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The Apprentice: would the candidates’ Twitter accounts get them hired?

5 November, 2014


BBC’s The Apprentice 2014 is well underway and the punches are already rolling! Boardroom and tasks aside, let’s take a look at how successful the candidates are on Twitter, and if they’re getting the right kind of exposure.

Bianca Miller (Twitter: @Bianca_B_Miller)

From the hashtags in Bianca’s profile description to the professional photo she’s used you can tell she takes her work seriously and has thought about a search engine optimisation strategy. Using hashtags in your bio allows people to find your account on key search terms (Bianca’s specialism is #PersonalBranding).

Daniel Lassman @Danlassman

Daniel’s Twitter account has a good number of followers, so he scores well on popularity. At first glance his tweets may look slightly un-business-like (talking about hangovers is normally a no-no!), but once you know that his business is in the pub quiz game you can see the clever strategy behind his “down the local” online persona.

Ella Jade Bitton @EllaJadeBrand

The majority of Ella Jade’s tweets are all based around interior design. She gives a little about her life but she’s obviously aware that having her name as her brand means that she must maintain a professional image and she successfully maintains her effective communications strategy. A strong visually-led account, which is pleasing on the eye and perfectly “on brand” for her business.

Steven Ugoalah @SteveUgoalah

Steven’s account is relatively new and there are few tweets. He could do with some help on his social media strategy to capitalise on his time in the spotlight and promote himself in the property sector. His “good morning” and leg workout tweets are doing nothing to showcase his knowledge about property, and he clearly hasn’t thought about his audience.

Twitter death

Solomon Akhtar @sollyakhtar

Solomon’s personal account is linked in to his business account. His Instabear cover photo alongside his profile description clearly positions his business. His sociable tweets and high level of interaction online is exactly what you’d expect from someone whose business is integrated social media events.

Sanjay Sood-Smith @sanjaysoodsmith

Sanjay’s account appears to be confused. Is it personal or professional? Clicking the link to his website you’ll find a blog with some instant clunking mistakes; white text on a black background, making posts difficult to read and only one post at that. Knowing that he was going to appear on national TV, he should have given more thought to his business social media strategy, linked in some SEO keywords, hashtags and built a more user-friendly and engaging website.

Robert Goodwin @robthemike

Robert’s tweets give honest thoughts and opinions on advertising. The fact he doesn’t conform to classic traditional styles is what enables him to stand out and promote his new, stylistic approach to the advertising genre. His account conveys this perfectly.

Pamela Uddin @Pamela_Uddin

Is it clear what Pamela does from her Twitter account? Not really. She may promote dyslexia awareness in her tweets regularly but brand marketing? I wouldn’t have a clue. There’s no link to a website or professional profile in Pamela’s Twitter account.

Katie Bulmer-Cooke @katiebulmer1

Katie’s account is the biggest success. It’s clear who she is, where she’s based and what her skills are. She posts regular content, has links to her website and she perfectly strikes the balance of personal and professional. Even the majority of her personal (but still few) “Mummy” posts appertain to her fitness training business.

As for the other contestants? They’re not on Twitter, and in some cases maybe that’s for the better!


So what does make a successful Twitter account? Many of the above don’t conform to the regular business profile rules, but some contestants have deviated from the rules for all the right reasons – showing personality when their business depends on it, and sharing content that they know will appeal to their target market.

The contestants knew when they signed up for The Appentice that all eyes would be on them. Their accounts should be less about them and their lives and more about the image they want to project to the waiting world. And therein lies the importance of a good social media profile: it’s all about appealing to your target audience, online reputation management and effective search engine optimisation.

By making a few simple alterations and additions, some of the candidates could be much more successful on Twitter:

  • Choose a professional profile photo. It doesn’t have to be a studio photo, but it should have good light and clarity. Putting yourself across as someone who presents themselves well can be half the battle. Online first impressions count.
  • Hashtag your profile description (bio). It’ll make you easier to find and help to categorise you for Twitter search. It’ll also give your search engine rankings a boost if you use keywords and hashtags relating to your work in your tweets, as Google is increasingly ranking content shared on social media sites more highly.
  • Add a link to your website/link to your work account in your profile. This is the simplest of all things to do. If your profile is personal, a simple “my work @” and a disclaimer that your profile is personal will do, but do be aware that people will still follow you personally, so it is important to maintain professionalism.
  • Post regular content. If you want to keep followers and gain some more, then regular posting is key. Followers will switch off if you post rarely. If you can’t think of anything, re-tweeting regular and appropriately related content is a great way of keeping the conversation following and making your presence known.

If you’d like more information on Twitter and other social media strategy, marketing with social media or to employ my professional SEO services please contact me to discuss your requirements.

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  • […] Popular culture: If you can put a spin on TV, film or pop culture you’re always on to a winner. Shows like the Apprentice are great for businesses to write about. For example, this blog post on the 2014 Apprentice candidates’ Twitter profiles. […]

    1. […] Popular culture: If you can put a spin on TV, film or pop culture you’re always on to a winner. Shows like the Apprentice are great for businesses to write about. For example, this blog post on the 2014 Apprentice candidates’ Twitter profiles. […]

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