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Jack Leung on how brand building can pave the way for sustainable business growth
People matter just as much as profit and growing a brand is just as important as business growth at All-Star Agency, a recruitment firm founded by Jack Leung.
Leung believes in building a strong brand image to pave the way for business success, both to attract new clients and to be seen as an employer that talented individuals would want to work for.
“Personal branding is something that I believe is immensely important to the success of a company. When you build a business, you need to understand your core identity in order to set yourself apart from the rest,” says Leung. “We aren’t just known for recruitment. We have to ask ourselves what makes us unique and unlike anyone else.”
All-Star uses social media to recruit talent throughout Hong Kong’s banking and financial industries, but also to form its identity. “We champion creative expression on social media. This is how the public—whether it is our clients, candidates or potential new joiners—perceive us. It is our energy,” says Leung.
A quick look at the company’s social media content shows that this is not your usual recruitment agency. Fun and engaging, it’s designed to appeal to the digital native Generation Z, who are courageous in their self-expression.
“Young people are increasingly drawn to work for charismatic employers who are unafraid to showcase their identity and highlight their people in bold, imaginative ways,” says Leung. “One way in which we do this is by creating light-hearted content inspired by the style of Instagram Reels and TikTok. When posting on LinkedIn, it is unexpected, refreshing and captivating.”
Another example is a series of street-style videos, featuring students at university campuses across Hong Kong explaining what they look for in an employer. All-Star showcases these insights in a personable, approachable way, a stark contrast to the data-driven surveys favoured by many companies.
By pushing its brand on social media, Leung says the company is striking a confident tone that attracts new clients as well as potential employees. “When you invest in building a brand, the business leads will follow,” he says. “As much as I like doing the cold calls and the door knocking, you can only do that for so many years. When you devote time to building your brand, you’re paving the way for business to come to you. That is how we built something that’s sustainable.”
