Branding is a word that is bandied around these days like Web 2.0, social media, etc. People are constantly using the word to say “oh, that’s branding” or “we need branding” or “that’s great branding,” but do they know what branding really is or what it means?
A brand is an image or idea (or collection of images or ideas) representing verbal attributes to a name, logo, tagline or design. A brand captures and conveys the core essence of a company. Two quick examples: McDonald’s brings up the image of “the golden arches” and you immediately think Hamburger. Disney brings up the image of either a castle in the sky or a mouse profile, but they immediately evoke images of happy children or memories of childhood.
You’re probably wondering what this has to do with recruiting. The simple fact of the matter is that branding helps attract talent and clients. Branding creates an image for companies that are grounded in belief, rather than facts and creates the first link to a loyal customer. An extremely successful recruiting firm who understands and wields branding like a master swordsman is Korn/Ferry. I bet you when Korn/Ferry picks up the phone and calls candidates, they may not know the recruiter, but they know the company. Even passive candidates will take the call to see what the recruiter has to say. And, better yet, the candidate will most likely open up their network and make recommendations.
Two other reasons for branding your recruiting firm:
- Candidates will start looking for you!
- Companies will look to your expertise and, hopefully, sign on as clients.
Branding makes a big difference. It ain’t cheap, but it’s worth the bucks.
This is dead on the money. I used to work for the firm and can tell you that almost everyone takes the call because of the name, BUT there are too many recruiters who no nothing about the candidate from Korn when they call and the astute candidate will not like it. Too many think the branding is all that is necessary.
Posted by: Andy | October 07, 2008 at 04:58 AM