Question

Topic: Taglines/Names

New Business Name

Posted by Anonymous on 3/19/2012 at 7:20 PM ET 250 Points
I am looking for some creative ideas to name a new recruiting business. We want to be known for our expertise (we both have 20 years of experience) and exclusivity (we won't be taking on all clients). We are stuck coming up w/ some basic names - S&J Legal Search or S&J Talent Search. We are going to start w/ a niche in legal, but will expand outside of that as we grow.
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RESPONSES

  • Posted on 3/19/2012 at 8:44 PM Accepted
    S&J doesn't mean anything to your target audience, so I would think you can do better than that for a name. (Maybe those are your initials?)

    Let's start with some basics:

    First let's talk about the target audience. Who are the decision makers for your services? Where are they? How do they select a search firm? What are the most important criteria in their minds? Which firms do they like/use now? Why? What's on their wish list for the next time they need recruiting help? And what words do they use when they talk about this topic?

    Then let's think about what makes you different from, and better than, others in your business? Think about the BENEFIT, not just features. For example, 20 years of experience isn't a benefit; it's a feature. Similarly, exclusivity isn't a benefit per se; how does that benefit a client ... or are you just saying you don't want to work too hard, so you'll turn down half the prospective clients?

    You need to do some of the difficult up-front work and answer these kinds of questions BEFORE you try to come up with a great name. If you already HAVE done the work, then you need to share it with us so we can come up with a great name for your new recruiting business.
  • Posted on 3/20/2012 at 11:14 AM Author
    Thank you for the direct feedback; I appreciate it. The hard work is what we are starting with. The proposed names I shared was a reflection of some of that.

    Here are some more details-

    Target market is local/regional. They are mostly Firm Administrators, attorneys, and recruiters. They are attracted to personal name recognition (think names of law firms) Kind of the old school approach to the industry. Most boutique recruiters (our competion) use their name e.g. Phillips Legal Search. Reason for the S&J - we really do not want to go old school, but acknowledge this still works. They also attract to very targeted names - e.g. Accesslegal (but that name is taken). Ideally we would love something similar to Accesslegal, but we are getting stuck with coming up with anything original.

    Target market terminology: recruit, talent acquisition, HR business partners, search.

    Benefits- saves time, provides partner in the process, provides access to hidden talent.

    Additional info- Client has option to post and search online themselves. Most are going here first. They are struggling with the volume now of online info. and time it takes to sift through everything. They seek help from a headhunter to network and provide candidates they cannot easily find or connect with.
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