Who likes politicians? Answer - nobody. Ok, maybe you have a favorite, and there are certainly some who really like specific candidates. It’s safe to say as a group, politicians are generally despised and, at best, tolerated – with a few good ones sprinkled in. (Depending on your view, of course)
The disdain we feel for these public servants comes to the forefront in an election year. You can’t turn on the TV without seeing someone bashing someone else. Politicians run on a never ending platform of “I’m better than that guy”. It seems that most political ads focus more on what that candidate’s competitor has done / not done, as opposed to why we should vote for the candidate running it! My two oldest children will be old enough to vote in this year’s presidential election, and watching it through their brand new voter’s eyes is even more depressing.
Here’s a sad truth – some recruiters don’t market all that differently. Go ahead; look at some agencies’ websites. It’s all “our core principles distinguish us from our competition” (how?) or “we have distinguished ourselves as a personable and professional firm” (compared to what exactly?). Here’s one of my favorites – “we are not just another ‘temp agency’ ” (what's wrong with temp agencies?). How many times have you heard “I’m not just another politician” from a candidate? The underlying message is that being a politician (or temp agency, in this case) is somehow bad - therefore I'm not like the other ones.
Clearly there is no magic marketing bullet. Or if there is, no one has shared it with me. What I do know is that I’m sick to death of all the negativity in our political process AND in our profession. I work with a handful of agencies because I genuinely like the people that run them in addition to the great service & candidates they provide. They’re not that different from their competition.
You want my vote? Talk about things that matter to me. Tell me how you’re going to solve my problem. If you start talking too much about the other guy, all that’s going to do is cause me to take a second look at him. Maybe he’ll have something of substance to say instead of just tearing someone else down.