Why choose this course #5: Brand

There’s a lot of nonsense spoken about branding in recruitment.

Here’s what Seth Godin thinks ‘brand’ means:

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”

To put that into a recruitment context, agencies like Hays, Michael Page and Robert Half would get clients to work with them, above all other agencies, and pay them more, simply because of their name and reputation.

The easiest way for a recruitment agency to build a brand reputation is produce great job ads. The type of job ads that people read and think “wow, that sounds a bit different.”

Believe it or not, that’s exactly how Michael Page built their name back in the early 90s. They produced job ads that were usually better than everyone else’s.

If you’re trying to grow a recruitment business, the quickest and easiest way to build a positive brand reputation is to consistently put out good job ads.

That’s because you’re demonstrating that you’re a great recruiter rather than just telling people you are.

And job ads offer the best ROI of all your marketing channels. In recruitment marketing, job ads are where the rubber meets the road.

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