Question

Topic: Taglines/Names

Tech Recruiting/consulting Firm Tagline Dilemma

Posted by Anonymous on 1/15/2013 at 9:29 PM ET 250 Points
I am working on a tagline for a small firm who does staffing for short and long term projects, recruiting for permanent placements and IT consulting. <br /><br />Clients include companies of all sizes and industries. They generally work directly with the hiring managers (not HR), at the management and executive level. Candidates are Software Developers, Enterprise Architects, Data Architects, Business Analysts, Systems Analysts, Technical Analysts, Technical Project Managers, CIOs, CTOs, Call Center Managers, etc. <br /><br />Value proposition- the owner is seasoned with 20 years of industry experience and an expansive network to draw upon. They take the time to truly understand each client''s goals, needs, culture, etc. They are not a mega staffing agency that uses a "digital matching system" that refers to candidates as numbers and sifts through thousands of generic job descriptions to try to find a quick fit that is not necessarily the right fit. This is very important to their personal approach and longevity of the client relationship because it shows that they are not just placing people but that they are trying to better understand their business and current/future goals from every angle. This understanding translates to more qualified and better informed candidates and a more efficient process for everyone involved. <br /><br />For candidates- they have experienced and knowledgeable recruiters who understand more than just the words on the job description – they appreciate the technologies and have first-hand knowledge of what’s really important to the client. <br /><br />Their logo is inspired by the infinity symbol because the owner really likes the idea that individuals can create infinite potential. Yet, the name of the Co does not convey what their company does so I feel like the tagline needs to include the words talent and technology (they don''t want to use the words staffing or IT). Some ideas I''ve come up with that I do not love:<br /><br />Reach Infinite Potential with the Right Tech Talent<br /><br />Talent and Technology for Infinite Potential <br /><br />The Expertise to Understand, the Talent to Succeed (I like this b/c it draws on their personalized approach but it doesn''t say anything about Tech)<br /><br />Please chime in with questions and suggestions. I will be so appreciative of any help! Taglines for service companies like this are sooo much harder to create than product taglines.
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RESPONSES

  • Posted by Moriarty on 1/16/2013 at 8:09 AM Accepted
    Okay, so you have told us everything about them. That's fine, only it is the root of your problem. Because taglines aren't about the business - they are about what your customers want of your business.

    Look at it from the perspective of their customers and suddenly all your dilemmas fall away.

    Does this business have any references from established clients. Looking through these will give you the answer you need. Let's hear a few of them and we can sort out some really effective taglines.
  • Posted on 1/16/2013 at 8:22 AM Accepted
    Moriarty is on the right track. Who are their clients? Where? What words do the clients use when they talk about the benefits they are seeking from a tech recruiting company like this? Do they value the fact that someone is going to get to know them really well, or does that sound like more of a nuisance than a benefit? (BTW, it's a feature, not a benefit.)

    So what's the benefit the client wants, in the client's words?

    As for the infinity symbol/logo, that sounds like an indulgence for the owner. You should probably ignore that too when coming up with a tagline. Are hiring companies looking for some "infinite" benefit? They might as well have used a rock or a fossilized twig.

    Separate issue: The tagline is for the recruiting company, not the person being recruited, right? If that's the case, then the benefit for the candidate is irrelevant.
  • Posted on 1/16/2013 at 9:46 AM Author
    Thanks for the response! They don't have any testimonials yet but I gave them a list of Q's to talk through with a few of their clients and they are working on it. They want their messaging to speak to both the clients they work with and the candidates b/c they engage with both of them personally- and make money from both of them :) throughout the process. They said that oftentimes their candidates go on to work for companies and become clients.

    Their value (as I see it) is that due to their experience and their personal process they "get it" ("it" being the company's need and candidate's talent) so they are able to efficiently match a candidate with a company's needs. The time they take to understand the business upfront is a value, not a nuisance, because it saves time they'd spend interviewing candidates who are not the right fit.

    I agree about the infinity tie-in....I think I'll tell them we can talk about that in the About Us/Our Philosophy section of the website instead.
  • Posted by Jay Hamilton-Roth on 1/16/2013 at 6:39 PM Accepted
    The Right People At the Right Time
    Finding The Right (IT) People
    Top Flight Talent Gets Results
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