Recruitment Live

Nov 25th 2014

James Del-Gatto | Black Slate

RECRUITMENT

BRANDS

YOUR BRAND COACH• 16 years experience, brand management, marketing and

communications

• Both sides of business, external and internal: IT, HR, Marketing CEO Office

CHALLENGESSome of the challenges we face, and the areas our brands should

address

Q: What is your greatest competitive advantage?

A: 30% My brand

Bullhorn research:

Trends 2014

Brand 30%

Social: Candidates

CRM

30%

17%

12%

Other, all

less than

8% each

CONTINGENCY BUYERS: 2014Top route to agency:

Word of Mouth

Choice criteria:

Worker & service quality

WHY ARE BRANDS VALUABLE?The benefit of managing your brand

CLEAR IDENTITY• Clearly express who you are

• Laser beam focus will be easily understood by all stakeholders

BRAND EQUITY• Drives loyalty and advocacy

• HBR review estimates B2B business with strong brand equity add

20% value

WHAT IS A BRAND?• Why is this such an elusive term?

• New model for recruitment

CIM Definition: The set of physical attributes of a product or service, together with

the beliefs and expectations surrounding it - a unique combination which the name or

logo of the product or service should evoke in the mind of the audience.

The service features The name and logo

Mind: beliefs

and expectations

BRAND CHOICE IN THE BRAIN

1

• Representation and Choice• Identification of choice set

• Saliency of brand

2

• Predicted Value• Prediction by the consumer of how much they will enjoy the

brand

3• Experienced Value• Enjoyment of the brand during its consumption

4

• Remembered Value• Memory of brand liking: how liking of brand is encoded,

consolidated and retrieved

PARTS OF THE BRAIN INVOLVED

The Human BrandThe two most important dimensions we

have evolved to judge people,

and brands on.

Warmth

The intention of the person

Terms: Friendly, kind,

honest, sincere

Competency

The skills and competency

of the person

Terms: Intelligence,

strength, reliability

A BRAND MODEL FOR RECRUITMENT

1. Friend? 2. Handy?

WARMTH AND COMPETENCEWarmth

Perceptions

Competence

Perceptions

Resulting

Emotions

Resulting

Behaviours

Warm + Competent Admiration,

Pride

Attraction,

Loyalty &

Advocacy

Cold + Competent Envy,

Jealousy

Begrudging

cooperation

Warm + Incompetent Sympathy,

Pity

Indifference,

Neglect

Cold + Incompetent Contempt,

Disgust

Rejection,

Disassociation

PRACTICAL EXAMPLE

What would a recruitment brand website look like based on warmth

and competence

BRAND TERMS RE-CAP

• Brand = Name of product or service

• Brand Reputation = perceptions and

believes held in the mind of stakeholders

– Warmth + Competency

• Branding / brand management = shaping of

those believes

• Brand Equity = the result and value of

successful branding and brand management

HOW TO BUILD A BRANDA case study in building a recruitment brand

TIME FOR A FACELIFT

THE JOURNEY

Research / strategy

Create: Design

Build: website, collateral

Launch: Internal, external

Manage Brand

Marketing

THE TEAM

James

Black Slate

Oyster

Jack

Website

Design

Clients

RESEARCH / DISCOVERY

MARKET RESEARCH

What Client’s value Oyster ScoreSkills, educ. match

Culture match

Helpful / friendly

Screening

Quality of advice

Market knowledge

Manage rec

Save time

Fast and responsive

Candidate relation

CSR

BRAND STRATEGYThe recipe to make your brand

• To be the most trusted and respected provider of staffing across property sector

Vision

• To grow with integrity and set the benchmark for property recruitment

Mission

• Expertise Delivered

Single Organizing

Thought

• The Values

• Transparency, Integrity

Values

Brand Culture Model:

Oyster Partnership

SERVICE DESIGN

THE ‘OYSTER DIFFERENCE’

The “Oyster Difference” your recruitment service

• Brought to life on website and marcomms

• Video: website and social

BRAND IDENTITY: TOOLKIT

STAKEHOLDERS

Staff

Clients

Candidates

STAFF HANDBOOK• The Brand

• The service: Oyster Difference

• Selling the brand

Summary

• A brand is valuable, it creates: loyalty, a premium

price and advocacy

• A brand conveys two important dimensions: warmth

and competency

• You build a brand from the inside over time.

• And it pays to get expert help

• Would you like help developing your brand?

james@black-slate.co.uk

Jack Barton

Oyster MD

The client’s journey and outcomes

Rebranding in Recruitment

A Case Study

Jack Barton &

James Del-Gatto

• Jack Barton

• SME Recruitment Owner since 1999

• First company RGB now part of Pertemps

• Co-owner of Ocean Partnership (2002)

• Co-owner of Oyster Partnership (2004)

Why Me?

• Successfully rebranded in November 2013

• Results widely lauded

• PM for Oyster for the 7 month project

• We are a privately owned SME in a period of

strong growth

• I can give you facts not theories!

Why Rebrand?

• Natural reticence from recruiters

• Does it make me any money?!

• Client perception

• Candidate attraction / engagement

• Employee attraction / engagement

• Single organised thought

• It’s inherently tribal

• Identity

• Platform for delivering your message

The Impetus

• Client feedback

• Brand didn’t reflect consultants’ ability

• Brand didn’t support the consultants

• Brand wasn’t engaging

• Brand wasn’t in any way inspirational

• We had no discernable outward identity

• Nothing outwardly unique about us

• We had the money to do it!

Can of Worms

• We need a new website…..

• We need a new logo

• We need new colours

• We need new content

• We need a message

• We need a brand

• We need some help!

Help!

• How do you build a brand?

• Hiring in expertise

• Using a creative agency

• Process knowledge invaluable

• Project Management

• Debunk some myths

• Working with designers!

Impact

• Clear identity

• Clear message

• Clear values

• Instant respect

• Incoming business

• Employee, client and candidate engagement

• Sense of pride

Results

• Headcount up 44%

• GP up 50% (October to October)

• Contract GP up by 43%

• Perm GP up by 66%

• Operating profit up by 125%

Hi Jack,

I was talking to Liz earlier today and I

commented on how much I liked your new

branding and website. It looks impressive

and without wishing to sound rude, it’s a big

improvement.

European Resourcing Manager, DTZ.

What You Want to Hear!