Question

Topic: Branding

Brand Positioning Strategy For Excec Recruitement

Posted by reneandlesley on 4/15/2009 at 7:59 PM ET 500 Points
a recruitment company wants to specilise in executive recruitment but to have an edgey but professional approach. It does nnot want to appear to be all collar and ties and wants to attract both dynamic clients and candidates. Only wants to work in executive area but needs some clever branding initiatives to make its mark. Needs a name and some positioning strategies. Understands the imporatnce of both clients and cnadidate engagement and wants to change the perception of the industry from purely a numbers game of providing a random number of candidates to each job posting which is common in the industry.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/15/2009 at 9:46 PM Member
    A couple of questions:
    * Executive recruitment to what type of companies?
    * Located where?

    Your business "attitude/style" isn't a strong point for your USP. Why? Because it's not a key point that companies that are paying you will care about. They want the best candidates at the best prices with the fewest hassles in the right time frame.

    What are your key unique benefits that you'll be providing? The more information you share about your effort, the better we can assist you.
  • Posted by Susan Oakes on 4/16/2009 at 1:51 AM Member
    Jay makes a good point.

    When you are thinking about the key benefits, it is also a good idea to identify what makes you different to your competitors that is is relevant for your clients.

  • Posted by Ann Sheehy on 4/16/2009 at 4:32 AM Member
    Hi Rene & Lesley

    You need to take a broader view of the market you're operating in. What is it you feel your competitors are not offering that is valuable to your clients/prospective clients? Perhaps saving them time by not sending them candidates that won't meet their criteria? Only snag is, don't all agencies claim to do that?

    As already mentioned above you need a unique selling proposition.

    Ann
  • Posted by telemoxie on 4/17/2009 at 8:42 AM Accepted
    While I agree that a unique selling proposition can be a very good thing, let's be realistic.

    I have interviewed many clients and potential clients who started by telling me that they were different from everybody else, and then when they described their corporate capabilities, they told me the same exact story I'd heard a dozen times before.
    I am sure I will be considered by many on this forum to be a heretic but I notice that McDonald's franchises are successful even though they are not unique. All auto mechanics are basically the same. All computer consulting firms are basically the same; they will analyze your situation and do whatever work you will pay for.

    I would be more than happy to be proved wrong. You have said that you want to change the entire perception of the industry, and you said you want to change it from a numbers game. But what do you want to change it to?

    By the way, I've represented several firms similar to yours. I have asked many hiring managers, most of which are overwhelmed by staffing agencies, most of which are currently happy with your current suppliers, few of which are probably hiring today, what they would want in a new provider. The overwhelming response I received from these hiring managers was that they did not need a new firm to provide them with the same exact resumes from monster.com and similar sources. They consistently told me that they would consider relationship with new agencies if those agencies had fresh sources of candidates not available elsewhere.

    Good luck to you.
  • Posted by reneandlesley on 4/20/2009 at 9:11 PM Author
    Sorry for the delay in getting back to you something personal cropped up.

    In answer to Jay hamilton Roth-

    - Primarily for the Finace and Accounting space however they want to appeal to a wider market and this will include Sales and marketing. Definatley not IT
    - Australasia
    - USP's - Personnel with great experience , looking to provide a greater level of support incl HR advice and strategy, providng employee engagement support and a software programme to clearly identify and monitor what are the key factors and drivers which engage the candidate at the start of the process and a further analysis later in the programme.
  • Posted by reneandlesley on 4/20/2009 at 9:24 PM Author
    Thanks for all the reposnses and whilst I feel that telemoxie may have a point in why have a USP I believe that the client/ candidate engagment will be more loyal and long term with a USP rather than a Mc Donalds like concxept. I do not believe that there is any loyalty in a mcDonads customer to any branch and this means that they are nothing more than convenienet. It is important that the recruitment company is seen more than just a convenience.
  • Posted by jcasalou on 4/21/2009 at 10:17 AM Member
    renaissance executive recruiters
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