Why Your Staffing Firm Needs to Prioritize Branding [INFOGRAPHIC]
March 3, 2016
According to our research, the majority of today’s job seekers aren't turning to staffing agencies for their next career move. In fact, only 18% of respondents said they think of a staffing agency when they look for a new job.
Your first thought might be that this is due to bad experiences or lack of results. But in reality, it's due to job seekers lack of awareness of both of your agency and the jobs you can provide.
That’s why it's time to buckle down and focus on branding your agency. Why? Because the stronger your brand is, the more candidates and clients will want to work with you. In fact, 72% of search and staffing leaders agree that brand has a significant impact on their ability to grow their business.
The infographic below tells you more about why branding your firm is so important, and how you can strengthen your brand with three simple steps. You can also download our new ebook, The Complete Guide to Branding for Staffing Firms for more tips.
Let’s dive deeper into these steps...
1. Define your brand
The goal here is to obtain the most accurate picture of who you are and who you want to be as a company. First, you need to get buy-in from leadership so that they commit to defining and investing in your brand. Why? They need be on board in order to set the right tone with other employees. Make sure you’re armed with facts, such as the ones in the infographic above to help you make the case for building your brand.
Once you get buy-in, audit your current brand. Review all touch points including print, online, social media, and events. Place yourself in candidates and clients’ shoes to experience your brand as they do. After you’ve audited what you have out there, begin to gather facts, opinions and stories from your clients, candidates and employees. You can’t define your brand in a silo, so make sure you answer these four questions before conducting your research: 1) Who will you talk to? 2) What information will you collect? 3) How often and 4) Where and how will you engage your targets?
Now that you’ve conducted your research, it’s time to reflect on what you’ve learned and look for patterns. What are your most common attributes? What phrases are the most encompassing? Try to tie it all together with a few key words and phrases. Make sure these phrases are real. What you say about your company must be true for your clients and candidates. Authenticity builds trust. And trust builds business. It’s that simple.
2. Promote your brand
We may be biased, but a great way to begin promoting your brand is on LinkedIn. And, you can start by empowering your employees to become brand ambassadors.
It all starts with their profile. The #1 activity on LinkedIn is checking out profiles. It’s the first place clients and candidates go to research you and your firm.The more robust your employees’ profile are, the easier it is for viewers to assess whether you can help them achieve their goals.
The second step you should take is to build a Company Page, if you don’t have one already. This is something you could do as soon as you are done reading this post. An all-star Company Page can make your staffing firm stand out from the rest. It levels the playing field and can make a small staffing firm look just as good as its larger competitors.
Last, you should also decide what other social channels to use. Concentrate on the social platforms most widely used by your target audience.
3. Measure your brand
How do you know if your branding efforts are working? There’s always third-party research, but that can be expensive.There are some alternate metrics you can monitor to better understand your brand impact.
Net Promoter Score (NPS) is an effective and easy way to measure customer loyalty. It divides customers into three groups: brand “promoters,” “passives” or “detractors.” There are also several LinkedIn-specific metrics you can use. Company Page analytics allow you to track your page views and unique visitors over time to understand how your efforts to drive traffic are performing. You can also view follower demographics to see who’s viewing your page.
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