In setting up Lotus, Sinead and I spent a huge amount of time soul searching on the values of our business, the image we wanted to project to clients and the experience we wanted our candidates and clients to have. We knew what our intrinsic values were, but wanted to find a way to communicate that to market. So many businesses these days use tag lines as part of their branding and on their website to communicate their message to potential business partners, and there is a plethora of buzz words out there that modern businesses are using to entice new customers. Nowadays it is all about ‘accountability’, ‘integrity’, ‘respect’, ‘journey’ and ‘partnerships’. These values are so overused in business pitches, tag lines and service driven industries they seem to have lost all meaning. But yet, there is nothing to currently replace them…or is there?
If you check out our website lotuspeople.com.au, you’ll see none of the usual jargon that comes hand in hand with recruitment agencies. Sinead and I decided that we would project our image to clients and candidates by fully investing in actually making those tag words a reality. We spend every working moment in collaboration to ensure our clients and candidates are up to date and looked after, that our recruitment process is simple, supportive and efficient and that each and every one of the people who deal with us, walk away wanting to work with us again. That is our investment to our business.
With an industry as competitive as ours, it is imperative that every interaction is meaningful, memorable, and worth a referral. 50% of our business generated so far has been from customer referrals, or from customers who have worked with us in the past. 50% of our current candidate pool comes from a friend referral. If any recruitment business can tell me that they generate the same amount from website reviews, or social media campaigns, I will eat my hat (or compendium).
We don’t have a large marketing team who are working away on our social media, marketing strategy and message to market; we simply utilise our networks to generate a brand.
We don’t use taglines on our website; we build genuine relationships with our clients to ensure our business is successful for the long run.
The one document in our business that makes promises is the standards we have set as a team, and to each other. That holds us to account, and keeps us remembering how best to deliver, without having to spell the message out.
If you are struggling to communicate your message to market, stop thinking so hard about it, and start acting on it- the proof is always in the pudding.