Brand is a feeling people get when they see, think about, or interact with your product. At Lucas Group our product is our people, therefore our brand is built by our people. It’s the relationships our people create, it’s the partnership that they make, it’s the communities that they impact, it’s the lives that they change and most importantly it is the experience, perspective and individual approach that they bring that separates us from the “turn and burn” recruiters in our industry.
Investing in people has always been an important part of our firm. This becomes very clear every year when we celebrate our 10-,15-, 25- and 35-year anniversaries at our annual meeting. These anniversaries are a celebration of not just the accomplishments but the person behind the accomplishments. The great storyteller, the shy but always available, the mother of two, the grandfather of five, the mentor to all, the expert in their space. Whatever it may be, every person who walks on that stage to tell their story has a unique brand. Some are more intentional than others but regardless they exist.
What do you want to be known for?
This is the question I want all of our associates to ask themselves. The final answer to question is not just about “making it pretty” or “jazzing it up,” although many might believe that’s how marketing teams spends their days. When you discover the answer to that question, you make a plan. To not just show up true to your brand in pictures and words but to do the work to become or, for some already lucky enough to be known, to highlight their brand.
Now more than ever it is the true individual that is creating the strongest “we.” When we focus on the experiences, strengths, differentiators and motivators of the individual we are creating a more dynamic, accessible and inclusive brand. This focus on our 300+ employees and their brand diversity allows our people to truly connect with candidates from all over the country across countless industries and specialties. We’re investing in our community so that the companies that work with us and the candidates that engage with us see themselves reflected back in the diversity of our company.
Lucas Group is known because of the people that stand behind it. Our work is relationship-based, and we have thrived because we’ve empowered people to work “one conversation at a time.” We invest in our people and in helping them be seen both as unique individuals and as experts in their space. Encouraging people to show up as their authentic selves and then celebrating who they are is the most important thing we can do.
As eager as I am for our candidates and clients to learn more about the personal brands of our team members, I’m just as excited to see other recruiters in our networks realize and embrace their own brand. If you are in the recruitment space and you’re feeling like you’ve plateaued or you’re not making the impact that you want to make. It might be time to think about what you want to be known for and if you have fully maximized that investment in yourself, more importantly are you working for a company that is dedicated to making that investment.
Lucas Group’s intentional focus on prioritizing individuals has been our differentiator for 50 years. Our next chapter begins with a more intentional investment in not just what and how our people build our brand but how they can continue to build their own. Ready to be part of a feeling? #JoinLucas