richard charnock - branding for an exceptional recruitment business

Branding for an exceptional recruitment business

Richard Charnock MIRP – Head of the Institute of Recruitment Professionals

What’s a brand for?

• A brand exists to create a positive reaction from the buyero It develops awareness of the product/serviceo It sets expectations on the deliveryo It provides re-assurances around the qualityo It demonstrates the company culture and

values

Unilever makes and sells products under more than 400 brand names worldwide. Two billion people use them on any given day.

Recruitment has Strong ‘Consumer’ Brand Values in the UK

Who Are Seen as Most Professional?

Lawyers Journalists Estate Agents

Teachers Recruiters Politicians

178%

178%

347%

347%

534%

534%

276%

276%

632%

632%

439%

439%

Recruitment Market Snapshot - 2005 to 2016 Expected Trend

Conclusion – 8 key trends • The economy• Greater control of the supply

chain• Continuing margin pressure• A maturing market• Greater segmentation• Increased ‘professional

flexibility’• Demise of high street recruiting• An inch wide and a mile deep

Choices for competition

• Niche Higher end roles (Inch wide-mile deep)

• Traditional market

• Low cost volume model

Inch wide – mile deep

• Understand your niche and be known for it

• Demonstrate your differentiator• Excel in in your area and become the

preferential choice• Expand from your network to develop

wider influences/product ranges• Own the candidate

Recruitment winners

• Those businesses that:- oMake a choice on how to competeoBecome more niche and specialist o Focus on job creators – SMEs oUse content to build relationships o Embrace social media oCompete with their people capability

Social media – opportunity and threat!

Brand - The People factor

• Most recruitment organisations tells us 70% of costs are their people

Recruit RetainEngage Develop

• 86% of managers want to work for a company they can believe in

• Being the best employer means demonstrating the highest values

• Suppliers, organisations and people need to manage risk & enhance brand

What is the IRP Vision?

As well as a vision, we have a mid-term strategy that includes:

Wider acceptance and awareness of the Code of Ethics

Chartered Status

International recognition in the global marketplace

To lead a successful and respected recruitment industry that is recognised for its positive contribution to UK plc.

Code of Ethics | Professional Conduct We believe that the credibility and reputation of the recruitment industry is shaped by the collective conduct of individual recruiters.

The Code articulates the ideals to which we aspire as well as the behaviours that are mandatory for membership

The Code of Ethics.Respect for Work RelationshipsRespect for Honesty and TransparencyRespect for Confidentiality and PrivacyRespect for LawsRespect for DiversityCommitment to professional development

IRP Qualifications awarded by the REC

• Certificate in Recruitment Practice• Diploma in Recruitment Practice• NVQ Level 3 Diploma in Recruitment• NVQ Level 4 Diploma in Recruitment

• Level 3 and Level 4 ApprenticeshipsAdvanced and higher apprenticeships coming soon

Trust | The language of Brand

• Trust is the new universal language• Making trust immediately obvious in

this fast world• Setting out your standards clearly• Putting yourself up for scrutiny

Questions?