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With competition between recruitment firms at its peak, good PR is critical – but the use of too many clichés can be damaging to an agency’s brand.
The warning comes from recruitment branding specialists ClearlyPR, which has identified five well-worn phrases that it recommends all recruitment businesses should avoid using as part of their marketing communications.
These are: ‘We’re different’; ‘We’ve innovative, game-changing and revolutionary’; ‘We’re market leaders’; ‘We deliver high quality service’; and ‘Our finance/PR/engineering client offers unrivalled career opportunities’.
Paul MacKenzie-Cummins, Clearly PR Managing Director, said: “In an age of unprecedented competition within the sector, there are two major mistakes that recruiters are doing that present a real risk to their integrity as a recruiter-of-choice.
“Firstly, too much emphasis is placed by recruiters on marketing their agencies by how they wish to be perceived, rather than what they actually are.
“And secondly, while shining the limelight on what makes them so much better than their competition, less attention is given to how that will make a difference to the clients and candidates they want to work with. In other words, there is a real failure to address the ‘what’s-in-it-for-me’ factor.
“To get your potential customers to choose one agency over another, recruiters need to focus their marketing messages on addressing those key benefits, whilst being mindful of making over-inflated promises you may not be able to keep.”
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