candid thinking, creative solutions, clear choice www.clearlypr.co.uk
ClearlyPR 'Branding in Recruitment'
Jul 14, 2015
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candid thinking, creative solutions, clear choice
www.clearlypr.co.uk
www.clearlypr.co.uk
agenda
1. Who are we to talk?!
2. How is your organisation currently perceived?
3. Why a good brand is important
4. Why now is the right time
5. How having a strong brand will generate ROI
www.clearlypr.co.uk
who we are
Paul MacKenzie-CumminsCo-founder and Director
Public Relations, Corporate Communications and
Content Marketing
Recruitment firms £1/4m-£1bnSuppliers
Job Boards
Public Relations
Corporate Communications
Content Marketing
Branding
Editorial
Event Management
Digital Communications
2006, 2007, 2008
www.clearlypr.co.uk
who we have worked with in your sector
www.clearlypr.co.uk
For the apparel oft proclaims the manPolonius, Hamlet Act I Scene III
www.clearlypr.co.uk
How you see your organisation
from the inside out,
may not be the way others see you
from the outside in
perception is key
www.clearlypr.co.uk
how do your customers and candidates view you?
Have you asked them? If not, how do you know?
www.clearlypr.co.uk
how do you want them to view you?
Successful
Safe/Assured
Innovative Quality – Adds Value
Stable/Growing
RelevantKnowledge
Ethical
Leader/Reputation
www.clearlypr.co.uk
bridge the gap between perception and reality
Perception Reality
branding
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why now?
Q4 2013
Are your current marketing efforts
attracting buyers or birds?
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the green shoots are in full bloom
Q4 2013
Unemployment fell to 2.34m (7.2%)
15th consecutive month
193,000 more people in work (+0.6% Y-o-Y)
The Economy
Source: ONS
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the green shoots are in full bloom
£26.5bn
617,314jobs filled by recruiters
2012/13
£1.6 billioncommissions
The Recruitment Industry
93,610 new entrants
Source: REC
2013/14 and beyond??
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the green shoots are in full bloom
2013/14+7.3%
Continued growth for 3 years
2014/15+8.3%
The Recruitment Industry
2015/16+9.6%
Source: REC
Q1 2014Pre-recession
levels surpassed
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the green shoots are in full bloom
66% will increasestaffing levels
21% will be
investing in back office
function
72% of recruiters report growth
Source: Deloitte
Recruiters are growing...and investing
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Recruiters are growing...and investing
or
will you seek to stand out from the crowd?
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why should your future talent buy into you?
25% Number of recruitment firms who say attracting talent for their own businesses remains a challenge (REC)
Employers must work hard to improve their employer brand to ensure they remain competitive and well-placed to attract the best talent. Your branding needs to emotionally resonate with employees...
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why should your future talent buy into you?
Goldman Sachs
“Creating the most outstanding HR service in its sector” - “help make the difference”
www.clearlypr.co.uk
why should your future talent buy into you?
Ernst & Young
“Go from strength to strength with Ernst & Young” - “further, faster”
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why should your future talent buy into you?
Cancer Research UK
“Be part of an organisation that's leading the fight against cancer”
www.clearlypr.co.uk
why should your future talent buy into you?
Innocent
“We're here to make it easy for people to do themselves some good (whilst making it taste nice too)”
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why should your future talent buy into you?
BBC
“To enrich people’s lives with programmes and services that inform, educate and entertain”
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why should your future talent buy into you?
“Do cool things that matter”
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why should your future talent buy into you?
Barclays
“Opportunities on a different scale”
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what return can you expect?
1. Command a position over your competition
2. Drive sales growth by attracting new customers
3. Increase customer and client loyalty
4. Create opportunities for further expansion into new markets
5. Insurance during a downturn
6. Become regarded as an employer of choice – attract the best talent to grow your business
7. Increase brand awareness, challenge perception – set the perception agenda
8. Enhance your reputation
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