candid thinking, creative solutions, clear choice

agenda 1. Who are we to talk?! 2. How is your organisation currently perceived? 3. Why now is the right time 4. How having a strong brand will generate ROI

WHO WE ARE Paul MacKenzie-Cummins Co-founder and Director We work with: Recruitment firms £1/4m-£1bn Suppliers Job Boards We deliver: Public Relations Corporate Communications Content Marketing Branding Editorial Event Management Digital Communications 2006, 2007, 2008

who we have worked with in your sector

HOW IS YOUR ORGANISATION CURRENTLY PERCEIVED......by your clients and candidates?

Have you asked them? If not, how do you know? how do your clients and candidates perceive you?

how do you want them to view you? Successful Safe/ Assured Innovative Quality – Adds Value Stable/ Growing Relevant Knowledge Ethical Leader/ Reputation

does your existing branding reflect and suggest this? how do you want them to view you?

How you see your organisation from the inside out, may not be the way others see you from the outside in how do your clients and candidates perceive you? For the apparel oft proclaims the man Polonius, Hamlet Act I Scene III

bridge the gap between perception and reality PerceptionReality branding

WHY NOW? Q Are your current marketing efforts attracting buyers or birds?

the green shoots are in full bloom Q Unemployment fell to 2.34m (7.2%) 15 th consecutive month 193,000 more people in work (+0.6% Y-o-Y) The Economy Source: ONS “The Office for Budget Responsibility has now forecast growth in 2014 of 2.7% - the economy will be £16bn larger than was forecast in November” - George Osborne

the green shoots are in full bloom £26.5bn 617,314 jobs filled by recruiters 2012/13 £1.6 billion commissions The Recruitment Industry 93,610 new entrants Source: REC 2013/14 and beyond??

the green shoots are in full bloom 2013/ % Continued growth for 3 years 2014/ % The Recruitment Industry 2015/ % Source: REC Q Pre-recession levels surpassed

the green shoots are in full bloom 66% will increase staffing levels 21% will be investing in back office function 72% of recruiters report growth Source: Deloitte Recruiters are growing...and investing

Recruiters are growing...and investing or will you seek to stand out from the crowd?

why should your future talent buy into you? 25% Number of recruitment firms who say attracting talent for their own businesses remains a challenge (REC) Employers must work hard to improve their employer brand to ensure they remain competitive and well-placed to attract the best talent. Your branding needs to emotionally resonate with employees...

why should your future talent buy into you? Goldman Sachs “Creating the most outstanding HR service in its sector” - “help make the difference” Ernst & Young “Go from strength to strength with Ernst & Young” - “further, faster” Barclays “Opportunities on a different scale”

why should your future talent buy into you? Cancer Research UK “Be part of an organisation that's leading the fight against cancer” Innocent “We're here to make it easy for people to do themselves some good (whilst making it taste nice too)” BBC “To enrich people’s lives with programmes and services that inform, educate and entertain” Google “Do cool things that matter”

HOW HAVING A STRONG BRAND = ROI

what return can you expect? 1. Command a position over your competition 2. Drive sales growth by attracting new customers 3. Increase customer and client loyalty 4. Create opportunities for further expansion into new markets 5. Insurance during a downturn 6. Become regarded as an employer of choice – attract the best talent to grow your business 7. Increase brand awareness, challenge perception – set the perception agenda 8. Enhance your reputation

Paul MacKenzie-Cummins, Director web: