Case Study: Branding for Executive Recruitment Firm

Filed in Branding, Research by on March 1, 2009 0 Comments

identity_jobsite8"You know why this worked? Because people always care what you look like." - Partner

Situation: We worked with the Partners of an Executive Recruitment Firm specializing in the Real Estate, Construction and Hospitality industries. The Partners share responsibility for the sales and marketing of their services. Critical Business Issue: As with many new businesses, they were not meeting sales and recruitment goals. Reasons: The Company was two years old and had not presented a corporate identity within the marketplace. Salespeople utilized stationery and reprints of industry articles as marketing collateral because there were no formal communications tools to assist their sales efforts. Their on-the-fly marketing program required each salesperson to start from scratch, developing tools as the sale went on, extending the process longer than necessary. With so much time being invested in on-the-spot communications development, they were not meeting prospecting quotas. Since each sale utilized unique collateral, the company was projecting mixed messages in the marketplace. Confusion about the company focus was blamed for a substantial percentage of missed sales opportunities. The lack of presence also made it difficult to attract new talent, limiting their offerings to their existing talent pool, ultimately limiting total sales opportunities. Vision: What they told us they needed was a corporate identity to promote within the marketplace, reducing the percentage of missed sales opportunities, increasing new candidate inquiries, and increasing total sales opportunities. They also wanted formal communications tools as required by their sales process, reducing the time invested with each prospect. Capabilities Provided: Ideahaus® gave the company these capabilities by developing a marketing message, then deployed the message through advertising, marketing, and the Internet. A brochure presents a consistent message for all sales efforts, and provides space for add-on collateral, like reprints of articles. Letter templates were written and formatted to expedite repeated communications, consistent with the style and language of other company communications. We developed their Corporate Web Site to offer prospects immediate access to company information and to promote job opportunities online. a training program for Client Administration of their Web Site taught administrators how to use templates to update job opportunities and contact information. Results: As a result, the Client has realized steady growth, exceeding sales of the previous years sales since implementation. In addition, they have been consistently meeting their recruitment goals, enabling them to stay competitive in their marketplace.

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