10 Signs You Need a Recruitment Brand Refresh

Are you struggling to attract clients and candidates to your recruitment business? Or perhaps you are finding it hard to convert those all-important leads into sales? Sometimes you know your marketing isn’t working but it can be difficult to pin down exactly what’s wrong. It can be tempting in those situations to change as much as possible; that is to go for a full rebrand. However, your recruitment brand is a valuable thing. After all you might have spent years building your reputation and market recognition. In those circumstances it’s much more valuable to opt for a brand refresh.

Freshening up your branding can be quicker, cheaper and more effective than a full rebrand. And it allows you to keep hold of all that goodwill and visibility. But how can you tell which elements of your marketing need a brand refresh and which are working well?

At Thrive we’re experts in visual and narrative marketing for recruitment agencies. We asked our graphic designer, Lucy Rushton and content executive, Jen Mulholland to tell us the top signs you might need a brand refresh strategy.

5 Signs You Need a Visual Brand Refresh

A study by Stanford University found that 94% of people’s first impressions of your brand are design related. That means the first step in your brand refresh process should be to review the visual elements of your brand.

1. Outdated appearance

   An outdated visual brand can signal that your agency is stuck in the past. This includes an old-fashioned logo, colour scheme, or typography that no longer aligns with current design trends. Modernising these elements can convey that your agency is innovative and in tune with the latest industry standards. A fresh, contemporary look can attract clients and candidates who value a forward-thinking approach.

2. Inconsistent branding

   Inconsistent branding across different platforms and materials can confuse your audience and weaken brand recognition. If your website, social media, and marketing materials all look disjointed, it’s time for a cohesive visual refresh. Consistency in your colour palette, fonts, and imagery helps build a strong, recognisable brand identity that clients and candidates can trust.

3. Lack of differentiation

   In a crowded recruitment market, your visual brand should help you stand out. If your branding looks too similar to your competitors, it’s harder to distinguish your unique value. A distinctive visual identity can highlight what sets you apart, making your agency more memorable and attractive to potential clients and job seekers. Think bold design choices that reflect your unique services and personality.

4. Your audience has changed

   As your target audience evolves, your visual branding needs to keep pace. Whether you’re now targeting a different industry, demographic, or geographical market, your visuals should resonate with your new audience. Refreshing your brand to reflect their preferences and expectations ensures you remain relevant and appealing. Consider their tastes in design, colours, and overall aesthetic to create a stronger connection.

5. Declining engagement

   If you’re noticing a drop in engagement, it could be a sign that your visuals aren’t connecting with your audience. Dated or uninspiring design can lead to reduced interest and interaction. Revitalising your visual brand with more vibrant, appealing, and engaging elements can capture attention and reignite interest. Fresh visuals can lead to increased engagement across your digital channels, helping to drive growth and success.

5 Signs You Need a Brand Narrative Refresh

Maybe you are happy with your visual brand. Or you’ve given your visuals a spruce up, but you still feel something is lacking. The next step in the process is to look at your value proposition, unique selling points and the story you’re telling across your on and offline materials.

1. A lack of USP

   Your brand narrative should clearly highlight your Unique Selling Proposition (USP) to differentiate you from competitors. If your messaging doesn’t emphasise what makes you unique, you risk blending into the background. Refreshing your narrative to focus on your distinct strengths and values can help you stand out, attract your target audience, and establish a strong market presence. Clearly articulate what sets your recruitment agency apart and why clients and candidates should choose you over others.

2. Too Many Features, Not Enough Benefits

   Focusing solely on features rather than the benefits to your clients can make your narrative sound self-centred. If your messaging overuses “we” instead of “you,” it’s time for a shift. Highlight how your services directly benefit your clients and candidates. Show empathy and understanding of their needs and how your agency can solve their problems. This approach makes your narrative more engaging and relatable.

3. Inconsistent Messaging

   Inconsistent messaging across different channels, platforms, or touchpoints can confuse your audience and dilute your brand’s impact. A unified narrative ensures that your core message is clearly communicated wherever your audience encounters your brand. Research has found that brands that maintain a consistent message increase revenue by 33%. Review your communications and align your narrative to maintain consistency. This helps reinforce your brand identity and makes it easier for clients and candidates to understand and remember who you are and what you stand for.

4. Stagnant Growth

   If your business development and marketing efforts aren’t yielding the desired return on investment (ROI), it may be a sign that your brand narrative isn’t resonating. An effective narrative should engage and motivate your target audience, driving growth and profitability. Reevaluate and refresh your brand story to better connect with your audience’s current needs and aspirations. A compelling, relevant narrative can reignite interest, boost engagement, and lead to increased business opportunities.

5. Evolution or Expansion

   As your agency evolves or expands into new markets or services, your brand narrative must reflect these changes. If your story doesn’t align with your current offerings or market position, it can create confusion and misalignment. Update your narrative to incorporate your new direction, ensuring it accurately represents your expanded capabilities and market focus. This helps keep your brand relevant and credible, supporting your growth and adapting to industry changes.

Sound Familiar?

If you feel that your recruitment agency marketing could benefit from a brand refresh, don’t hesitate to reach out to Thrive Recruitment Marketing. Our team specialises in recruitment marketing that really moves the dial to stand out and succeed in a crowded marketplace.. Contact us today to take the first step toward a brand refresh that works for you.