Rethink Group has rebranded and repositioned its open market recruitment business. Now known as ‘rethink’, the new aesthetic comes with a refreshed outlook which emphasises the company’s offering of ‘streamlined’ recruitment services. The move will enhance the company’s work to meet the changing needs of hirers and business leaders.
“For years we’d told people that rethink was different, but the time was right for us to rebrand, to cut the jargon and to actually prove that proposition,” said rethink’s CEO Andy Lord. “Experience is everything when it comes to marketing contemporary brands; we’ve embraced that by creating a proposition that really conveys how great the experience of working with us is - for both candidates and for clients.”
Harking back to its IT roots, the business has also prioritised the market it began trading in more than a decade ago – putting an emphasis back on tech talent and helping businesses struggling to find well-skilled digital people. The rebrand also repositions the company’s services over its products – notably its expertise in successfully executing recruitment campaigns, talent management services and training to both clients and candidates.
Andy continued: “Back in 2005 when we founded rethink in its original form, we were pioneering in helping clients in the IT world; that’s an area that’s ceased to exist in its former segregated form as tech’s permeated every aspect of every business – whether leaders like it or not.
“It’s our job now to use our contacts and help clients understand the rapidly shifting tech landscape and how they can bring great people in to service the complex range of digital roles that are emerging within their business – whilst also helping great candidates find the right roles through letting our consultancy services shine through,” he adds.
The brand repositioning and new aesthetic comes from rethink’s in-house marketing agency The Lab. Formed in January 2017, the agency handles all marketing strategy and creative development for Rethink Group brands as well as extending its services to rethink clients looking to enhance their employer value proposition.
Lisa Mahoney, head of The Lab added: “Recruitment is so far behind other industries when it comes to marketing – which is a real shame given the synergy between the two sectors.
“The Lab puts an end to that for rethink - and the broader Rethink Group,” she says. “We’re recruitment’s best kept secret, working hard to realign the perception of our own brands as well as the EVP of our clients’ brands. It’s a distinctive revolutionary approach that the sector as a whole could learn from.”