Concept Study
StrategyFinancial Advisory Group — Recruitment Concept
Recruiting into an industry people have already decided about
Concept study
This is self-initiated work. It was not commissioned by a client, was never presented to one, and no part of it was implemented. It is published to show how we think, not what we have delivered.
- Client
- Anonymised — concept study
- Industry
- Financial services
- Year
- 2025
- Timeline
- Self-initiated proposal
What was produced
- SWOT and positioning analysis
- Mid-career recruitment persona
- Campaign plan and content pillars
- Will-writing awareness track
- Budget allocation and timeline
- Risk assessment
Read the full plan
The complete document, as it was written. No signup required.
Overview
A marketing plan for a large financial advisory group with two linked problems: attracting mid-career professionals into advisory work, and raising will-writing uptake among both younger and older clients. Both run into the same obstacle — a public perception of the profession as sales-driven.
The Challenge
Recruitment marketing for financial advisory has to overcome a settled opinion rather than a lack of awareness. Mid-career professionals with established incomes read the role as commission-driven and income-unpredictable. The same stigma suppresses will-writing conversations, because the adviser is assumed to be selling rather than advising. A strong awards record and a founder-led mentorship model do not fix that on their own if the digital presence does not carry them.
The Approach
01
Build the audience from a real profile
A specific mid-career persona — established income, family responsibilities, mortgage, education planning — rather than a demographic bracket.
02
Address the stigma head-on
Content that acknowledges the perception rather than talking around it. Avoiding it confirms it.
03
Lead with the mentorship model
The founder-led structure and university ties are the differentiators. They answer the income-predictability worry more convincingly than any claim about earnings.
04
Treat will-writing as education, not a product
Uptake follows understanding. The content has to teach before it can convert.
What We Delivered
- SWOT and competitive positioning
- Mid-career recruitment persona
- Recruitment campaign plan and content pillars
- Will-writing awareness track
- Budget allocation and timeline
- Risk and drawback assessment
Built with
Previous project
Space & Sanctuary — Lead Generation Concept
Next project
Experiential Design Studio — Search Concept
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