RECRUITMENT FOR FINANCIAL BRANDS
Opportunity
Financial firms that will win in the marketplace will set expectations for advisors, including industry education, transition assistance, mapping a career path, opportunities and options, demonstrating a strong culture, offer robust resources and training, compensation (industry and firm-specific) and ultimately showing the value and impact of life as an advisor.
Approach
1
Analysis
- Firm Assessment
- Data Inputs and Aggregation
- Network/Book Review
3
Communication
- Creative Packaging
- Outreach Tactics
- Campaign Execution
2
Planning
- Value Proposition and Story
- Candidate Criteria
- Prioritization and Segmentation
4
Modification
- Campaign/Outreach Tracking and Review
- New Opportunity Identification
- Modified Messaging and Approach
Reconciling Agent and Manager Mindsets
Advisor Engagement
Appreciating the value, both inherent in the firm and communicated, to prospective advisors helps to prioritize the level of messaging – including standard offerings and unique resources – needed to engage candidates. Determining both the tangible and intangible aspects of a firm (e.g., Programs vs. Culture) and how these attributes play a role in both the decision-making process and mapping the advisor’s journey will help create a more efficient process and suitable fit.
Messaging Alignment
Most often, recruiting candidates are based on the three major focus areas of inexperienced, experienced and career-switching candidates. Typically, firms create positioning and messaging that apply to these buckets, without digging deeper into the psyche of these segments. Which, in turn, creates messaging commodity in the industry. Aligning message and medium against sub-segments will carve out a more direct path and develop a richer dialogue with prospective advisors.
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