This document outlines the agenda for a presentation on branding and perception from Clearly PR. It discusses how an organization's internal view may differ from external perception, and highlights the importance of understanding current perception and desired perception. The document argues that now is the right time to focus on branding as recruiters are growing and investing again after the recession. Strong branding can help organizations stand out from competitors, drive sales growth, increase loyalty, expand into new markets, attract top talent, and enhance reputation.

1. candid thinking, creative solutions, clear choice
www.clearlypr.co.uk

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

3. www.clearlypr.co.uk
who we are
Paul MacKenzie-Cummins
Co-founder and Director
Public Relations, Corporate
Communications and
Content Marketing
Recruitment firms £1/4m-£1bn
Suppliers
Job Boards
Public Relations
Corporate Communications
Content Marketing
Branding
Editorial
Event Management
Digital Communications
2006, 2007, 2008

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who we have worked with in your sector

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For the apparel oft proclaims the man
Polonius, Hamlet Act I Scene III

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How you see your organisation
from the inside out,
may not be the way others see you
from the outside in
perception is key

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how do your customers and candidates view you?
Have you asked them?
If not, how do you know?

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

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bridge the gap between perception and reality
Perception Reality
branding

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why now?
Q4 2013
Are your current marketing efforts
attracting buyers or birds?

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the green shoots are in full bloom
Q4 2013
Unemployment fell to
2.34m (7.2%)
15th
consecutive
month
193,000 more
people in work
(+0.6% Y-o-Y)
The Economy
Source: ONS

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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??

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the green shoots are in full bloom
2013/14
+7.3%
Continued growth
for 3 years
2014/15
+8.3%
The Recruitment
Industry
2015/16
+9.6%
Source: REC
Q1 2014
Pre-recession
levels
surpassed

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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

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

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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...

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why should your future talent buy into you?
Goldman Sachs
“Creating the most outstanding HR service in its sector” - “help make the difference”

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why should your future talent buy into you?
Ernst & Young
“Go from strength to strength with Ernst & Young” - “further, faster”

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why should your future talent buy into you?
Cancer Research UK
“Be part of an organisation that's leading the fight against cancer”

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why should your future talent buy into you?
Innocent
“We're here to make it easy for people to do themselves some good (whilst making it
taste nice too)”

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why should your future talent buy into you?
BBC
“To enrich people’s lives with programmes and services that inform, educate and entertain”

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why should your future talent buy into you?
Google
“Do cool things that matter”

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why should your future talent buy into you?
Barclays
“Opportunities on a different scale”

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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

25. Paul MacKenzie-Cummins, Director
web: www.clearlypr.co.uk
email: paul@clearlypr.co.uk