Know-How Exchange : Taglines/Names

Shelley - If this is your website (https://www.shelleysolomon.com/), then it would seem that you're focused on employees for restaurants, rather than a more general employee placement service. Is restaurant employee placement still your business focus?

Shelley

I presume you understand that matching people via their CVs is perhaps the very worst way to fill a vacancy?

"I get this warm fuzzy feeling when I think that our competitors will be taking the candidates we didn't ... just because of their CVs! It's what we would have done before."
(Paulo Lencioni Partner APL Accountants - recensie door een vriendin in Engeland).

How do you approach this problem? Because if you can hire people without needing an emphasis on their CV, you have a chance of a bombshell tagline.

Without it, you are hiding in the herd along with all the also-rans.

Moriarty

So maybe you better tell us very specifically who your target audience is and why you are so adamant about keeping a name that may or may not be best for the business.

The more focused and specific you can be about your target audience, the better able we will be to come up with a tagline that works for you. Where do they live/work? What is their pain-point? What makes you any different from, and better than, other recruiting firms? What's the ultimate benefit?

While you are thinking about your tagline, perhaps you can let us know how you will evaluate our suggestions and pick a winner. What criteria will you use? How will you know when the right tagline shows up? If we know that in advance, we can deliver on the first try. Otherwise it's unlikely we will be able to do so.

Hello,
In response to Jay. My past life has been restaurants and I have a lot of history under way too many names- single name, previous marriage name, previous project names. That is my "mess". I have had success with all of them which is good but they have ALL been under some other umbrella.

My dilemma is that I want to do more recruiting- I want to do all recruiting. for other than restaurants. So should I change my name and company AGAIN? or modify Rave Reviews to now reach a different audience.

In answer to Moriarty. You are 100% right and I never hire off the CV. I network and find the best fit. That is truly how I am different from other recruiting firms. I am not a resume mill. I truly seek talent and fit. That is why my placements stay for 6-18 years!

Hello MGoodman,

I thought I should keep my old company name just because it has been around for 20 years. However, my audience is a new audience so it probably shouldn't matter.

There is pain in a small business or practice that does not have the time to replace a professional who is will be leaving in 4 weeks. My target is a business usually under $2M with an owner who has less than 30 employees. Many doctors, lawyers and accountants who are entrepreneurs are better at their skill then being a business manager.

The more focused and specific you can be about your target audience, the better able we will be to come up with a tagline that works for you. Where do they live/work? What is their pain-point? What makes you any different from, and better than, other recruiting firms? What's the ultimate benefit?

I love the challenge of picking the winner. My strategy is to get to know the culture of the company and the needs and desires of the candidate and bring them together for a WIN-WIN union. I have good intuition but I know that is not enough. Here is my magic formula. Study the client, their culture, their need. Define it. Feel it. Find the candidate who wants the same work environment. When I feel the fit it right on both sides- hours, location, pay rate, skills, attitude, etc. Then I confirm with reference checks and I don't call who they listed (who would list a bad reference?). Then we do an assessment. Voila... we know it's right when all of the puzzle pieces fit together.

Intuition does play a role- when you seem to "know" that the person or tagline FITS. My problem is impatience. I move too fast and often make mistakes in marketing. I don't make mistakes in hiring. So I am like the business owner who is too busy to interview properly. I am good at hiring and bad at marketing. But I get 95% of my work through referrals from satisfied clients. That's why I need your help. Thank you!

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