Your brand is the sum of all the experiences your clients and candidates have with you. Simply put, it’s why people choose to do business with you – or don’t. Now is the time to focus on your staffing firm's brand – defining it, promoting it, and measuring it. Because the stronger your brand is, the easier it is for clients and candidates to say yes to you. Join us on Tuesday 13th September for an online crash course where you'll learn: Simple steps you can take to define your brand How to promote your brand on LinkedIn and social media channels Metrics you can use to easily monitor your success

1. Building, promoting and measuring
your brand

2. ​Lucy Wren
​Solutions Consultant
Branding to Win Clients and Candidates 2

3. Branding to Win Clients and Candidates 3
No brand?
No business.

4. What makes a great brand?
Branding to Win Clients and Candidates 4

5. Branding to Win Clients and Candidates 5
Common misconceptions and excuses
“My business is too small to care about branding.”
“I don’t have the resources or time to devote to
branding.”
“My firm isn’t any different from other firms.”
“I thought branding was Marketing’s job.”
“Where do I start?”

6. Branding to Win Clients and Candidates 6
Common misconceptions and excuses
“Where do I start?”

7. Define Your Brand
Branding to Win Clients and Candidates 7

8. Find your purpose
We find suitable
candidates to match
our clients vacancies
Branding to Win Clients and Candidates 8

9. Do your research
Branding to Win Clients and Candidates 9

10. Planning your research
1. Who will you talk to?
2. What information will you collect?
3. How often?
4. Where and how will you engage your targets?
• What drove you to set the company up?
• What keeps you at XYZCo?
• What are you good at? Best at?
• What do your clients say you are good at? Your
candidates?
• What’s special about your recruiting process?
• What three words would you use to describe XYZCo?
• What’s your overall impression of XYZCo?
• What’s your favorite aspect of how XYZCo operates?
• What makes XYZCo different from other firms?
• How likely would you be to work with XYZCo again?
Why?
• What three words would you use to describe
XYZCo?
Internal sample questions External sample questions
Branding to Win Clients and Candidates 10

11. Turning brand into reality
CREATE A CLEAR
COMPANY
NARRATIVE
DEMONSTRATE
THROUGH
BEHAVIOUR
PHYSICAL AND
DIGITAL
ENVIRONMENTS
Create a narrative that
tells people who you are
• Why
• How
Informs messaging
across all channels
• Outbound
• Responsive
Create a set of values for
employees that help to
guide them to deliver the
brand promise
Encourage and reinforce
• Employee recognition
• Hiring criteria
Audit what is there
already
Create the ideal scenario
then either overhaul if
needed or introduce over
time
BUILD BRAND
ASSETS
Audit what is out there
• You
• Competitors
Create easy to use
assets and guidelines
Branding to Win Clients and Candidates 11

12. Promote and engage
Branding to Win Clients and Candidates 12

13. Branding to Win Clients and Candidates 13
13
Maximise your employees presence
Photo
Headline
Summary
Rich
Media
Cover
image
Posts /
Blogs

14. Branding to Win Clients and Candidates 14
Recommendations
/ Blogs
Groups
Follow

15. Branding to Win Clients and Candidates 15
Encourage employees
to be thought leaders
• Share content, join groups,
and help spread your
messages.
• Tee up an article of the
week your team can share.
• Check out Alistair Cox’s
posts for inspiration:

16. Branding to Win Clients and Candidates 16
“Having more followers
than companies 100x our
size gives us significant
credibility within the
industry.”
Chad Saffro
Recruiter and Consulting,
CS Recruiting
Strengthen Your Firm’s Brand
Take your Company Page to new heights
Make sure that it communicates:
• Your brand purpose
• How you do what you do – what makes you
different
• Your focus areas
• The type of clients with whom you work
• The opportunities you can deliver to candidates
• What candidates and clients should expect by
working with you
• What potential new consultants can expect from
you.
7 LinkedIn research per Field Guide

17. Branding to Win Clients and Candidates 17
• Sums up unique positioning
to both clients and
candidates
• Grabs attention with
explanation of why it’s
different from other recruiting
firms
• Builds credibility with specific
examples of results achieved
• Further brands itself with
infographics and testimonials
on its accompanying Careers
Page.
Best-in-class staffing firm Company Page

18. Branding to Win Clients and Candidates 18

19. Branding to Win Clients and Candidates 19
Follow these three steps to out-hustle your competition:
For more information on the Follow button, visit developer.linkedin.com/plugins.
Step 1:
Add a free “Follow”
button to your site
Make it easy for
people who visit
your website to
follow your
Company Page.
Step 2:
Go social
Cross-promote
your Company
Page in LinkedIn
Groups and on
other social
platforms.
Step 3:
Employees spread
the word
Ask your team to
include your
Company Page on
their LinkedIn
profiles and in client
and candidate
communications.
Grow your Company Page Followers

20. Branding to Win Clients and Candidates 20
Status updates have 3 key benefits:
• Show you’re a strategic partner.
• Make you visible and accessible.
• Extend your reach.
Break away from the pack with
stand out status updates

21. Branding to Win Clients and Candidates 21
Break away from the pack with
stand out status updates
Make your status updates uber-engaging by:
• Using images and rich media
• Target using criteria like job function, seniority and
geography
• Leverage existing content streams – Influencers, Pulse,
and Groups.

22. 22
Where can you find great content to share?

23. LinkedIn Careers Page, Targeted Ads, Sponsored Content
23
Make a bigger splash with paid tools

24. LinkedIn Careers Page, Targeted Ads, Sponsored Content
24
Make a bigger splash with paid tools

25. LinkedIn Careers Page, Targeted Ads, Sponsored Content
25
Make a bigger splash with paid tools

26. Branding to Win Clients and Candidates 2610 2014 Jobvite Jobseeker Nation Study
86%
86% of job seekers
have an account on at
least one of these six
social networks:
Facebook, LinkedIn,
Google+, Twitter,
Instagram, Pinterest.10
Decide where to play on other social media

27. Branding to Win Clients and Candidates 27
Platform What works Considerations Peak activity
Suggested
frequency
• Videos, images/quotes, and thought
leadership-oriented blog posts tend to
do well.
Professional-oriented social
network, so photos from your family
vacation are better utilized
elsewhere.
7-9am
5-6pm
Start with 2-3
times/week.
Work up to once per
day.
• Chatty content – show your
company’s informal side e.g. photos
from the holiday party.
• Highly visual content (like
infographics) do well.
You can’t target your posts by
industry, so you’ll have to find other
relevant parameters.
6-8am
1-4pm
Start with 2-3
times/week.
Work up to once per
day.
• Industry news.
• Encourage your employees to share
job postings on Twitter for their
portfolio companies.
Less professional focus and more
news, entertainment oriented; 140-
character limit and short life-span
due to high post volume.
1-3pm 2-5 times per day.
• How-to and thought leadership
presentations.
Growing a following takes time.
Best used in conjunction with
LinkedIn, Facebook, Twitter or
embed in a blog.
Tue and Wed,
24hrs/day
2-3 a month.
Where, when and how to publish
Branding to Win Clients and Candidates 20

28. Branding to Win Clients and Candidates 28
Top tips for content
• Target. If your audience is everybody, then it’s nobody. It’s better to be too narrow than
too broad.
• Experiment. 3-month minimum time period for testing out a new platform, posting at
least a few times a week.
• Be visual. Strong visuals are the name of the game, regardless of channel.
“My goal is repetition, and to have every touch point be impressive and impactful. It’s the
accumulation of all those things that strengthens our brand.”
Carolyn Betts, Founder & CEO, Betts Recruiting

29. Measure and adjust
Branding to Win Clients and Candidates 29

30. LinkedIn
How To Measure
Intangibles
Your data

31. Intangible Qualitative Elements
Awareness
Recall
Trust
Advocacy
Loyalty

32. Views of Brand
Brand engagements
Soft leads
Hard leads
Unaware of your brand
Client or candidate
Impressions
Company followers
InMails Accepted
Job Applications
Social Actions
Job views
Employee and career
page views
Conversions

33. Follower demographics:
Understand your audience
How you compare: Benchmark
your followership
Visitors: track your page views
and unique visitors
Status update engagement: Use
the data on what’s performing well
– and what’s not.
Branding to Win Clients and Candidates 33
Company Page
analytics

34. Views of Brand
Brand engagements
Soft leads
Hard leads
Unaware of your brand
Client or candidate
Website traffic
Newsletter signups
CV uploads
Job applications
Contact us enquiries
Placements
New clients sourced
Multiple page views
Time on site
Jobs views
ATS
Website
Analytics
Conversions

35. Views of Brand
Brand engagements
Soft leads
Hard leads
Impressions
Company followers
InMails Accepted
Job Applications
Social Actions
Job views
Employee and
career page views
Website traffic
Newsletter signups
CV uploads
Job applications
Contact us enquiries
Placements
New clients sourced
Multiple page views
Jobs views
Intangibles
Intangibles
Conversions

36. Keep it simple

37. Recap and immediate action
Branding to Win Clients and Candidates 37
Define your
brand
Watch Simon
Sinek, Golden
circle, TED talk
Promote and
engage
Send a piece of
content round to
employees to
share
Measure and
adjust
Decide on your
three key
metrics

38. Questions?
Branding to Win Clients and Candidates 38