Recruitment is up there with one of the most competitive industries around, so having a memorable brand to call your own is more key than ever, after all you want to be representing the best candidates out there and working with the best clients.

The most profitable companies, small and large, have a single thing in common. They have established themselves as a leader in their particular industry by building a strong brand.

The Apple Entrepreneur, Steve Jobs said:

“Branding sits at the core of a company’s philosophy because a company’s brand is what that company is.”

Companies House saw over 4000 new recruitment agencies register with HM Revenue & Customs (HMRC) in 2014. There are currently 19,823 recruitment agencies in the UK (Ref: de poel)

Creating your brand is one of the most exciting parts when starting your recruitment business; what will you look like? what will you sound like? what will your style be? The common misconception about a brand is that it begins and ends with your logo, and that ‘branding’ is the process of having your logo printed onto various merchandise such as mugs, pens and calendars! I’m sure a few of you are nodding now!

So let’s take a step back… Your recruitment brand is essentially made up of the 4 key areas we’ve outlined below, this is only a brief snapshot but it’ll get you thinking:

Values – what do you stand for and why are you different to other recruiters? What do you want people to think about your business?

Tone of voice/ Personality – spoken and written word, are you formal, more relaxed – who is your audience?

Corporate Identity – you need a logo that is unique to you, it needs to be well thought about, memorable and represent who you are. It needs to flexible and work across all channels – especially social media.

Look and Feel – What colours, typefaces, imagery and overall style will you use, how do you want people to feel when they see your brand?

Once you have established all of these areas (don’t rush it!) you are ready to live and breath your brand! Your values should come through in all of your channels of communication whether that be web, social, direct mail, e-shots and especially your website! (see my blog on whether your website is loosing you business)

Consistency is the key to building brand recognition. Mean what you say, avoid soulless stock photography and try to avoid generic terms if you can. This is easier for agencies who specialise in one or two markets, than for more general agencies who have to develop a way of speaking to different audiences.

Building you brand will not only help you attract the best candidates and new clients, but will also be a fabulous tool when it comes to attracting your own staff. Quality recruiters are notoriously hard to find so you need a brand they will be proud to work for as well.

We have worked with many recruitment teams from start-ups to well established groups to help them define their brand and leverage it’s power to help them grow their businesses and become industry leaders.

This all begins with our high energy workshops which are designed to unearth insights about your business practice and unlock what makes you special – with all your key people in one room, we get under the skin of your business and we get everyone fired up, aligned and excited about your vision.

If you’re interested in learning more about building your recruitment brand, we’re always excited to hear from new clients who are looking to grow their businesses.

My closing message would be: Your brand isn’t just your logo, it’s everything you do and the most important thing to invest in.