The Frontline Recruitment Group has a brand new look as the business sets up for a strong year ahead.
Arthur McColl, CEO, told Inside Franchise Business Executive, “We relaunched FRG in January as a new, vibrant brand and a working group of six franchisees has been heavily involved.
“This is a 26-year-old brand, so we listened to the network, undertook an engagement survey and they said the brand was dated.”
FRG’s chief marketing officer, Michelle Gamble, said last year had been the right time to undertake a transformation, one year after the business was acquired by US stalwart Express Employment Professionals.
“Attracting consultants drives our growth, so we need the brand to be modernised,” she said before the new look was unveiled.
“Lots of our business is female focused and our brand is quite masculine. It needs to reflect what we are today, the diversity of the client bases, a more sophisticated business, it needs a human element.”
McColl said that franchisee involvement in the rebranding process was echoed in the business more widely with working groups in marketing and IT and data.
FRG operates within a number of industries: retail, hospitality, construction, health, education, and IT and digital industries.
- Read more about FRG and its franchisees in the upcoming Feb/Apr edition of Inside Franchise Business magazine.
