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Post on 17-Jul-2015
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YOUR BRAND COACH• 16 years experience, brand management, marketing and
communications
• Both sides of business, external and internal: IT, HR, Marketing CEO Office
Q: What is your greatest competitive advantage?
A: 30% My brand
Bullhorn research:
Trends 2014
Brand 30%
Social: Candidates
CRM
30%
17%
12%
Other, all
less than
8% each
CONTINGENCY BUYERS: 2014Top route to agency:
Word of Mouth
Choice criteria:
Worker & service quality
CLEAR IDENTITY• Clearly express who you are
• Laser beam focus will be easily understood by all stakeholders
BRAND EQUITY• Drives loyalty and advocacy
• HBR review estimates B2B business with strong brand equity add
20% value
CIM Definition: The set of physical attributes of a product or service, together with
the beliefs and expectations surrounding it - a unique combination which the name or
logo of the product or service should evoke in the mind of the audience.
The service features The name and logo
Mind: beliefs
and expectations
BRAND CHOICE IN THE BRAIN
1
• Representation and Choice• Identification of choice set
• Saliency of brand
2
• Predicted Value• Prediction by the consumer of how much they will enjoy the
brand
3• Experienced Value• Enjoyment of the brand during its consumption
4
• Remembered Value• Memory of brand liking: how liking of brand is encoded,
consolidated and retrieved
The Human BrandThe two most important dimensions we
have evolved to judge people,
and brands on.
Warmth
The intention of the person
Terms: Friendly, kind,
honest, sincere
Competency
The skills and competency
of the person
Terms: Intelligence,
strength, reliability
A BRAND MODEL FOR RECRUITMENT
1. Friend? 2. Handy?
WARMTH AND COMPETENCEWarmth
Perceptions
Competence
Perceptions
Resulting
Emotions
Resulting
Behaviours
Warm + Competent Admiration,
Pride
Attraction,
Loyalty &
Advocacy
Cold + Competent Envy,
Jealousy
Begrudging
cooperation
Warm + Incompetent Sympathy,
Pity
Indifference,
Neglect
Cold + Incompetent Contempt,
Disgust
Rejection,
Disassociation
BRAND TERMS RE-CAP
• Brand = Name of product or service
• Brand Reputation = perceptions and
believes held in the mind of stakeholders
– Warmth + Competency
• Branding / brand management = shaping of
those believes
• Brand Equity = the result and value of
successful branding and brand management
THE JOURNEY
Research / strategy
Create: Design
Build: website, collateral
Launch: Internal, external
Manage Brand
Marketing
MARKET RESEARCH
What Client’s value Oyster ScoreSkills, educ. match
Culture match
Helpful / friendly
Screening
Quality of advice
Market knowledge
Manage rec
Save time
Fast and responsive
Candidate relation
CSR
• To be the most trusted and respected provider of staffing across property sector
Vision
• To grow with integrity and set the benchmark for property recruitment
Mission
• Expertise Delivered
Single Organizing
Thought
• The Values
• Transparency, Integrity
Values
Brand Culture Model:
Oyster Partnership
THE ‘OYSTER DIFFERENCE’
The “Oyster Difference” your recruitment service
• Brought to life on website and marcomms
• Video: website and social
Summary
• A brand is valuable, it creates: loyalty, a premium
price and advocacy
• A brand conveys two important dimensions: warmth
and competency
• You build a brand from the inside over time.
• And it pays to get expert help
• Would you like help developing your brand?
james@black-slate.co.uk
• Jack Barton
• SME Recruitment Owner since 1999
• First company RGB now part of Pertemps
• Co-owner of Ocean Partnership (2002)
• Co-owner of Oyster Partnership (2004)
Why Me?
• Successfully rebranded in November 2013
• Results widely lauded
• PM for Oyster for the 7 month project
• We are a privately owned SME in a period of
strong growth
• 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!
Impact
• Clear identity
• Clear message
• Clear values
• Instant respect
• Incoming business
• Employee, client and candidate engagement
• Sense of pride
Results
• Headcount up 44%
• GP up 50% (October to October)
• Contract GP up by 43%
• Perm GP up by 66%
• Operating profit up by 125%
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