Rebranding in Recruitment

A Case Study

Jack Barton &James Del-Gatto

Who Are We?!

• Jack Barton

• SME Recruitment Owner since 1999• All privately owned and self-funded• First company RGB now part of Pertemps• Co-owner of Ocean Partnership (2002)• Co-owner of Oyster Partnership (2004)

Scaling – An Update•Since November 2012•Hired 32 and retained 22 recruiters•Weekly contract GP up by 72%•Perm up by 161%•Overall GP up by 89%•Operating profit up by 284%•Would be top in Recruiter Hot 100•Relocating 18 months early

Why Me?

•Successfully rebranded recently•Results widely lauded•PM for Oyster for the 7 month project•We are a privately owned SME in a period of strong growth•Front page of RI in December 2013•I can give you facts not theories!

Why Rebrand?•Natural reticence from recruiters•Does it make me any money?!•Client perception•Candidate attraction / engagement•Employee attraction / engagement•Single organised thought•It’s inherently tribal•Identity•Platform for delivering your message

The Impetus•Client feedback•Brand didn’t reflect consultants’ ability•Brand didn’t support the consultants•Brand wasn’t engaging•Brand wasn’t in any way inspirational•We had no discernable outward identity•Nothing outwardly unique about us•We had the money to do it!

Can of Worms•We need a new website…..•We need a new logo•We need new colours•We need new content•We need a message•We need a brand•We need some help!

Help!•How do you build a brand?•Hiring in expertise•Using a creative agency•Process knowledge invaluable•Project Management•Debunk some myths•Working with designers!

Costs•Consultancy - £12,233•Agency costs - £16,078•Web / Mobile site costs - £7,600

Total external project costs - £35,911

Impact•Clear identity•Clear message•Clear values•Instant respect•Incoming business•Employee, client and candidate engagement•Sense of pride

Hi Jack, I was talking to Liz earlier today and I commented on how much I liked your new branding and website. It looks impressive and without wishing to sound rude, it’s a big improvement.

European Resourcing Manager, DTZ.

What You Want to Hear!