A recruitment brand is often created quickly at launch, with a logo, a colour and a website. Years later the business has grown, specialised or changed direction, and the brand has not kept up.
Signs it is time
- Your brand no longer reflects your specialisms or the clients you serve.
- You look the same as competitors.
- You have added divisions or offices that do not fit the current identity.
- Your consultants avoid sending people to the website.
- You are pitching for larger clients and your materials feel small.
- You are merging, being acquired or launching a new specialism.
Refresh or rebrand?
A refresh keeps the core of your existing brand, such as the name and recognisable elements, while modernising the design, messaging and materials. A full rebrand changes the name or identity entirely. Most recruitment businesses need a refresh. A full rebrand is usually reserved for a significant change in direction, ownership or reputation.
Start with strategy
Before any design, be clear on positioning:
- Who exactly do you recruit for?
- What do clients and candidates value most about you?
- How are you different from the agencies you compete with?
- Where do you want the business to be in five years?
Speak to clients, candidates and your own team. The answers shape everything else.
Then design
With positioning agreed, develop the visual identity: logo, colour, typography, imagery and graphic style. Test concepts against competitors to make sure they stand out, and against real applications such as the website, LinkedIn and pitch decks.
Roll out carefully
- Update the website, LinkedIn, email signatures and templates together.
- Brief the team so they can explain the change to clients.
- Set up redirects if your domain changes, to protect SEO.
- Announce the rebrand with a clear story about why.
Protect what works
A rebrand should build on your reputation, not erase it. Keep what clients already recognise and trust, and change what holds you back.