ST. LOUIS, April 5, 2017 /PRNewswire/ -- Edward Jones, the financial services company known for 'Making Sense of Investing,' has launched its first-ever advertising campaign to recruit experienced financial advisors and business professionals, including CPAs and attorneys. The goal of the campaign is to shift misperceptions about Edward Jones by highlighting the firm's position as an industry leader while educating industry professionals about the opportunities available at the firm.
The recruiting campaign aligns creatively with the firm's corporate brand advertisements, and its tagline – 'The More You Know, The More We Make Sense' – and provides clarity on what distinguishes Edward Jones from its competitors, while aiming to build familiarity, consideration and receptivity to learning about the Edward Jones opportunity.
"We took a very deliberate approach with the campaign's creative elements," said Jim Olsen, principal, Marketing Communications at Edward Jones. "From the very direct ad copy, to featuring our own people and making the connection to the 'Making Sense of Investing' campaign, these ads tell a story of who we are as a firm today – a thriving company that is competitive in the industry with deep knowledge and extensive resources that our financial advisors use to help clients achieve their long-term financial goals."
The campaign specifically touches on four key message points that further educate experienced financial advisors and the industry overall about the firm, including:
- Its unique business model as a privately-held partnership that provides financial advisors an opportunity to run their practices with autonomy but with the resources and expertise of the home office readily accessible;
- Organic growth achieved without any mergers or takeovers since the firm was founded in 1922. There are currently more than14,000 financial advisors serving investors with more than $900 billion in assets under care; Edward Jones also has built the second largest fee-based mutual fund platform in the industry, according to Cerulli Associates (2016);
- Resources and capabilities of a large firm, including an in-house research department, robust technology and branch tools designed to enhance the client experience; and
- Awards and accolades recognizing the firm's focus on client and financial advisor satisfaction.
"This campaign is part of a broader strategy that includes additional sourcing resources, a streamlined selection process and enhanced onboarding support for experienced financial advisors to ensure we are firmly within the consideration set," added Katherine Mauzy, principal, Edward Jones Financial Advisor Talent Acquisition. "Edward Jones has the size and scale to make a huge impact in the industry – with our world-class technology and a sound investment philosophy. We are a great choice for experienced financial advisors and other business professionals looking for a new challenge."
The campaign will run through 2017 in national business print and industry publications. A special landing page www.edwardjones.com/knowmore on the Edward Jones website hosts additional videos and content for recruits looking to learn more about the firm.
About Edward Jones
Edward Jones, a FORTUNE 500 firm, provides financial services for individual investors in the United States and, through its affiliate, in Canada. Every aspect of the firm's business, from the types of investment options offered to the location of branch offices, is designed to cater to individual investors in the communities in which they live and work. The firm's 14,000-plus financial advisors work directly with nearly 7 million clients. Edward Jones, which ranked No. 5 on FORTUNE magazine's "100 Best Companies to Work For 2017," is headquartered in St. Louis. The Edward Jones Web site is located at www.edwardjones.com and its recruiting Web site is www.careers.edwardjones.com. Follow Edward Jones on Twitter @EdwardJones and visit the firm's Facebook site at www.facebook.com/edwardjones. Member SIPC.
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SOURCE Edward Jones