LPL FINANCIAL was the largest independent advisor network in the U.S. and we helped make it larger. They asked us to help recruit top level advisors that earned $700,000+ a year at major Wall Street firms like Merrill Lynch, Wachovia and Goldman Sachs.
The challenge we were facing was inertia and golden handcuffs that kept these advisors from breaking free and becoming independent advisors. So we touched an emotional nerve by tapping into advisors’ entrepreneurial spirit. We challenged them to reach their own potential by opening their own practice.
We created web banners and print ads to drive them to a recruitment site, LPLDoItSmarter.com, where they were invited to hear about independence firsthand from some of the industry’s most successful advisors.
WEB BANNERS
MICROSITE
On this site, advisors were able to tap into podcasts, white papers and view a series of web-based talk show, where star advisors, some of the biggest names in the industry, told their stories about the benefits and challenges of opening their own independent practices. These were all incredibly valuable resources for anyone considering a move to independence.
LPL recruiting microsite opens with video of spokesperson introducing a series of videos featuring successful LPL Financial Advisors and additional informational resources
The microsite featured an archive of LPL advisor specialists and a resource center to assist potential recruits overcome inertia of making the leap to financial advisor indolence with LPL.
LPL recruiting microsite opens with video of spokesperson introducing a series of videos featuring successful LPL Financial Advisors and additional informational resources
WEBISODE
This is a sample of the video series on the site:
THE RESULT
In 2010, LPL recruited more new top level advisors than any other broker-dealer in the country, setting the stage to take the organization to market for a successful IPO. According to CEO, Mark Casady “The new advisor classes are comprised of an increasing number of larger offices and higher average production than in prior years.” These new top level advisors helped LPL set a record with $330 billion in total advisory and brokerage assets in the first quarter of 2011 - a 16% increase from the same period in 2010. And net new advisory fees more than doubled to $3.7 billion.