To me Microsoft isn’t the same as Apple, a BMW will never be an Aston Martin and cut me anywhere and I’ll bleed bitter Blue.
Most of us have brands that we identify with but how many heads of recruitment have an agency that would truly be missed by recruiters…
Whose disappearance would be felt by those that work there, its alumni, the wider market and those that aspire to be its next employees?
Recruitment is often a nomadic career path where high churn rates make for volatile growth and are accepted as par for the course when running an agency.
If you don’t have a secure and reliable pipeline to inhouse hiring and the reasons to then retain talent, you’ll always be taking steps backwards as you move forward.
In a crowded market it can be hard to differentiate and it’s amazing how far wide of the mark some agencies are flying in trying to do so.
I can tell you that advertising a bean bag in the office and a laissez-faire attitude, is not creating a brand that speaks to recruitment talent.
Having an office dog, a beer fridge and table tennis on show are nice wall hangings, but do little to separate you from the 5,000 other agencies joining the industry each year.
Your fridge isn’t stocked with opportunity, talent would probably prefer walking in Vegas than around the block with your office pooch and talent aren’t looking to play with their careers.
It’s usually a given that your commission is uncapped. That you consider yourself best-in-class or industry leading. Try shelving the buzzwords and try actually digging into the details of your technology, commission structures, processes and lifestyle that make you so.
Your Story is Your Real USP
As an agency owner, I might have been sceptical about redirecting my investment from an internal recruitment budget to building a brand that’s connected to inbound marketing.
But, after speaking with hundreds of agency owners, industry figureheads and recruitment bodies it’s becomes clearer with every conversation that it’s integral to talent attraction.
How many times have you advised a client on the importance of their employer brand, how their target audience thinks and feels and how to package their USPs in a way that engages with them?
Well, it’s now a case of physician heal thyself and time for agencies to start taking stock of their own advice.
Be an agency that top talent holds out for, that recruiters will choose beyond a few decorative trimmings. Be a premier brand that recruiters want to be ambassadors for.
Shelve the corporate wallpaper and tired career pages and showcase the reasons why recruiters should hold out for your agency.
Inject your brand with life through video storytelling and visuals that are unforgettable and leave the right impression with top talent.
Tell your individual story and let your successes tell theirs. Create narratives that speak directly to the talent you want to miss not working at your agency.
Be bold and refuse to be just another agency by being an unforgettable brand.