May 2014

James Del-Gatto | Black Slate

Building the Oyster Brand

James Del-Gatto • 15 years at SThree

• 10 brands 2,500 staff• Running internal comms / marketing function• Employer brand• Values programme re-engineered the business with CEO Russell

Clements

• Re-brand of Oyster – Black Slate• Hydrogen – Comms Manager, Client Proposition

Brand basics

Brand DataBullhorn research:

Trends 2014Brand

Social: Candidates

CRM

30%

17%12%

Brand Data

McKinsey research: 2013 B2B Brands

30%

17%

12%

+13%

+20%

2012

2013

Too many Brands

What is a brand?

Images + Associations + Memories + Emotions= Actions Reward of strong brand

Research / PlanningOyster Partnership

Our Brand Journey

Research / strategy

Create: Design

Build: website, collateral

Launch: Internal, external

Market

Brand Team

JDGBrand

OysterJack

Website

Design

Clients

Building the Oyster Brand

Discovery

Market research

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

Brand StrategyArticulating

Brand Strategy

Public Sector ClientTypical Client profile:Role: HR Assistant, local councilGender: FemaleAge: late 20s Class: working to lower middleEducation: basic collegeRecruitment skills: limited, no knowledge of candidate skillsLevel of authority: limitedPriorities: speed of service, contract fulfilment, strategic budget planning. Justification to superiors for agency fees

Private Sector ClientTypical Client profile:Role: Senior partner of Property firm, eg SavillsGender: MaleAge: late 30s Class: Middle to upper middle class, conservative Education: Surveying degree, professional body RICSRecruitment skills: Skilled, good grasp of candidate profileLevel of authority: HighPriorities: Requires excellent candidates with academic success, registered with professional body, little time and little desire for rec agencies. Requires permanent staff that are good culture fit.

Profile of Clients

Brand position of the future

• To be the most trusted and respected provider of staffing across property sectorVision

• To grow with integrity and set the benchmark for property recruitmentMission

• Expertise DeliveredSOT

• Tenacity/Persistence• Integrity/Transparency

• Vitality/Optimism• Fun/Humour

Values

Identity – Single Organising Thought

How do we perform better than our competitors? By delivering expertise; our own and from the talent pool OUR mechanism to deliver our Vision – Expertise DeliveredExpertise - the best people, the right people, the special people delivered through great service, expertise from our own staff - every piece of advice, ever candidate submittedSpotting the best experts available, being known for the quality of candidates we put forward, the quality of advice we offer, being able to act quickly and confidently

Designing the Recruitment Service

Expertise Delivered Through The Oyster Difference: Service Design

Injecting into DNA

The ‘Oyster Difference’™

The “Oyster Difference” your recruitment service• Brought to life on website and marcomms• Video: website and social

The Brand IdentityManaging Creativity

• Wrote creative brief• Shortlisted 3 design agencies• Brief for the pitch presentation• Scoreboard to choose• Back to back pitches • Decision makers each step

Before the Crayons came out

• Agreed all costs before start• We insisted on three routes• Ident for all occasions• Decision makers at key meetings• We were clear on competition• Avoided personal taste• Simple 4 page brand guidelines• Clear hand-over with web team

Once they were Out

Expertise Delivered

Wave good bye

Launch

• Three-phased launch of new brand1. All managers, get on-board2. Staff two weeks before external launch3. External launch

• Delay Marketing until settled in

Take-Away

Base your brand on research / insightArticulate what you stand for, who you areDevelop your brand identity / website on the brand strategyGet expert help even if small dosesBuilding a brand takes time, consistency

Keep In Touch

• If you’d like help building a specialist recruitment brand, or just want a chat about branding or marketing:

james@black-slate.co.uk