Posted in General News

I was invited (on behalf of The Works) to give a guest lecture at Bournemouth University to students studying PR who are about to undertake their 40 week placements. The Works relish any opportunity to inform PR professionals (or prospective PR professionals) on the industry and how to be exceptional operators.

So I chose to talk about ‘the skills and attributes needed to be a success in PR’. I covered the basics: working across accounts, writing, media relations, social media and your CV, and demonstrated how you can stand out from the crowd in each of these areas.

For example, DO YOUR HOMEWORK. Before you walk into your new PR placement or job you should have a thorough idea of what sort of clients you are going to be working with and in what sectors. You should even be aware of your future colleagues and the latest press releases sent out into the public domain by the agency or company you are about to join. Don’t rely on the internet (although it is a good starting point), read PR publications (PR Week, Corp Comms etc), sign up to key news outlets (e.g. Gorkana news) and look into podcasts on the sector you are just about to work in (e.g. try ‘this week in tech‘ if you are going into technology PR).

The most important message of my lecture was that the key attributes you need to be successful in PR is having the right attitude and a positive mind set.

Sounds obvious? Well yes. But easier said than done….ask anyone who has been in the working world for more than two years.

So how do you keep a smile on your face every morning when you walk into work? Keep reminding yourself why you are so passionate about working in the wonderful world of PR (it truly is wonderful!), go to events with inspiring people, surround yourself with positive people who pick your mood up (both in and outside of work), keep enthusiastic and show willingness in everything you do (especially if you are at the start of your PR career).

Positive energy breeds positive energy.

Thank you Bournemouth for inviting us, we look forward to next time 

Tarasyn – Consultant

@tarasynpr

Posted in General News

PR career satisfaction barometer results: Who’s happiest this quarter

PR career satisfaction barometer results February 2012

From which sector is the happiest in PR (it’s all change this quarter!) to which is definitely the least (by a staggering degree), here’s how the 558 PR professionals we polled in January (87% Managers or above, 60% ADs or above), evenly split between in-house and agency, consider the ‘state of PR’ this month.

Financial PRs are by far the happiest in their jobs

The ‘who is happiest in PR’ slot occupied by tech and digital three months ago is now being occupied by Financial PRs, 94% of whom consider themselves happy to extremely happy in their current role; whilst corporate PRs, who ranked themselves as least happy last quarter, are now reporting themselves to be the second happiest, with 92% defining themselves as happy to extremely happy.

Is healthcare PR bad for your health?

Healthcare PRs are the least happy as 97% of Healthcare PR professionals rate themselves average to very unhappy in their current role and yet, Healthcare PRs consider leaving their job least often, with 75% rated not often to never. We know from first-hand experience that it’s not because there’s a lack of job opportunities (although in-house positions are more thin on the ground). It could be that more resources are required, as our other findings seem to indicate (read on).

Financial PRs review leaving their job everyday

Reflecting on the findings of Financial PRs being the happiest; they also report that they have the best work/life balance, with 80% rating the ratio as balanced to perfectly balanced. Surprisingly, they also appeared to consider a move most often, with more than 60% of Financial PR respondents review leaving their current job very often to every day.  We have noted this trend in Financial PR before, perhaps influenced from working closely with bankers and other City professionals who move jobs every couple of years.

So it’s true, the grass is greener

The majority (73%) of in-house PR professionals rate their work/life balance as positively balanced to perfectly balanced, while the majority (65%) of agency professionals rated their work/life balance as average to completely imbalanced.

Consumer PRs work the longest hours

Consumer PRs had the worst work/life balance, with 76% of respondents rated imbalanced to completely imbalanced. Testament to this, 60% of consumer PRs were average to very unhappy in their jobs. Perhaps consumer consultancies have the most pressing need to address flexible working and/or resourcing issues.

Technology PRs are the least aware of their company values and goals

In contrast with other practice areas, Technology PRs appeared to be the least aware of their company values and goals. Over half of the Technology PR professionals indicated that they had some awareness of their company values and goals whilst the majority (over 53%) of PR professionals from other sectors reported to be extremely aware.   Why is tech different to the other disciplines, are they just distracted by the latest gadgets, we wonder?

More resources will solve the problem

When asked about what changes could be made to improve the working life of employees, ‘being better resourced’ came out top by far, 20% more than the second factor; a pay rise. In order of popularity, here’s what else our respondents believed would help:

1. Being better resourced
2. Pay rise
3. Clearer development/progression plans
4. Better leadership
5. Better working hours
6. Clearer career path/promotion

If additional resources can improve your working life then we will be looking into suggestions on how you can go about asking for it.

Most mentioned ‘hot shot’ agency results:

Edelman – full practice – came top once again!

Blue Rubicon – corporate – well done, again, top slot!

Brunswick – corporate and financial – have now taken the hot spot from FTI Consulting

John Doe – consumer – an achievement to knock Freud into second place, we think

Brands2Life – technology – nudged Hotwire off the hot spot

Just PR – healthcare – congratulations, you pipped Virgo this time

Gloom and doom fear consumer PRs

All sectors predicted the economy to stay the same apart from our overworked consumer PRs. They are the most pessimistic about the economy, with half of the respondents predicting it will be worse 6 months from now.

What happened to our AMs wanting to move up to the top of the agency ladder?

According to our results, it seems that agency account executives mostly want to move roles for career progression. However, on becoming an account manager, we see a shift of focus: the trend being for moving in-house from agency positions. Although this has been an industry trend for the past two years at least, why aren’t AMs inspired to climb the agency ladder? More importantly, what can be done about it?  We will be looking into this more deeply and coming up with some suggestions shortly.

The Y generation are not engaged with their company goals

Junior PR professionals are the least engaged with their employer, with more than half of these respondents saying that they are average to not engaged. Engaging the Y generation and inspiring them to stay and move up with your team is key to making the most of the time and training you have given them.  How to address this is for another discussion (coming soon).

Posted in Candidates, General News

2nd February 2012

It is officially the toughest time of the year even for the most positive thinkers, but, according to our resident nutrition expert and Financial PR recruitment consultant, Melissa Hosken, by providing your body with the right fuel, you can keep your spirits up and energy levels soaring through even the bleakest of days.

While the temptation is to reach for comforting, sugary treats, perk yourself up with an extra cup of coffee and have that one glass of wine too many over a long Sunday lunch, these will only provide a sort term fix and leave you feeling more sluggish.

Conversely, it is also the time of year when we are more likely to embark on highly restrictive or “fad” diet, which can put you at risk of missing out on some vital nutrients if whole food groups are completely removed. With just a few simple lifestyle and dietary tweaks, it is possible to harness that feel good factor, increase your energy levels and lose that Christmas excess.

The key to mood enhancement is to nourish your nervous system with foods that stimulate the production of the major neurotransmitters responsible for positive thought and well being. On the flipside minimizing foods that will enhance anxiety, lower mood and energy levels you will have you skipping into spring. Here’s how:

Eat more lean protein

While turkey is hailed as the ‘wonder-food’ when it comes to sleep and mood enhancement, the tryptophan responsible is also found at similar levels in all poultry, plus eggs, dairy products and nuts. The typical European breakfast does not contain a protein hit in the morning, so by turning to eggs or adding a combination of nuts and seeds to your porridge, cereal or banana smoothie, your energy levels will sustain you right through to lunch as well as provide a good hit of tryprophan to get your day started on the right foot

Cut out sugary foods

This means avoiding biscuits, cakes, chocolate and fizzy drinks, but also being careful not to overdo fruit juice which is packed with concentrated amounts of fruit sugar and can cause rapid glycaemic rises which gives that short term high, but longer term slump. It is better to eat the whole fruit, as the fibre content helps to slow down the sugar release. Remember that a small amount of dark organic or raw chocolate does have a beneficial effect as it is packed with antioxidants!

Ditch white carbs

By swapping to wholegrain carbs such as granary bread, wholemeal pasta and brown rice you’ll keep your blood sugar levels balanced and be able to take advantage the energy and mood enhancing vitamins B1, 2, 3, 6, 9 and 12

Fill up on veg

Be a rebel and exceed the daily recommendation of 5 a day. A stir-fry is an excellent way to include and combine protein and a variety of vegetables. It is definitely a case of variety being the spice of life and the more the merrier

Stick to the odd glass of wine

As well as being calorie-packed, booze is a known depressant which can really lower your mood. Pinot noir is said to have the highest level of anti-oxidants, though remember more than one small glass will cancel out any of the beneficial qualities and it is always better to give your liver a rest

Go green

Swap anxiety inducing coffee for calming and immune boosting green tea. Packed with all sorts of goodies, Green Tea will give you a lift, but not the slump (or the spare tyre) that stress enhancing coffee does

Love your liver

While you may be patting yourself on the back for almost making it through a “dry” January, it is important to support your liver while it detoxifies. Bitter foods such as rocket, lemon and watercress, plus sulphur containing foods such as onions, garlic and turmeric do just this

Don’t develop fat fear

While the negative effects of trans fats and fear of high cholesterol levels can lead to fat avoidance, it is important to remember that not all fat is bad! The essential fats found in oily fish, nuts and seeds, particularly Omega 3 are important for countless bodily functions, including the nervous system and brain

Get active

Research shows that exercising for just 45 minutes, three to four times per week, releases mood-boosting endorphins in the brain which can be as effective at treating mild to moderate depression as Prozac. Cycling, swimming or even a brisk walk all work well

Flower power

For those times where you need a quick, but harmless fix to lift your mood try a Bush or Bach Flower Remedy. Known as “vibrational medicine,” flower remedies are both safe and effective for mood enhancement

Posted in Clients, General News

5th January 2012

The year of the Olympics has finally arrived and team spirit will be a spotlight subject in 2012 – both inside and outside of the sporting arena. Building high performance workplace teams takes the same kind of drive and determination as is required by world-class athletes. There are hurdles (obstructive behaviors, team saboteurs, ongoing motivational issues, particularly in the current economic climate), but all are hurdles that can be overcome to contribute to an organisations’ overall success.

Here’s our top 5 tips on what makes a team a ‘super-team’

A top coach: Perhaps the most important element of a ‘super-team’ is having a leader who can convey their vision with passion, clarity and intelligence and who can truly engage the team they lead. It’s an internal PR job, if you like, with the Director or CEO as head coach. Think facilitator rather than dictator, though and authenticity is key.

A level playing field: Silo mentalities, competing egos and prima donnas can all prevent a team from reaching the finish line. Successful teams don’t contain people who shout the loudest about their own achievements, or who try to sabotage the efforts of others. Getting the team to work together as a cohesive, focussed unit, with the end goal always in sight (perhaps by offering a group reward to encourage collaborative thinking and execution) is paramount. Again, a feature of strong leadership is being able to oil the team mechanics so that everyone works well, together.

Well equipped: Whether it’s ongoing training so that every team member can perform to optimum levels, to having the right kit (IT, accurate contact details, suitable communication channels) , a team can only play to their best abilities when they have the tools and CPD to allow them to stay top of their game. Top teams invest to be the best.

Contingency plans: Even the best laid plans don’t always come to rest. There’s injury time (staff absence) and unforeseen hurdles (changes in the marketplace, briefs, and budgets). Teams who are able to build some flexibility into their scheduling, who are able to expect the unexpected and adapt quickly and easily to a changing playing field are those who win. Change is far from easy but change is a must.

Audience appreciation: In a fast-moving, global marketplace, with 24/7 media outlets, losing sight of the end user, or audience, is akin to scoring an own goal.  In PR and communications, having a constant awareness of current and emerging trends and customer behaviours is essential to any campaigns success – keeping on top of the zeitgeist.  A successful team has its finger on the pulse, always ensures its offerings are relevant and timely, maintains a strong competitive advantage and is never blind to its customers’ needs.

Like ourselves, every business strives to have an outstanding team. A key part of effective team building is hiring winners, either individual placements or entire teams, sourced from our up-to-the minute database and ongoing, sustainable relationships with candidates over the course of their careers.  And that is something at which we’re very, very good….

Posted in Candidates, career advice, Clients, Communications, Consumer, Corporate Communications, Financial PR, General News, PR, Technology PR

13th December 2011

Last week, the first Government–funded, industry-wide PR apprenticeship scheme was unveiled.

With youth unemployment at its highest ever level and soaring university fees potentially stemming the flow of future talent, it’s not surprising that the move has been so well received.

It’s not just bright young things wanting to secure their first foot on a notoriously difficult-to-access career ladder who have welcomed the news, but leading figures in the PR industry.

According to a PRCA survey of almost one hundred agency bosses, 94% of agency MD’s said they wanted an apprenticeship scheme for the PR industry, whilst 92% would consider employing an apprentice. PRCA chief executive, Francis Ingham, says,” The PR industry contributes £7.5bn per year to the UK economy. It’s about time we had an apprenticeship scheme to ensure a steady stream of high caliber candidates.”

Around £1.2m has been set aside to provide on-the-job training, qualifications and work experience to 600 young non-graduates from diverse backgrounds over a three-year period, the scheme to be run by the PRCA in partnership with Pearson in Practice. The partnership will spend the next year working with PR employers and practitioners to develop a programme that will meet both the needs of ‘employer’ and ‘employee’.

Although the scheme will undoubtedly help hundreds of non-graduates in the industry, let’s not forget that, mindful of the shrinking pool of candidates that rising tuition fees will inevitably create, there are already significant numbers of forward-thinking agencies and organisations with robust apprenticeship schemes in place.

Earlier this year, Shine Communications launched an apprentice-style scheme offering school leavers an alternative route into the industry by offering a two-year in-house and on-the-job training programme. Candidates were also required to complete the CIPR Advanced Certificate in Public Relations.

Hill and Knowlton have been running an internship programme for at least the past six years, with many of those completing the scheme moving up to Junior Account Executive level and in some cases Senior Account Executives and Account Managers. Czarina Charles, Talent Acquisition Manager, says, “It’s a great way to indentify junior talent for the business in an economical and efficient way” adding that, “intern help to support the teams deliver projects and campaigns which come up at short notice.”

In healthcare, too, there are some shining examples of agencies who, as well as wanting to encourage more graduates into healthcare comms as a potential career through offering apprenticeship schemes, understand that in the current economic climate, such schemes are essential to the future of talent acquisition.

Anna Parfitt, HD Director at Virgo Health says that their provision of a 40 week work placement programme and a one week placement scheme has, “provided opportunities for team members to coach students and essential people skills,” as well giving undergraduates “invaluable hands-on experience for individuals eager to work in the industry.”

Competition for placements is understandably fierce but for those lucky enough to secure a work placement or apprenticeship scheme (either as part of their University course or as a replacement) the rewards are truly rich – for everyone.

Posted in Candidates, Clients, Corporate Communications, Financial PR, General News, PR

2nd December 2011

In January, PR Week reported that the flurry of industry M&A around the turn of the year could finally see ‘large scale consolidation in a fragmented UK PR industry’.

Twelve months on, driven by clients’ growing desire for integrated, one-stop-shops as much as squeezed margins post recession, it seems like their predictions have been proved right.  Amongst some of the biggest mergers we’ve seen in 2011; Tavistock acquiring Conduit and Four Communications buying BGB amongst them, that of Pelham and Bell Pottinger stands out as one of the industry’s success stories.

It may be early days but already MD  James Henderson says the move has been ‘enormously successful’,  citing a phenomenal six-fold increase in profitability, strongly suggesting that PBP will buck the sobering trend that befalls the majority of M & A’s – failure within the first three years.

Speaking to him this week, it quickly became apparent that selling the many benefits of the merger (being able to compete at the top end, having a breadth of offering, being able to access larger opportunities and boost salaries through performance related pay amongst others) to the incumbent Pelham and Bell Pottinger staff was key to a smooth transition. “It’s ironic,” he says, “that internal communications isn’t always something PR agencies get right!” Important, too, was structure, with BP staff moving in with Pelham for a four month period to promote and facilitate team integration and culture building in Pelham’s own space before moving the team to BP’s Holborn HQ. Whilst the company is known for its strong work ethic, James candidly admits that ‘playing hard’, with drinks evenings and social gatherings, also helped to oil the wheels.

Hugely increased, target-busting profitability hasn’t been the only measure of success though. What makes this merger remarkable is that staff movement has been minimal, in fact less than expected in an average year.

Given that PR is a people business where intellectual property is the main commodity, making a merger work involves much more than getting the numbers right. It seems that James Henderson hasn’t just helped to put PBP on the course to much greater profitability, he’s pulled off arguably something even more challenging: winning over the hearts and minds of his staff.

Posted in Candidates, Clients, Communications, General News, PR

17th November 2011

As the economy is once again facing the spectre of global financial crisis, one major casualty has been Pharma. Those companies who did not sufficiently invest in their pipelines and drastic austerity measures adopted by national health systems mean that as an industry, Pharma is facing one of its most significant challenges yet.

We sought the advice of some of the industry’s biggest hitters, Stephen Cull (PhD), Head of External Comms at Novartis and Janet Kettle, Director of Corporate Affairs and Public Relations EAME at Allergan, to see whether despite these challenges it’s possible for Pharma to return to rude health.

Has the ‘blockbuster era’ of Pharma come to an end?

SC: Yes. There was a time when drug companies identified, discovered and commercialised impactful therapies for common western diseases such as COPD, heart failure and diabetes. They also found therapies that changed the status of certain cancers such as breast and prostate cancer from a fatal to a chronic condition (if detected early and appropriately treated). Many of these therapies are now losing their patented status and are being replaced by ‘blockbusters’ in more specialised diseases such as musculoskeletal disease (RA) and neuroscience (MS).

JK: Personally, I think this era has been and gone. The days of truly new and novel medications for big patient populations that can be sold at a premium seem a bit of a faded vision. Nowadays, pharma feels more about individualised medications and making small but meaningful advances to help patients get better, or live longer, happier lives.

What are the biggest issues currently facing Pharma?

JK: I think there are two big issues facing Pharma. Pipelines (or lack of them) and drastic austerity measures by the various national health systems. The latter is already starting to bite and most companies are already feeling the beginning of the pinch. As our populations age, it makes complete sense for the payor groups to be asking, ‘is this the best value I can get?’

SC: The patent cliff for those companies that did not sufficiently invest in their pipelines; the cost of market access and health systems demanding significant discounts against the backdrop of a global downturn; the resultant decline in company morale and internal uncertainty caused by both the former and; identifying and cultivating key government and NHS stakeholders during the current changes.

How are those issues going to be best addressed?

SC: i) Through mergers and acquisitions; ii) Some products will simply not be launched in the UK and some organisations may reduce investment as a result; iii) Solve i) and ii) first; iv) Through investment in stronger market access and communication teams.

JK: Pipeline gaps need to be spotted well and truly in advance with boards and senior executive teams actively engaging in R&D programs. New research and technologies are not always going to be ‘homegrown’ and we’ve already seen some very interesting approaches that challenge the traditional model of R&D (i.e. the GSK & McClaren deal). As to pricing and medication control, it’s now a fact of life that companies need to address the ‘fourth hurdle’. Setting out research questions early in the development of a drug (collecting relevant quality of life data, for example) will help companies be in the best place to negotiate with the payers.

What do you think the future direction of Pharma is going to be?

JK: I think the major trend for pharma is in more personalised medicine. The first of the medications developed from the Genome Project are making their way to market and we’re seeing a rise in smart diagnostics. Perhaps we can couple this trend with an aging population that is much more computer/information savvy and I think we’re going to see a really engaged patient who wants to take an active part in their treatment management.

SC: Pharma still has a bright future but bringing new products to market will be more risky and manufacturers will have to be able to demonstrate both clinical, cost and service effectiveness early. The pharma companies that thrive will be those that have unique/specialised products for which there is a clear demand as well as the internal know how to access and convince the right stakeholders at the right time. For those companies with light or uncertain pipelines they will have to focus on R&D/M&A and reduce unnecessary marketing spend.

Posted in Candidates, Clients, Communications, General News

17th November 2011

Caution typified PR and corporate communications recruitment in 2010 but 2011 has been an entirely new ball game. There’s been growth! We’ve seen the return of the counter offer an indication that talented people have the confidence to move. In a round-up of what’s been happening in the sectors we handle, here’s what’s been hot and not for 2011.

HOT
Senior positions: In corporate, financial, consumer, digital and healthcare mid to senior level hires have been in most demand. In corporate, the movement has been at Account Director to Director level, with senior level positions more hesitant although consultancies will always be tempted by rainmakers. In healthcare, our consultant described the desire for Account Managers and Senior Account Managers as ‘crazy’! Technology hasn’t bounced back as much as other sectors at senior level with hiring at same level as last year. It was a different story at mid level where there was a significant uplift in the demand for Account Managers.

Demand for new business expertise within the agencies: Corporate and financial agencies have been crying out for financial services experience, as have corporate consultancies – with ‘asset management’ being the expertise of choice. Consumer generalists with business acumen have been in demand, more so than sector specialists.

In-house positions: The desire to go ‘in-house’ has been one of the defining trends of 2011 and remains the holy grail for many communications and PR professionals. Briefs have been very specific as there has been a desire to make safe hires and hire the ‘perfect skill set’ making the process slower than before the recession.

Most movement: In-house, particularly in the professional services sector and integrated corporate/consumer agencies. Digital specialists have also been hiring at a great rate but as bigger players integrate a digital arm, competition for clients will be fierce.

In-house widening the net: In-house professional services firms were asking for candidates outside their immediate field. For example, law firms wanting accountancy or banking PR’s, accountancy firms wanting agency staff, property firms looking to industrials – perhaps a sign that the professions are gearing up for bigger things in communications terms for 2012.

Junior level roles: hiring activity at this level has been steady this year both agency and in-house with a flurry in the Spring and Autumn – the juniors are back in business as teams are built up once again. This was not the case in 2010.

Start ups: It’s happening again: top level talent leaving established agencies to start up on their own, particularly in the financial and consumer sector. Whilst not great news for the incumbent agencies, it’s a great indicator that there’s a lot of PR business out there to be had (and we certainly couldn’t say that a year or two ago!)

Healthcare agency positions: One major exception to the moving ‘in-house’ trend is in healthcare, with agencies – particularly Medical Education – hiring much more than their in-house counterparts.

Integrated agency positions: Integrated agencies are faring well in comparison to their ‘traditional’ specialist counterparts in terms of desirability, a trend that is set to continue in 2012 and beyond. This is particularly true for digital specialists who wanted to widen their horizons.

Salaries rises are back: Some comms professionals feel they are behind the curve having not had a salary rise in the last two years (or something minimal). This year with more confidence in the market many moved to try and make up for the loss.

NOT
Complacent employers: They may have got away with it in 2010, where competing job opportunities were thin on the ground and the spectre of redundancy may have loomed, but employers who failed to invest in their existing talent pool may suffer the consequences…

Posted in Candidates, career advice, Clients, Communications, Consumer, Corporate Communications, Financial PR, General News, Jobseeker Advice, PR

Posted on 26th October 2011

We are always on the lookout for great networkers to join the works but, like PR, recruitment has a mixed reputation.  We thought we would give you an insight into why we love our jobs.

1. The role is a superb mix of relationship building, using all your resources and managing expectations
2. It’s great if have an enquiring mind and enjoy finding out about people
3. From banking to consumer brands, we meet fantastic people every day and get an insight into their world
4. It’s highly satisfying – you get out what you put in – and if you are driven you can build a great business
5. We love working as a team but you also have loads of autonomy and ownership
6. Constant change – no two days are the same and it’s challenging
7. It’s great to help build businesses and support people through their careers
8. We enjoy giving advice every day on anything from salaries to interview technique
9. We thrive on the challenge of matching people to opportunities and vice versa,  so you end up being a demon interviewer and become adept at reading people
10. It’s fun too!

Posted in Candidates, career advice, Communications, Consumer, Corporate Communications, Financial PR, General News, Jobseeker Advice, PR, Technology PR

Posted on 20th October 2011

Interview traps can be hard to spot but we’d be amazed if even in the shortest of careers you hadn’t come across this ubiquitous interview hurdle: “Why do you want to leave your present employer?”

Whatever your true feelings about the company you are wanting to exit, under no circumstances should you wander in to the realms of rant, however tempting it may be.  As a professional communicator charged with upholding corporate reputations, how you regard a current employer at interview will inform your potential future employers about what you may say about them – and their clients.

Do

• Stress the positives of the company (there must have been a reason you joined them in the first place) and why they were a good company to work for
• Tell them about any training or work-related experience you’ve gained
• When addressing the reasons why you want to move on, make them skills, ambition and values related, perhaps stressing that you are looking for a new challenge and what that means to you.  Remember to relate what you are saying to the role and the company you are applying for, matching the advertised job description with the skills that you can provide.
• Take advantage of pre-interview coaching, a service that we provide to our candidates

Don’t

• Be tempted to rant about internal (and confidential) politics. The interviewer will gauge your discretion on behalf of the company / agency and its clients.
• Mention personality clashes – the interviewer may see YOU as the agent provocateur
• Use salary increases as the sole reason you want to move – this will not be viewed as sufficient motivation

It’s a rule of thumb that when it comes to being asked about present employers that, “if you can’t think of anything nice to say then don’t say it at all.”