Coopero Recruitment Partners

Founded by Patrick Neville

The Brief:

The recruitment market is heavily crowded so differentiating the new Coopero brand was vital for success. Patrick came to me with the name already decided upon - its origins are Latin and it means to cooperate. It aligns well with the core business concept, which is to work alongside clients to ensure they have the optimum staffing solution for their needs.

Initial development of the Coopero brand:

With Patrick, I explored the brand positioning for Coopero and we identified the most suitable market niche. The ideal clients for Coopero are the larger corporates such as hospitality, food production and healthcare. These industries are prone to high staff turnover and the job of recruiting can be very onerous and time-consuming for the HR departments. Finding reliable staff is an extra challenge. It’s not unusual for these industries to attract candidates who leave soon after training has ended. This leaves the employer frustratingly back at square one, and significantly out-of-pocket.

Coopero’s USP:

Coopero is unique in its approach to candidate search and recruitment. Potential applicants are thoroughly vetted and, while this takes longer, the staff retention rates at the placement businesses are much higher than industry averages.

The priority at Coopero is building relationships - in contrast to other recruitment agencies that focus on the short-term placing of staff with little or no screening. Patrick takes the view that maintaining an open door for clients after the contracted work is over makes for a much better client experience. This is good for both the client business and for Coopero; the relationship grows stronger and Coopero can respond quickly to any requests. This long-term strategy continues to pay dividends.

As part of the brand strategy process, I explored various options for qualifier phrases for the name Coopero. I recommended replacing ‘Executive Recruitment’ with ‘Recruitment Partners’ to reflect the partnership approach of the Coopero brand. I incorporated this into the logo design so that the full name would always appear together, even when Coopero became the shorthand version.