In recruitment markets more competitive than they’ve been in decades, brands need to stand out. It’s a given. So why does so much of recruitment advertising look the same?
Well, not exactly. There’s different people, different words, different brand colours. But the messaging relies on many of the same themes – making a difference, inclusive workplaces, supportive teams – and the visual styles rarely stray from colleagues on a colourful background. That’s not to say these things are bad. They matter to candidates, and it’s a given that they should be featured in some capacity in most campaigns. After all, cliches become cliches for a reason, and there’s a time and place for them. But in a market overrun by almost identical campaigns, standing out becomes harder and harder.
It also becomes easier. All you have to do is something different. That might mean stepping outside of your – or your brand’s – comfort zone.
I know what you’re thinking. Easier said than done. And that’s true. So how do we balance brand guidelines, stakeholder opinions, colleague expectations and tight budgets.
It starts with what makes your business unique. Not every recruitment solution needs to break every boundary, or break the bank. Identifying what makes you different to the competition – and that means truly different – is a great place to start.
From there, it’s got to be a bit of a push. How creative, interesting and visually engaging are you willing to allow your visual style to be? How cheeky, or playful, or emotional, or bold can your messaging stretch to become? How motivated are you to grab audience attention? How willing are you to cut through the noise?
Ultimately, in a recruitment marketplace as competitive as the one most companies are operating in, brands must do what brands have always had to do. Adapt. Evolve. Differentiate.
That’s how you outmanoeuvre the competition.