk involves analyzing system weaknesses, data sensitivity, and operational impact. Prioritizing critical assets ensures resources are allocated effectively. Understanding threats lays the foundation for a resilient cybersecurity program.

Implementing advanced encryption methods

Encryption is a fundamental pillar of data protection. Properly implemented, it renders information unreadable to unauthorized parties, safeguarding communications, databases, and transactions. Businesses that rely on outdated or weak encryption risk exposure to modern attack techniques.

Emerging threats, such as quantum computing, challenge current cryptographic standards. You should adopt Quantum safe encryption to safeguard your data and future-proof sensitive information. This approach combines advanced algorithms with established best practices to maintain long-term security.

Regularly updating encryption protocols and monitoring performance ensures resilience against evolving threats. Integrating encryption across devices, servers, and cloud platforms provides consistent protection. Businesses that prioritize secure data transmission gain greater confidence in operational integrity.

Building a multi-layered security approach

Relying on a single security measure is insufficient. Multi-layered security combines firewalls, intrusion detection systems, endpoint protection, and secure access controls to create redundancy. Each layer addresses different vulnerabilities, reducing risk.

Employees play a critical role in implementing multi-layered defense. Security awareness training educates staff about phishing, social engineering, and safe data handling. Combining technological defenses with human vigilance strengthens organizational security posture.

Periodic testing and auditing of all layers ensure effectiveness and identifies gaps. Vulnerability assessments, penetration testing, and compliance checks validate system integrity. A layered approach provides flexibility and adaptability to emerging threats.

Securing remote work and cloud environments

The widespread adoption of remote work and cloud services introduces additional security considerations. Data transmitted over public networks, shared devices, and third-party platforms is susceptible to interception and compromise. Businesses must implement strong authentication, secure VPNs, and access management policies.

Cloud service providers offer built-in security features, but organizations remain responsible for data protection. Configurations, user permissions, and encryption practices must align with organizational policies. Mismanagement of cloud environments often results in preventable vulnerabilities.

Remote work requires employees to follow strict security protocols. Personal devices should meet corporate security standards, and multi-factor authentication should be enforced. Education and monitoring maintain consistent protection outside traditional office settings.

Developing an incident response plan

Despite proactive measures, breaches may still occur, making an incident response plan critical. A structured approach enables organizations to detect, contain, and recover from attacks efficiently. Preparedness reduces downtime, financial loss, and reputational damage.

Plans should include clearly defined roles, communication protocols, and escalation procedures. Regular simulation exercises test readiness and highlight areas for improvement. Documented lessons learned strengthen future response efforts.

Key components of an effective plan include:

• Identification and categorization of incidents
• Containment strategies to limit impact
• Recovery processes to restore systems
• Post-incident review for continuous improvement

Proper planning ensures swift, organized, and coordinated actions during cybersecurity events.

Employee training and awareness

Human error remains a leading cause of security breaches. Comprehensive training programs teach employees to recognize phishing attempts, secure passwords, and follow best practices. A culture of awareness fosters collective responsibility across the organization.

Regular refresher courses and simulated attack exercises reinforce key concepts. Employees become adept at spotting suspicious activity and following incident reporting procedures. Engaged, knowledgeable staff significantly reduce organizational exposure.

Leadership involvement ensures security remains a priority. Policies should be communicated clearly, and adherence monitored consistently. Empowered employees complement technological defenses to maintain robust security.

Regulatory compliance and data protection

Businesses must navigate an increasingly complex regulatory environment. Compliance with standards such as GDPR, CCPA, HIPAA, and industry-specific mandates safeguards data and mitigates legal risks. Failure to comply can result in significant fines and reputational harm.

Audits, documentation, and adherence to best practices are important. Implementing consistent policies ensures ongoing compliance and builds stakeholder trust. Cybersecurity measures aligned with regulatory frameworks demonstrate accountability and operational excellence.

Proactive organizations integrate compliance requirements into security planning. Policies regarding data handling, retention, and protection become operational priorities. This proactive approach reduces exposure to legal and financial penalties.

Cost-benefit analysis of cybersecurity investments

Investing in cybersecurity involves upfront costs, but the long-term benefits often outweigh expenses. Effective protection prevents costly breaches, operational disruptions, and damage to reputation. Businesses that adopt a strategic approach optimize both security and financial outcomes.

Budget planning should account for technology acquisition, employee training, monitoring tools, and incident response resources. Prioritizing high-risk areas maximizes return on investment. Investments in security reduce the likelihood of catastrophic losses.

Integrating cybersecurity into corporate strategy reinforces its value. Leaders should view protection as an important operational component rather than an optional expense. Well-planned security initiatives safeguard assets, employees, and customer trust.

Cybersecurity is a critical component of modern business strategy, safeguarding sensitive data and operational continuity. Implementing multi-layered defenses, advanced encryption, and proactive monitoring reduces risk and strengthens resilience. Employee training, regulatory compliance, and incident preparedness create a comprehensive protection framework.

Businesses that adopt emerging technologies can future-proof critical information. Combining technology, human vigilance, and regulatory adherence ensures sustained security. Organizations that prioritize cybersecurity maintain trust, productivity, and competitive advantage.

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As threats grow more advanced, companies are increasingly questioning whether to hire a full-time in-house security manager, or rely on an outsourced Virtual CISO (Chief Information Security Officer). Each approach offers unique strengths that influence cost, flexibility, and long-term resilience.

The choice you make can define how effectively your business responds to emerging risks and evolving compliance demands. Follow along to see which option best suits your organisation’s security goals.

What a virtual CISO brings to your business

A virtual CISO, or vCISO, offers senior-level cybersecurity expertise on a flexible, outsourced basis. Instead of hiring a permanent executive, your business can gain access to professionals who have managed security for many organisations. So, hiring a Virtual CISO advisory service, such as the one offered by Equilibrium Security, gives you access to experienced specialists who design tailored strategies that align with your goals and regulatory obligations.

The main advantage of a vCISO is flexibility. They operate remotely, often part-time, providing strategic leadership without the full cost of an in-house executive. This approach suits small and medium-sized businesses that can’t justify a permanent CISO but still need enterprise-grade support.

The flip side: why businesses still value in-house security leads

An in-house security lead still remains an essential role for organisations that require direct, day-to-day oversight. They handle internal policies, lead security teams, and coordinate rapid responses to incidents. Having someone on-site allows for faster communication and a deeper understanding of company systems, culture, and priorities.

However, it goes without saying that maintaining an in-house lead comes at a higher cost. Salaries, training, and recruitment expenses can add up quickly. Skilled professionals are also in high demand, making it difficult to retain top talent. Still, an in-house lead offers stability, continuous presence, and real-time decision-making which are valuable traits for large organisations managing complex infrastructures.

Expertise vs cost

A Virtual CISO brings wide-ranging experience gained from working with clients across different sectors. This exposure enables them to recognise risks that internal teams might overlook.

They can scale their involvement based on your current needs by providing more support during audits, incidents, or system upgrades and stepping back when demand is lower. This flexibility ensures your business only pays for what it needs while maintaining high-level security insight.

Meanwhile, an in-house security lead is fully embedded within the organisation. They understand your operations intimately and can influence behaviour across departments.

Their proximity allows for immediate collaboration and stronger internal relationships. Yet, compared to a Virtual CISO, they may have limited exposure to evolving external threats as their experience focuses solely on one business environment.

Weighing them up

Deciding between a Virtual CISO and an in-house lead depends on your company’s structure, size, and security priorities. If your business requires consistent on-site leadership and operates within heavily-regulated industries, an internal lead may be better.

Conversely, if you’re seeking flexible, expert-driven support without committing to full-time costs, a Virtual CISO advisory service provides scalable expertise and trusted guidance from industry professionals.

Both roles serve the same goal of protecting your organisation’s data, reputation, and operations. The right choice depends on how you balance cost with control. Whichever model you choose, expert leadership is the key to staying ahead of emerging threats. A well-guided strategy today is what keeps your business secure tomorrow.

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This is despite the fact that discriminating against someone for their age is illegal. Here’s how to create the best CV and avoid being judged on your age when you’re over 50.

According to the Office for National Statistics, Britain’s unemployment rate climbed to 4.7 % in the three months to May 2025, leaving about 1.67 million people without work. 

Over the same period, the number of job vacancies fell by 56,000 (a 5.8 % drop), reducing the total to around 718,000 open roles.

It’s tough out there.

Remove non-essential information

Under the Equality Act of 2010 it’s illegal to discriminate against someone based on age, so you don’t have to state your age if you don’t want to. Employers should choose the individual best suited to a role, so allow your skills, experience and passion to take centre stage instead.

Your specific address (general location is fine), personal circumstances and photos can also be removed. These don’t explain why someone should hire you. Instead, fill valuable space with detail that will show off your skills. Speaking of which…

Restrict CVs to two pages – absolute maximum

Job searching is extremely competitive. At best, recruiters spend around seven seconds to scan a CV; increasingly it’s more likely they’ll use AI to do it for them. So applicants need to stand out as quickly and clearly as possible. Highlighting your skills, experiences, and interests in a concise manner is more likely to maintain interest.

Buzzwords and templates

Don’t waffle, or fill your CV with buzzwords and nonsense. Even if you work in marketing. Also, CVs should be tailored to each job, using only the relevant skills for the application. Research each vacancy beforehand to handpick the best skills to target and jumpstart you higher up in the list.

Emphasise experience over age

Experience is often preferred to education. Showing you have years of developed skills is better than a list of qualifications or degree in something less relevant. Strike a positive tone and list key abilities before academic qualifications on your resume for the recruiter to see this first.

Include a professional summary

An even better way to grab attention from the get-go is to start with a professional summary: a concise (no waffle!) overview of you and your talents. The benefit of this is the hirer has everything they need in a tightly worded package. They can explore further once you’ve grabbed their attention.

Enjoying this article? More of an entrepreneur? Maybe you’d like this piece about raising investment for your own business

Sell your technical skills

Employers need to know that you’re as technically proficient as someone 20 years younger. Prove that you’re up to date with the latest tools and platforms by including them in your CV. This includes skills you’ve learned in lockdown – research shows it can take as little as 10 days to learn a new technical skill. Both Google and LinkedIn offer free courses, but a search on the web will turn up plenty of learning opportunity.

Just remember to avoid unnecessary jargon or ‘inside lingo’ that some hirers may not understand, and break up technical content with softer skills to add a human feel.

Network, network, network!

Most job applications are now online which, depending on your expertise, may not be ideal. But that doesn’t mean it’s what you must rely on. Also referred to as the Hidden Job Market, some research suggests as many as 70 per cent of jobs aren’t even posted online or shared publicly. If you’re used to the word-of-mouth approach to secure a job then keep practicing this alongside online applications.

If content is King, then design is its Queen

How a CV appears is just as important as the information it provides, so a good visual balance will mean the reader focuses on what matters the most: your qualifications. Keep your CV polished by incorporating bullet points, short summaries, and a mix of formats for clarity. Make it visually pleasing but avoid overly elaborate designs.

And finally, should you use AI to write your CV?

There’s no reason why you can’t get Chat etc to help you get started, or make drafts or suggestions. But don’t just hand the whole job over. Edit your CV, make sure it has your tone of voice. Employers can spot AI, and many might not be keen if they think you can’t be bothered to even write your own resume. But yes, AI is a great tool in your CV building arsenal, used well.

Thanks to the experts at Resume.io for this advice on resume building

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Let’s be real here; It’s not easy. You need a strategy. You need to be consistent. And you need to understand how the writing industry really works.

The good news? Writing careers can be the real deal. Professional writers can earn upwards of £57,000 per year, according to industry data. That’s not bad at all.

The bad news? The majority of aspiring writers never make it. They try for a few months, get frustrated, and quit. The difference between those who make it and those who fail?

The ones who treat their writing careers like businesses, not hobbies.

Here’s what you should learn…

• Finding your writing niche
• Building multiple income streams
• Creating a portfolio that gets results
• Setting rates that pay the bills (without feeling like you’re ripping people off)

Finding your writing niche

Your writing niche is one of the most important aspects of your writing career. It’s where you’ll focus all your efforts, hone your skills, and position yourself as an expert.

The trick is choosing the RIGHT niche. Would you rather compete with millions of other general writers? Or would you prefer to be one of the few who specialise in a specific area?

It’s a no-brainer.

Your niche will impact everything from your rates to the type of clients you work with. When starting out as a writer many people make the mistake of thinking a specific niche will close doors. In fact, it’s the exact opposite.

Specialisation = Expertise
Expertise = Higher Rates

A writer with a strong grasp of ecommerce SEO copywriting can charge three times more than someone who writes generically.

It’s the same for technical writing, copywriting, or any other specialised niche.

Here’s what works…

Choose a niche that interests you. If you’re genuinely passionate about a topic, research will be easier, and you’ll have the motivation to power through when projects get challenging. Look for industries with larger content budgets like tech, finance, and healthcare.

If you’re working on books? Use a title generator for book projects to make coming up with your own titles a bit easier. If you’re making the jump from writing articles to nonfiction book writing, it’s one of the most helpful ways to develop a versatile writing career across different mediums and formats. It comes down to versatility within your chosen niche whilst maintaining the level of expertise and authority that gets clients in the door to work with you.

Building multiple income streams

One of the best things you can do for your writing career is diversify your income streams. Relying on one source of income is a one-way ticket to the danger zone.

Smart writers know this. That’s why they don’t put all their eggs in one basket. Diversification means building multiple streams of income that support one another.

The foundation should always be client work. As you build your business, consistent writing projects provide stability and cash flow. Many writers work both freelance gigs and long-term retainers who pay a monthly retainer for a set amount of content.

But don’t stop there…

Digital products are another great way to build an income stream. Consider eBooks, courses, or even templates. Digital products provide passive income. You sleep, they bring in cash. Experienced writers even monetise their skills as coaches and consultants.

The beauty of having multiple streams of income is avoiding redundancy. If one dries up, you’re not frantically searching for clients to cover your rent. You have backups ready to fill the gaps.

Creating a portfolio that gets results

Your portfolio is your sales funnel. A strong portfolio lands you quality clients. But most people get this wrong… Too much quantity, not enough quality.

Three killer samples will beat twenty mediocre ones every time.

Here’s what you need to include in your portfolio…

Pick samples that showcase your best work. In your chosen niche, include pieces that demonstrate your skills and expertise. Real client results are best. Did your article drive traffic? Generate leads? Include those metrics.

Don’t have client work yet?

Write spec pieces. Craft sample articles for imaginary clients in your target niche. Make them look professional, then publish on your own blog.

Keep your portfolio current. Remove old work that doesn’t represent your skills and add new samples regularly. You want to show you’re active and improving.

Easy to find? Yes. Host your portfolio on your website. Keep it simple and clean. No one wants to dig around to find your work.

Setting rates that pay the bills

This one is critical…

Know your worth, and never undersell yourself. The biggest mistake new writers make is lowballing their rates.

If you charge too little, you only get clients who don’t value quality. It results in twice the work for half the money, and before you know it you’re burnt out.

Here’s the reality…

Rates need to cover your living expenses plus overheads. This includes taxes, subscriptions, software, marketing, and professional development. According to recent industry data, there are about 13,400 job openings for writers projected each year.

A good place to start is calculating your Minimum Viable Rate. What’s the absolute lowest you can charge and still survive? That’s your floor. Don’t go below this.

As you gain experience and confidence, increase your rates periodically. Every new client is quoted your current rate. You can increase existing clients annually 10-15%.

Clients who value quality will pay. The ones who baulk at fair rates aren’t worth your time in the first place.

Developing systems for success

Successful writers aren’t a random collection of one-offs. They have systems. Repeatable processes that make their careers predictable and scalable.

Create templates for everything. Pitch emails, project proposals, invoice reminders… none of these should be written from scratch every time. Planning is everything. A content calendar keeps you consistent and reduces decision fatigue. Block out time for client work, marketing, and skill development.

Automation is your friend. Set up automatic invoice reminders, use scheduling tools for social media, create email sequences for new clients.

Track time and income. You need to know how long projects take and which clients are most profitable. This data helps you make smarter business decisions.

Investing in continuous learning

The writing industry is always evolving. What worked five years ago? It will change. Long-term successful writers invest in their own continuous improvement.

Follow industry blogs, writing communities, and virtual conferences to stay current. It helps you see the bigger picture and position strategically.

Learn the adjacent skills that make you more valuable. SEO basics, content strategy, or social media marketing will make you more attractive to clients.

Invest in training and courses. Whether it’s to improve your craft or learn business skills, education is an investment. The writers who consistently invest in themselves earn more over time.

Read, read, read. Widely. Great writers are great readers. It expands vocabulary, exposes you to different writing styles, and helps with generating new ideas.

Managing the business side

Your writing career is a business. Treat it as one if you want sustainable success. This means managing your finances, marketing yourself, and maintaining client relationships professionally.

Track your expenses and set aside 25-30% for taxes. Keep records of business expenses for deductions.

Market consistently. Don’t wait until you need work. Build relationships, network, and stay visible even when busy.

Set boundaries with clients. Establish working hours, response times, project scopes. This prevents scope creep and protects your time.

Contracts for every project. Protect yourself legally and set expectations upfront. Contracts prevent misunderstandings and ensure payment.

A sustainable writing career requires more than talent

It needs strategy. Consistent effort. And running your career like a business. Specialise, diversify income streams, showcase best work, charge what you’re worth.

The writers who make it aren’t necessarily the most talented. They’re the ones who show up, continue learning, and operate like a business.

It won’t be easy. But is it worth it?

Absolutely.

It’s not a matter of whether you can build a sustainable writing career. It’s a matter of whether you’re willing to do what it takes to get there.

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For many UK companies, expanding a business into the USA represents a huge growth opportunity. The US market provides access to over 330 million consumers, a diverse economy, and significant potential for brand visibility and profit. However, setting up successfully in America requires navigating a different legal, financial, and cultural landscape. Understanding these nuances ensures your business not only enters the US market smoothly but thrives in it. Here’s what you need to consider when making the leap.

Choosing the right business structure in the USA

Unlike in the UK, where limited companies (Ltd.) and sole traders dominate, US businesses commonly operate as corporations (Inc.), limited liability companies (LLCs), or partnerships. Choosing the right structure matters significantly; affecting your tax obligations, liability protections, and administrative complexity. Corporations offer strong legal protection but often involve complex compliance requirements, while LLCs provide simplicity and flexibility similar to UK limited companies.

Understanding these structures and consulting with a US-based legal advisor can help you establish the most beneficial foundation for your business.

Navigating accounting differences: ASC 842 and Right-of-Use assets

One of the biggest adjustments for UK businesses setting up in the US involves accounting standards, particularly lease accounting. While UK companies follow IFRS 16, the US adheres to ASC 842 – a standard with distinct reporting requirements. Under ASC 842, leased items like office spaces, vehicles, or equipment must be reported on your balance sheet as right of use assets.

This means recognising both assets and lease liabilities clearly, impacting how your business’s financial health is presented to investors and lenders.

For businesses seeking expert support, working with an online accountant can simplify cross-border reporting and ensure compliance with both IFRS and ASC standards.

The key differences between IFRS 16 and ASC 842 include nuances in how lease terms are defined, lease modification handling, and presentation of lease expenses on income statements. Ensuring compliance requires careful tracking and accurate record-keeping, so many businesses use specialized lease accounting software to streamline this process and avoid costly mistakes.

Comparison of UK and US lease accounting standards

Understanding these accounting nuances will help your business maintain clarity and accuracy in financial reporting, essential for investor confidence and regulatory compliance.

Managing taxation and regulatory compliance

US tax codes differ greatly from the UK’s straightforward corporate taxation system. In America, businesses navigate federal, state, and sometimes city-level taxes, all of which vary considerably. Sales tax, payroll taxes, and corporate taxes must be carefully accounted for and filed according to local laws. Consulting with an experienced US accountant or tax specialist early on helps avoid errors that can lead to expensive penalties or audits.

Moreover, regulatory compliance varies by state and industry, impacting everything from product safety standards to employment practices. Familiarising yourself with these requirements ensures smooth operation and mitigates legal risks.

Hiring and managing employees

The employment landscape in the US differs significantly from the UK, particularly concerning employment laws, benefits, and workplace culture. Employment regulations often vary by state, covering areas like minimum wage, overtime pay, workers’ compensation, and anti-discrimination policies. Additionally, US businesses typically provide employee health insurance benefits – a key factor in attracting and retaining talent. Being mindful of these obligations and budgeting for them in advance can help you build a strong, committed workforce.

Leveraging local expertise and networks

Building a successful business in the US market often depends on leveraging local expertise. Establishing partnerships or collaborations with American businesses, advisors, or industry groups can provide invaluable insights and access to established networks. Joining local chambers of commerce or attending industry-specific conferences helps your company establish credibility, build relationships, and better understand consumer expectations and competitor strategies.

Protecting intellectual property in the US

One area often overlooked when expanding to the USA is intellectual property protection. Trademark and patent laws differ considerably from the UK, and failing to properly register your trademarks or innovations can leave your business vulnerable to infringement or costly legal battles. Before entering the US market, conduct thorough searches to ensure your brand names, logos, and product designs don’t conflict with existing US trademarks. Engage with an intellectual property lawyer early to secure registrations, patents, or copyrights, ensuring your brand and innovations are fully protected.

Understanding cultural and consumer differences

While the UK and US share many cultural similarities, consumer behaviour can vary significantly. American customers generally prioritise convenience, speed, and customer service more highly, often expecting prompt and proactive responses. Adapting your customer service approach to meet these expectations – such as implementing responsive online support or quick delivery options – can greatly enhance customer satisfaction. Additionally, adjusting product packaging, messaging, or pricing strategies to align with local preferences and expectations ensures your business resonates effectively with American consumers.

Securing reliable logistics and supply chains

Logistics and supply chains present unique challenges in the US, given the country’s vast geographic spread and varied infrastructure. Establishing reliable, efficient distribution networks is crucial for success, particularly if your business involves physical products. Carefully evaluate shipping providers, warehouses, and fulfilment partners to ensure consistent delivery times and manageable costs. Investing in robust logistics software can further streamline your operations, providing visibility and control over inventory levels, order processing, and distribution – ultimately boosting customer satisfaction and business efficiency.

Marketing and running ads in the US

Advertising in the USA demands a tailored approach compared to UK campaigns. US consumers typically respond well to bold, direct marketing strategies emphasizing clear value propositions. Digital advertising platforms such as Google Ads, Facebook, and LinkedIn are popular, but businesses need to carefully manage their budgets and campaigns. One specific issue UK businesses might encounter is clickfraud, where competitors or malicious bots inflate your ad spend by repeatedly clicking ads without genuine interest. Investing in click fraud protection software and monitoring campaigns closely safeguards your advertising budget and ensures effective spend.

Additionally, cultural differences in humour, imagery, and messaging are important to acknowledge when designing ad content. Consider working with US-based marketing experts who understand local audiences and can craft resonant campaigns.

Read more: Do you run a business? Are you ready for the digital future?

Final thoughts: positioning your UK business for success in the USA

Expanding your UK business into the American market offers enormous potential – but demands careful consideration and preparation. Navigating accounting differences like ASC 842, adapting your marketing strategy, and ensuring full regulatory compliance are essential steps. By proactively addressing these factors, seeking professional advice where necessary, and leveraging local expertise, your UK business can achieve sustainable growth and success in the dynamic and rewarding US marketplace.

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As AI-powered search continues to grow and develop, understanding how platforms like ChatGPT rank and recommend content – and how to optimise for them – is becoming increasingly important for businesses and SEO professionals. In this article, Adam Smith, Head of SEO at Brick Digital, explores the ranking factors influencing ChatGPT’s recommendations, and the role of holistic online marketing in optimising for AI-driven search.

In recent months, businesses are asking more and more questions around the ranking factors of ChatGPT and other AI Search Engines – and with good reason. The technology is advancing at an alarming pace, and may soon become a key platform for search. Understanding how it recommends products, services, and information may become a must-have for future strategies from your SEO and link building agency, and for businesses wanting to dominate the AI search landscape.

Naturally, this prompted some digging for answers, and we’re pleased to report that we’ve found some insights worth sharing.

Before diving in, a quick disclaimer: While this article focuses primarily on ChatGPT as the market leader, many of the points explored here may also apply, in one way or another, to AI search engines like Claude, Perplexity, DeepSeek, Gemini, or even Midjourney.

With that in mind, let’s examine how AI search looks at the start of 2025.

Search data

In December 2024, OpenAI made ChatGPT’s search function available to non-paid user accounts for the first time, resulting in increased referral traffic for many of our clients and surpassing referrals from other AI search engines. While this move may have been purely strategic on OpenAI’s part to stay ahead of the competition, it also provided valuable data to analyse.

Currently, there’s no way to extract keyword data from AI search engines. This may change in the future, but for now, businesses can still track landing page data, which we know offers various insights. By understanding user journeys – what they search for, why they search for it and which pages they would land on – it’s possible to at least begin the process of optimising websites for a future of AI Search.

Thankfully, this process isn’t entirely dissimilar from ranking in Google, making the concept less “alien” overall. That said, businesses tend to focus on writing and ranking service pages on their websites, rather than supporting ‘top of funnel’ content…which means they run the risk of missing out on AI Search traffic.

This is due to the fact that most AI interactions are conversational, rather than the 2-3 word searches we’re used to entering in the likes of Google. We could search for “financial advice” in Google, but we’re more likely to ask an AI assistant a detailed question, such as: “This is my financial situation. I want to achieve X. How do I go about doing this?” These queries often come with the expectation for the AI to engage in further conversation and follow-up questions.

From our research, it seems this conversational approach to AI search is why we’re seeing its referral traffic landing on very specific product or information pages.

Conversational search

As touched on above, the biggest advantage of ChatGPT (and indeed, other AI platforms) is the ability to ask detailed questions and receive nuanced, conversational responses. Unlike traditional search engines, which serve static results, ChatGPT’s responses evolve based on user input, creating a more personalised and interactive experience.

That said, we’ve noticed that when topics are raised for which more information is readily available online, ChatGPT becomes more helpful, offering more enriched, accurate and up-to-date responses. Conversely, when less information is available online, or when that information conflicts, responses become more limited and less accurate.

For example, ChatGPT is able to deliver a wealth of expertise regarding consumer rights, employee rights and personal finance, thanks to extremely well-established documentation on websites like moneysavingexpert.com, which it will often link to in responses.

On the other hand, when asked to explain the rules of a tabletop game (as requested by two of our staff members, both of whom are enthusiasts), responses were inconsistent and sometimes incorrect. This is likely because the information ChatGPT draws from comes from a smaller pool of sources – YouTube influencers and casual bloggers – each of whom may be detailing slightly different interpretations of the same rules.

Naturally, it would be beneficial to see how much AI referral traffic ChatGPT and other platforms are being sent to landing pages as a result of this.

Our research

In addition to our own day-to-day use of ChatGPT and other AI tools, our insights also come from an early study that was commissioned by one of our clients. As part of this research, we asked ChatGPT a series of questions reflecting different stages of a typical user journey. Rather than using keyword-based queries, we framed our prompts conversationally, mimicking how real users interact with AI – explaining a situation, objectives, and challenges.

ChatGPT provided step-by-step solutions to each scenario, often recommending online resources and suppliers. While not the case in every test, it would typically do this without being prompted.

When asked why it had chosen to reference or suggest specific websites, ChatGPT openly disclosed its ranking process. It had searched Google’s SERPs, weighed the value of results based on a number of ‘trust’ factors across the internet as a whole, and then made recommendations accordingly.

ChatGPT Search ranking factors

Google rankings

Our study suggests that ChatGPT considers Google search engine rankings when generating recommendations, typically selecting 3–5 results based on additional factors outlined below.

Brand mentions

There appears to be a preference toward brands and products that are frequently mentioned across the web in relevant contexts. This aligns with recent trends in Google’s algorithm, where brand mentions are gaining importance in ranking for generic, high-volume search terms.

Recommendations and reviews

The number of positive reviews and overall sentiment around a brand play a role in AI search rankings. ChatGPT draws from Trustpilot, Amazon, company websites, and blog reviews, but it doesn’t just count the results; it analyzes their content to extract key selling points and USPs.

Resources and supporting content

Websites with in-depth guides, tools, and helpful resources tend to be recommended more frequently. This includes free trials, demos, and sample offerings.

Domain

e SEO professionals speculate that domain authority and age influence ChatGPT rankings, but our findings suggest these factors are correlations rather than direct ranking signals. Household names like Ikea naturally score higher due to their extensive brand mentions and high volume of user-generated content rather than simply because of their domain authority.

Conclusion

Beyond boosting your Google rankings, it seems that having a great product or service, supporting resources, positive customer reviews and a balance of recommendations on niche-relevant and authoritative websites makes you more likely to be recommended by ChatGPT.

Due to the “conversations” users are having with ChatGPT and other AI tools, we expect to see greater value in supporting users at every step of their journey, not just the step before they come to your website to convert.

For years, Google has encouraged companies to engage in holistic online marketing, but never really seemed to reward it. Now, it seems ChatGPT may be moving toward rewarding this behaviour and, in return, rewarding companies who follow a new form of “best practise”.

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As you can imagine, we are all over this. The Silver Marketing Association (SMA) supports promotes best practice and ethical marketing to the mature market. This means everything from promoting causes like the Age Friendly Employer Pledge to undertaking important research work into the various aspects of the silver sector. They champion businesses in the sector – Silver Magazine included – and the business awards are a highly contested badge of honour for those who win. Here are the Silver Marketing Association awards.

About the awards

These awards recognise and celebrate the companies and organisations that have delivered a successful marketing campaign in the last year, focusing on the older demographic and showing creativity, empathy and measurable results. The entries are judged by a brilliant lineup of informed and impartial judges. The awards’ headline sponsor this year is Boom Radio – so the host for the event will be Boom co-founder and presenter David Lloyd (below). We’ve seen him speak before and he’s hugely entertaining – worth going to the event just for him!

In alphabetical order, the shortlisted entries in each category, together with the sponsors, are:

Best Radio/Podcast Campaign – sponsored by Senior Response

Shortlisted:

• Age Co – Things Get Better with Age Co
• Boom Radio & One Traveller – One Traveller radio campaign
• Intergenerational England – The Talking Generations Podcast
• Vintage Travel – Vintage Travel – Silver Awareness

Best Print Campaign – sponsored by Saga Magazine

Shortlisted:

• Age Co– Things Get Better with Age Co
• Alfa Travel – Alfa Travel 2024 brochure
• BlueStar Media & Silver Travel Advisor – Silver Traveller Magazine
• BlueStar Media & Ambassador Cruise Line – Ambassador Cruise Line – Fair Winds Magazine

Best Outdoor Campaign – sponsored by Mash Marketing

Shortlisted:

• Centre for Ageing Better - Age Without Limits
• The Kite Factory and Don’t Panic – Oxfam – Staying In The Fight
• YourStride – Grassroots Bowls Clubs

Best Direct Mail Campaign – sponsored by Eight Days a Week Print Solutions

Shortlisted:

• Audley Group – Audley Luxury Retirement Villages
• Granite & TREND Transformations – Merry Christmas
• McCarthy Stone – Time to open a new chapter

Best Social Media Campaign – sponsored by Silversurfers

Shortlisted:

• Accord Marketing & Ambassador Cruise Line –  Ambassador Cruise Line
• Ageism Is Never In Style – #ILookMyAge
• Granite & TREND Transformations – Sustainable Kitchen Makeover

Best TV Campaign – sponsored by ITV

Shortlisted:

• Accord Marketing & Ambassador Cruise Line Ambassador Cruise Line – Enjoy yourself
• The Kite Factory and Don’t Panic – Oxfam – Staying In The Fight
• TVADSWORK and Doro – The Doro TV Commercial’ Campaign

Best PR Campaign– sponsored by Marketing Radar

Shortlisted:

• Finn Partners & The Advantage Travel Partnership  – Travel Triumph: Targeting the Silver Traveller for The Advantage Travel Partnership
• LOTUS & Visit Guernsey – Visit Guernsey – Renoir in Guernsey; 1883
• Wallacea Living – The Time of Your Later Life

Best Digital Marketing / Age Tech campaign – sponsored by AgeSpace

Shortlisted:

• CareCall – CareCall
• Dementia Adventure and Freddie’s Flowers – Blooms of Connection: Celebrating Dementia Adventure’s 15th Birthday with Freddie’s Flowers
• Granite & TREND Transformations – Digital Lead Generation Campaign
• Mistral Hotel – Singles in Crete & Copywrite That - New Sunday Best Friend

Best Overall Multi-Channel Campaign – sponsored by Precision Platinum

Shortlisted:

• Accord Marketing & Ambassador Cruise Line – Ambassador Cruise Line – Enjoy yourself
• Centre for Ageing Better – Age Without Limits
• McCarthy Stone – Time to open a new chapter
• Wallacea Living– The Time of Your Later Life

Good luck to everyone taking part! The awards will be presented at a sparkling drinks reception on Tuesday 25 June 2024 at the Cavendish Centre, London W1 from 17:30 -18:30 following the Silver Marketing Summit.

Please contact enquiries@silvermarketing.org if you would like to attend the Silver Marketing Association awards.

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I don’t think I’ve ever seen a film so hotly promoted and touted as the new Barbie Movie. I’m not sure when Barbie stopped being non-PC and became cool again, and frankly that’s a whole another article. But faced with all this doll talk, I can’t have been the only one left wondering what happened to Sindy.

This weekend has seen the convention, DollyCon, an annual event in Lincoln, where there has been a special announcement about the plans for Sindy’s 60th. It was a good place to announce Sindy plans – surrounded by cos-playing doll fans all out to celebrate. But more about that later, I’m getting ahead of myself.

While the world turns a ghastly shade of pink, and grown adults are going barmy on the banquettes for Barbie, let me introduce you properly to Sindy. Buckle up; it’s quite the ride.

1963, Exeter

Pedigree Dolls & Toys, a 20-year-old business based in the west country, is considering launching a British fashion doll. The business is approached by Mattel to license Barbie in the UK, but decides against this, based on market research showing that the British market doesn’t relate to Barbie. Pedigree instead decides to make its own doll. Enter Sindy, five years after Barbie’s US launch.

At this first outing, Pedigree gets everything spot on, and they’re right about the audience reaction. They engage in market research. They develop a doll that is different, not the same. A doll that is carefully created for the British market, with a more realistic figure and face. And she’s a hit.

Sindy launched in September of 1963. Marketeers dispatched her to retail outlets with an actual 45rpm single introducing the doll. Very innovative, very modern. The marketing blurb that went out with the record included the description:

Sindy is the free, swinging girl that every little girl longs to be. Sindy has sports clothes, glamour clothes, everyday clothes — a dog, skates, a gramophone — everything… Every genuine Sindy outfit is a child’s dream come true. Each one is designed for today’s fashionable young women by today’s leading women designers. They are authentic miniature replicas of the latest adult clothes.

So far, so good. And Sindy’s more wholesome appearance was a success. The swinging 60s was her heyday, and everything looked rosy for her future.

L-R: 1963 Dream Date illustration, 1963 Dream Date doll, 1963 illustration

Then came the ‘70s

Pedigree dropped the ball. They failed to keep abreast with cultural attitudes, executing little-to-no market research or advertising, and Sindy sales fell. Children began to relate less to her ‘girl next door’ looks. And here we start to see the first of what would be a number of questionable business decisions.

In 1978 Marx Toys licenced Sindy to sell her in the US, but the business ended up in receivership. The doll, whilst still relatively acceptable to British audiences, was poorly received over the pond, and the license returned to Pedigree. Sindy was withdrawn from the US market.

Move forward to the ‘80s

New marketing director David Brown engaged in a new promotional and development assault, consulting with fashion designers and the doll market, and a new range of Sindy dolls, friends, and outfits was launched. These outfits even included a range of designer dresses by the Emmanuels. In 1985 alone, the ad budget was £1.5million (equal to £4.5million today).

Things started to pick up. Then in 1986, Pedigree again sold the rights to Sindy, this time to US toy giant Hasbro. Hasbro remodelled Sindy to look more American. Designers created an innovative Sindy doll using new technology that made her hair change colour in the water. The then senior design lead, Jane Braithwaite, travelled regularly to Paris to keep abreast with fashion trends and collections. Things looked so rosy that the following year, Sindy’s product manager Edward Machin announced that Sindy would claim the lead over Barbie within two years.

L-R: 1985, 1992, 1985

Moving into Europe

As part of this plan to conquer the world, in the early 90s, Hasbro invested sizeable capital to bring Sindy to the European market. New friends and accessories were added. A dog, a black friend called Imani, the ability to ‘swim’ – these were all seen as exciting modern developments that would enable Sindy to corner the market and capture children’s hearts.

Sadly, this was not to be the case. In 1997, Hasbro withdrew among rumours and reports that major retailers were planning to delist Sindy and her mates. The writing had been on the wall for some time. Sindy’s market share in 1994 levelled at some 7 per cent, with Barbie enjoying 16 per cent. By 1996, just two years later, Barbie’s share of the doll market had risen to 30 per cent, with Sindy trailing at 8 per cent.

The Americanisation – and therefore the individuality of Sindy’s look – was blamed, pitting the dolls against each other in the same ring as opposed to celebrating their differences. Sindy’s sales were also hit by huge competition in the shape of Polly Pocket.

See: Sindy at 60, by AI

Sindy’s new millennium

Back she came to Pedigree, who then licenced the production out to British toy manufacturer, Vivid Imaginations, and in 1999 both Sindy and Barbie underwent a revamp and relaunch. Sindy was given a new, younger look and feel, with Vivid describing her as having “new themes, new friends and a new family, fitting today’s environment and in tune with the street-cred concerns of today’s young girls.” Barbie at this time held 75 per cent of the doll market in the UK. You’ve got to admire Pedigree for keeping on, haven’t you.

Compared to the previous decades, she was “unrecognisable”, according to her own designer at the time, Denise Deane. A good thing? Hard to tell.

By 2003 yet another toy manufacturer had taken Sindy on, New Moons, where she was given a substantial makeover. The redesign and repositioning included changing Sindy’s shape, making her younger and more innocent-looking. Compared to the previous decades, she was “unrecognisable”, according to her own designer at the time, Denise Deane. A good thing? Hard to tell.

Through the next decade, more redesigns and relaunches took place, targeting younger children whose mothers wanted a more innocent doll, when faced with the alarmingly glamorous Bratz. Her boobs underwent a reduction. You could buy different sized Sindys. There were retailer and supermarket exclusives. Whatever Sindy had been created to be, by the time 2013 rolled around, you could reasonably argue that nobody really knew who or what she was anymore.

In 2018 Tonner Doll Company took on Sindy’s design and manufacture. Then in 2020 the licence went to Kid Kreations, which has made the most recent incarnation of the Sindy dolls. But again, with a new theme, and new look. After decades of variable continuity, is it any wonder that Sindy has struggled to find her niche?

Kid Kreations collection 2020

So what has happened to Sindy?

I started writing this article a few weeks ago, ahead of the Barbie Movie. I was fully planning to publish it around the time the film launched. It seemed like a good time to explore what had happened to Sindy, and so I started to dig around.

The Sindy websites were sketchy, without much information and packed with broken links. Nobody replied to me when I filled out the contact form. And the phone rang out when I tried to call Pedigree. I found an email address on the Sindy Facebook page, and hit a hello, getting an autoresponder back. I started to wonder if Sindy was even a thing anymore. And if she is a thing, what sort of thing?

If you’ve made it this far, well done. Stick with me; I promise it does get better, sort of.

Back on the trail…

I didn’t realise until later that the Matt in the autoresponder email I got was actually the Pedigree owner and MD, Matthew Reynolds. It seemed extraordinary to me, to be on holiday at such a huge time for dolls. Where Mattel had done an exhausting job of pinkwashing just about everything in the whole world ahead of the Barbie film launch (as an example, go and Google Margot Robbie, if you haven’t done it already), and everyone is talking about dolls, Sindy’s boss is on holiday?

I rang Kid Kreations, who had been the most recent manufacturer to work with Sindy. I wanted to try and get some images, at the very least. They said they had passed the license back to Pedigree, and that they could give me nothing. They did at least give me a different number for Pedigree.

I finally got through to Pedigree on the phone and spoke to a lovely woman called Alex who explained that Matt was on holiday but that he was answering emails. She said I wasn’t the only journalist trying to reach him. No kidding, I thought.

So come on, tell us what’s going on

OK, so after some haggling and promising not to reveal it before the big announcement at DollyCon, Matt Reynolds sent me the breakdown of his presentation speech, so I could see what lay in store for Sindy’s future. I think I just about understand it.

I think most fans and collectors were really hoping and praying for confirmation of a 60th birthday Sindy doll, and whilst Matt hadn’t ruled that out, this hasn’t exactly been confirmed. And his statement is somewhat confusing:

“I know there are many rumours about us releasing a Limited Edition 60th Celebratory Doll,” his talk at DollyCon states. “I can confirm we have been working hard with Kid Kreations to see if it is possible to bring this doll to the market to commemorate Sindy’s 60th celebrations.

“I can’t yet guarantee you that this Limited Edition 60th Doll will happen. But I can say we believe it is more likely than unlikely”

“Here is an exclusive sneak peek for you all to see the current design and look of this special doll. Manufacturing as well as the operational logistics of directly selling products is new to us, so unfortunately I can’t yet guarantee you that this Limited Edition 60th Doll will happen. But I can say we believe it is more likely than unlikely to happen, and we will continue to move this special project forward with Kid Kreations and come back to you all with further information as and when we can. If we are able to move forward with it, it is likely that we will do a pre-sell before Christmas with a view to ship in early 2024. I hope you like the special design and look of this special 60th doll.”

Make of that what you will. Particularly as Kid Kreations told me on the phone that they weren’t working on Sindy anymore. And there is absolutely nothing on their website about Sindy at the time of writing. I can’t help wondering if Pedigree has been caught on the hop, not anticipating such interest, and hastily assembled this after the entire UK’s press had been chasing the MD down on his holidays.

And does this mean that Pedigree is planning to manufacture and bring this new doll to market themselves? Surely that would be a good thing? The Sindy of the ‘60s was successful in no small part because Pedigree was at the helm, doing the job properly. Are they taking it back?

What is clear is that the digital world of Sindy is getting some love and attention

“We have commissioned a complete rebuild and update for both Sindy.com, aimed at kids, and vintagesindy.co.uk, aimed at adult fans,” says Matt. “We also have enlisted an experienced social media and marketing company to help us with our social media strategy and activity.” He goes on to explain that the focus in on creating a digital presence that people will know are official pages and websites. It seems like some of their social is kinda run by fans at the moment. I think.

The new look is aimed at an even younger market – effectively bypassing ‘pester power’ and putting the purchasing decision firmly in the hands of parents or grandparents

I was going to link those two web addresses above, but all roads lead to the same site at the moment, which is sindy.co.uk, so have that for now. I’m assuming everything is still under construction.

And yes, there is a new look Sindy design suite. I’m still confused, so don’t shoot me if I’ve read this wrong. In fact, if you’re a Sindy expert and any of the information in my article is wrong, drop me a comment below. I’m flying blind here. But I think the designs represent what the new doll(s) *might* look like, and how the designs can be used for merch.

The new look is aimed at an even younger market – effectively bypassing ‘pester power’ and putting the purchasing decision firmly in the hands of parents or grandparents. A new departure that will include a ragdoll format. The new Sindy themes are Ballerina, Sleep-time, Princess, Unicorn, Mermaid, and Fairy.

New looks: Ballerina, Mermaid, Princess

Matt explains: “We have taken on board the feedback from retail that Sindy has a passionate and loyal following by millions of Sindy fans who are now parents and grandparents themselves. She is a trusted brand that represents all things good about their own childhood memories. Therefore, we are delighted to announce that we will be taking Sindy into the Baby & Toddler category for the first ever time.”

“We work with a successful licensing agency who will present this new look to all the leading baby and toddler manufacturers in the market (everything from baby clothing and accessories to bathtime fun and comforting toys).”

So… does that mean that multiple manufacturers will be licensed to produce Sindys and Sindy merch? I wish I could tell you I knew the answer to this, but I don’t. Have a look at the creatives anyway…

For heaven’s sake, tell us what’s going on!

Sorry. I’m really trying here. I think if I had to round up the information I’ve had, my understanding would be that there are some new Sindy designs, no actual doll confirmed this year (although it’s possible), a new target market aimed at very young kids, and the potential to brand a ton of stuff like baby suits etc. It seems like the licensing agency will be working to bring the new look Sindy to manufacturers, but there is nobody to actually make a doll – and maybe Pedigree is planning this? Lord, I feel like I’m ending this article with more questions than I started.

I started writing this article from a very objective viewpoint, having not really given a toss about either Sindy or Barbie as a kid. But Sindy has now captured my heart. Perhaps because she has been mismanaged through the years. Perhaps because, like many British people, she’s a bit of a misfit, not quite getting things right all the time. Maybe because in sales terms, she’s the underdog. Who knows.

What I do know is that there is an ARMY of Sindy fans who are passionate about her. That she has hung in there against all odds. And that she is 60 in September.

So happy birthday Sindy, here’s to your future, whatever that looks like.

Thanks to Pedigree Dolls & Toys for imagery and information, and to Bonita Turner, publisher and editor of Mam’selle (Sindy magazine) for images and interview, which you can read here.

Sam Harrington-Lowe

Sam is Silver’s founder and editor-in-chief. She’s largely responsible for organising all the things, but still finds time to do the odd bit of writing. Not enough though. Send help.

The post Sindy at 60: What happened to Britain’s answer to Barbie? appeared first on Silver Magazine.

The Silver Marketing Summit is fast approaching, on Tuesday 27 June. As sponsor for the Best Social Media Campaign award, we’re VERY PROUD to be part of celebrating the growing world of silver marketing. And the Silver Marketing Awards are just about to happen.

Hosted by Derek Jones, a veteran of the entertaining travel industry, the awards will showcase and celebrate exceptional campaigns in the mature marketing industry. Furthering the exposure of companies who are working towards a media landscape more representative of the older age range in the UK.

It’s not just an awards night though

The winners will be announced at the Silver Marketing Association Business Awards. The awards take place following the Silver Marketing Association’s Summit on 27 June, at the Cavendish Centre in London. Tickets for the Summit are still available, as well as tickets for virtual attendance. 

Read about the Silver Marketing Awards – Unveiling the Silver Business Awards

And the nominees are…

Best Print Campaign – sponsored by Radar

• Alfa Travel – Alfa Travel Brochure
• Bray Leino – Have you heard about Gine?
• Silver Travel Advisor – Silver Traveller

Best Digital Campaign – sponsored by SilverSurfers

• Action Alliance – Age Action Alliance launch
• Autumna – Targeted Shortlist
• Noon, in association with Vision Express and The Forth Angel – See Yourself Differently in Mid Life
• Real Response Media – World of Cruising 

Best Direct Mail Campaign – sponsored by Eight Days a Week

• Greensleaves Care –  Greensleaves Care Winter campaign
• Hodge – Mortgages as Unique as Your Clients
• JG Travel Group – Less is More

Best Social Media Campaign – sponsored by us! 

• Accord Marketing & Ambassador Cruise Line – Lead Generation
• Jam & Staysure – Travel Worth Doing Right
• The Bias Cut – Ageism is Never in Style

Best TV Campaign – sponsored by Hodge 

• Bray Leino – Have you hear about Gina?
• Precision Creative and Media – Stannah Stairlifts – “Find Teddy”
• Saga – You’re not wrong
• The Kite Factory & Don’t Panic – WaterAid: What Jack gave

Best Radio Campaign – sponsored by LBC

• Accord Marketing & Olympic Holidays – Welcome to our home
• Boom Radio – Oddfellows friendship month
• Boom Radio – Kelvin Furniture retirement clearance sale 
• McCarthy Stone – Peace of mind

Best PR Campaign – sponsored by Mash Marketing

• Anything But Grey – Saga Exceptional
• DAPS Agency Ltd – Boosh Foods Bone Broth
• Finn Partners – the St. Helena 
• LOTUS (in collaboration with the Spanish Tourist Office) –  Spain Sustainability Day

Best Multi-Channel Campaign – sponsored by Precision Creative and Media

• Bray Leino – Have you heard about Gina?
• Centre for Ageing Better – Age friendly employer pledge
• Saga – Experience is Everything
• Silver Travel Advisor – Silver Travel Tours

We’ll see you there!

The Silver Marketing Association Summit is being held at the Cavendish Centre, Duchess Mews, London, W1G 9DT.

After a day of insightful talks and discussions, involving people from organisations like ITV, Daily Mail, and the National Innovation Centre for Ageing, to name a few, the Silver Business Awards will be presented at 17:30, following the summit’s finish at 16:45. Sparkly drinks will be served after the awards, until 19:00, for you to enjoy whilst celebrating and networking. 

We don’t want anyone getting getting lost. Oxford Circus, and Regent’s Park are the closest underground stations. Use the Victoria, Central, or Bakerloo line to Oxford Circus station. Or, head to Regent’s Park station using the Bakerloo Line.

Registration and networking begins at 9:00 (coffee and pastries provided), with events and talks promptly kicking off at 9:25. See the full summit itinerary here. 

Lana Hall

Lana can usually be found spinning her collection of records, or writing odd poems in her phone notes. Her mixer of choice is a ginger beer, and you’ll never find her away from the sea for more than a few weeks.

The post Behold! The Silver Marketing Awards Shortlist! appeared first on Silver Magazine.

There’s plenty of competition for all good positions. So it’s worth also thinking about how you’re going to set yourself apart from the crowd, and make yourself more attractive to would-be recruiters. How can you improve your chances of landing a great job?

How to improve your chances

There’s no single magic bullet change that will turn around your fortunes in the job market. However, there are plenty of small changes that might make a substantial difference. They’ll add up if you take enough of them seriously.

Getting an interview is more than half the battle, and having a decent CV will help you here. If you think that your age will go against you getting in front of the interviewers, remember you don’t have to include your age on your CV.

Get more training

Employers are looking for people with particular skills. By picking those skills up, you’ll be better suited to the job you’re looking for. This applies even if you’re well into your career, especially in evolving industries where new skills are always valuable.

There are a lot of free training options online these days. Google and LinkedIn, for example, offer a lot of digital marketing modules that are free to complete. Investigate further.

Don’t be afraid to ask

The skill they call ‘networking’ is, more often than not, the simple practice of asking people if they know of any opportunities that you might seek to get into. By keeping your ears open, you’ll be better able to take advantage than if you’d simply waited for a public notice of an opening.

It can feel awkward asking, but you know the old adage. If you don’t ask, you won’t get.

Grow your network in your industry

Of course, another vital component of networking is to have people there to talk to in the first place. Don’t rely on social media, here – just because you’ve connected with someone on LinkedIn doesn’t mean that your work is done. Traditional messaging strategies like business cards are still effective, so employ them ruthlessly!

Tailor your CV to each opportunity

If you’re sending off lots of applications every day, then taking the time to tailor each of them to a given opportunity might seem excessively laborious. This is where AI assistance might be handy. Try asking ChatGPT, for example, to help focus on specific angles for each job.

Don’t get a chatbot to completely write the CV for you (you’ll get found out eventually) – but do get it to point out the tweaks you might make. There are plenty of tricks you can employ to improve your CV.

Dress appropriately for interviews

The chances are good that your prospective new workplace has a dress code. Find out what it is before you turn up for the interview. And we’re not assuming that means dressing up. Some places these days are much more relaxed; it’s about fitting in.

If necessary, email or call them and ask about the office dress code. If you really are stuck, then there are a few general rules of thumb you might follow.

Don’t be scared to ask for what you want

If you’re not up front about your wage requests, then you’ll ultimately end up disappointed – since it’s difficult to ask for a raise for at least a year after you take up a position. This is why you should be clear on your salary expectations from the beginning. You won’t get something you don’t ask for!

Landing the job of your dreams is not an easy task, but you can always follow these tips to improve your chances.

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The post Improve your chances of landing a great job appeared first on Silver Magazine.