Korn/Ferry International has launched a branding campaign to highlight its
business transformation strategy, which is pushing the company from its
traditional executive search roots into areas like compensation, onboarding and
coaching.
“This campaign is the latest in a series of steps that we have taken to
position ourselves as a comprehensive talent management provider,” says Michael
Distefano, chief marketing officer at the Los Angeles-based company.
The branding campaign, which was announced April 10 and is titled “The Art
& Science of Talent,” alludes to Korn/Ferry’s approach as a talent
management provider, Distefano says.
During the last six years, Korn/Ferry has tried to position itself as a
talent management provider, acquiring companies such as LeaderSource, an
executive coaching and leadership development consultancy, and Lominger Ltd., a
provider of leadership development tools. The company has also developed
recruitment process outsourcing capabilities through its FutureStep
subsidiary.
About 25 percent of Korn/Ferry’s revenue is derived from non-executive search
business lines, according to Distefano, who says the company will probably make
more acquisitions.
Korn/Ferry isn’t alone in its ambition to diversify. Several companies,
including Manpower, Adecco and CareerBuilder, are looking to transform
themselves into comprehensive talent management providers to assist clients with
a variety of HR functions.
Peter Weddle, CEO of recruiting consultancy Weddle’s, says the companies
believe that being a one-stop shop makes them more of a strategic HR partner, he
says.
A concern is that companies trying to diversify run the risk of diluting the
quality of their services, says Debra Horowitz, partner at Continuiti Staffing,
a national placement firm.
“At the end of the day you have to ask yourself how your actions are
ultimately going to impact your clients,” she says.
Mark Mehler, principal at recruiting consultancy CareerXroads, says the
diversification is a good thing for Korn/Ferry.
“I see no problems; many companies are doing this,” he says. “The key is
being able to keep the same level of quality as you grow.”
Distefano says Korn/Ferry is careful when it comes to its diversification.
“We don’t make our moves lightly,” he says. “The company knows it has a
legacy brand to protect.”
—Gina Ruiz
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