5 ways staffing agencies can build their brand

Jeremy Staffing

Staffing firms do their work behind the scenes, finding and engaging quality candidates to match them with the right employers. Just because staffing professionals are there to bolster other businesses and assist jobseekers, however, does not mean the agency's own brand is unimportant. On the contrary, developing a clear sense of the organization's greatest strengths and communicating its identity accordingly are major factors in long-term growth.

Executive recruitment and staffing agencies have their own unique guiding principles and areas of concentration or specialization. By instituting a proactive branding strategy, a firm promotes what it does best. That can lead to more successful placements and closer relationships with both employers and candidates. If your agency is ready to take control of its brand narrative, here are five tips to get started:

1. Establish a brand identity
Stakeholders at every business should have a clear idea of the strengths and values that differentiate it from its competitors. Staffing agencies are no exception, and the first step in developing a strong brand is explicitly defining that offering. Writing a market positioning statement is an effective way to focus branding and marketing efforts by narrowing down the goals of the business.

"Stakeholders should know what their business brings to the table."

As Cornell marketing professor Doug Stayman explained, the positioning statement should concisely identify a target market and state how the business wishes to be perceived by the individuals in that market. For staffing agencies, this could come down to concentrating on particular industries or types of employees and offering them specially tailored services. It's vital that the firm positions itself in a way that can be realistically accomplished but also stands out among competitors.

2. Empower internal communication
Once you have a sense of the firm's brand in place, all segments of the business should collaborate to fortify and promote the stated position. Doing so requires close contact throughout the organization to ensure all parties are on the same page and know precisely how they contribute to the overall narrative. Using CRM recruiting software to integrate operations from finding leads to making placements, all stakeholders can share essential data and information and work together to put a cohesive strategy in action.

3. Get the word out
Staffing firms make their brand through each interaction with clients and candidates. Monster emphasized the importance of building a reputation with jobseekers as well as employers. Candidates should see the staffers they work with as efficient, trustworthy and well-connected in the relevant fields, leveraging up-to-date tools to make a high volume of excellent placements.

One way to deepen that connection with workers and clients is by maintaining an active online presence. With staffing software agencies can set up a branded job board to attract applicants while burnishing the company's credentials. Blogs and other online content discussing strategy and tips for recruitment or job searches also expand on the business's reputation. 

JobscienceCommunicating with candidates through multiple channels can further branding efforts.

4. Work through multiple channels
To make placements in a competitive environment, staffing agencies can't just wait for skilled individuals to come to them. They must go where the candidates are, and a clear brand identity can make sourcing more effective. The search starts with using applicant tracking software to examine internal databases for the candidates already in place. By organizing information in a standardized format and sorting applicants according to factors like education, employment history or skills, the agency has a vivid picture of its own areas of strength.

When staffing professionals must source new talent, it's essential to work through the channels most likely to reach the target audience. Social recruiting puts firms in contact with a wide variety of individuals while yielding advantages for both promoting the firm's expertise and gathering useful information about candidates and businesses. With mobile recruiting, staffing professionals can make listings readily accessible on phones or tablets and cultivate long-term relationships with candidates, keeping them involved in the search process.

5. Measure results
It is difficult to gauge precisely how effective specific branding initiatives have been in spreading the desired image for an organization. Nonetheless, there are several key indicators organizations can track through analytics to find out if their efforts at forming a positive impression are successful. Entrepreneur pointed to three emotional-value metrics as the most meaningful signs that a message is getting through.

  • Interactions such as clicking on a blog link or job board post can show whether the company is sparking interest with its content.
  • Some of those who experience that first interaction will move on to engagement, submitting a resume or seeking further information from the agency.
  • Participation occurs over time, if a candidate or employer forms an ongoing relationship with the firm and recommends its services to others.

Powerful branding has benefits for a staffing agency's relationships with clients, job candidates and its own employees alike. A compelling brand narrative, proactive communication and strategic use of applicant tracking software all contribute to significant results for the image and growth of the business.