The Case For Investing In Your Recruitment Brand
By Paul Quinn, © 2002
Want to attract more clients and candidates
to your agency? Then start focusing on building your brand.
Your recruitment brand has a powerful influence over the
decision making process of both your clients and candidates.
In effect, your brand acts to "pre sell" your
products and services to your target market. Below are six
compelling reasons why you should look to invest in your
1. Maximise shareholder returns
McKinsey Consulting research confirms that strong brands
deliver shareholder returns significantly above the industry
average, whilst weak brands trail average industry returns
by over 3 per cent.
2. Attract repeat sales without advertising
Loyal customers will often return to strong brands
3. Charge premium margins
Research has shown that people will pay more for brands
they know and trust. If your agency is currently experiencing
margin pressure it may be time to invest in your brand.
4. Gain a business edge that your competitors can never
Your competitors can try and mimic your brand, but this
strategy typically offers limited success. Strong brands
identify a market niche and are first to fill the 'vacuum'.
5. Simplify your customers' decision
When customers need your service they need only to think
6. Build customers' confidence and trust before a sale
In consistently promoting your message over a sustained
period, you build your customers' trust well before they
engage your services.
To maximise the impact of your brand investment in the
new financial year, you need to focus on building a compelling
point of difference based on the unique needs of your target
market. Without a compelling point of difference there is
no reason for a client or candidate to select your agency
over another. Yet with over 2,000 recruitment agencies in
Australia alone, identifying a point of difference is a
crucial step that many agencies overlook. Indeed, during
our consulting work this is one of the first questions we
ask our clients. If they can't provide a compelling answer
within the first 10 seconds then it's usually a clear signal
that their branding strategy needs work.
Those agencies that focus on carefully building a clear
and consistent brand image, and give their customers a compelling
reason to interact with them, will be the ultimate winners.
"A brand without a personality, not
unlike a person, lacks friends and may be easily overlooked." - Building Strong Brands, By David A. Aaker
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