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In a world that’s ever-changing, the path to finding the right fit in your career can be filled with twists and turns. The journey is different for all of us, reflecting unique aspirations, challenges, and growth opportunities. At IPA, we recognise that this journey is all about you, and with our new brand identity, we’re reinforcing our commitment to helping you find your way. This blog post is all about our new ethos. Please read on to discover what’s underneath the IPA bonnet in 2023, and how we continue to exist to drive you through your career. 

Mission and Vision:

Our new mission: ‘Great businesses need great people. We’re relationship experts who specialise in connecting the right people with the right workplaces,’ encapsulates our dedication to being people-first. We understand that every career journey is unique, and we’re here to guide you, no matter your route or career progression. The vision we began with in 1984 has blossomed into a renewed approach within the recruitment industry, focusing on your individual journey.

Tagline and Logo:

Our new tagline, ‘work your way,’ reflects our belief that finding the right fit for work is a shared journey. It’s a declaration that we understand you, cheering you on to do it your way. Our brandmark, also known in-house as our “Journey Mark,” has been designed to represent the promise and understanding that every professional journey is unique, with its ups, downs, loops, and re-starts.


Company values are important. They are the elements that bring us together as a workforce. They are the outputs of our progress. They are the fables and lessons we’ve learned throughout our 40 years to help better serve our clients and candidates. We’ve updated our values to reflect the new IPA today in 2023. They tell a chronological story, reflective of our journeywork and our social impact promise. 

  1. Love your work: Work is a massive part of our lives, and it’s important to feel at home at work. The right fit is out there, and our team is committed to finding it — whatever that means for you.
  2. Human at heart: We embrace our differences and acknowledge our shortcomings; this is how we learn and improve. We understand that no one’s perfect and strive to deliver our best every day.
  3. Bend, don’t break: Life’s always changing, and we change with it. We’re adaptable, resilient and flexible — ready to twist and turn to seize opportunities and make the most of every situation. We’re on it.
  4. Your biggest cheerleader: We’re behind you 100%. Our thoughtful recruitment approach creates long term relationships built on trust and understanding. Your success is our success.
  5. Community at our core: We champion inclusivity, diversity and support for people of all ages, abilities and backgrounds, at all levels of experience. Our profit-for-purpose parent company genU provides support and services to community members to help them reach their full potential.

The unveiling of our new brand identity is more than a change of logo or tagline; it’s a renewed commitment to you and your journey. We’re excited about this new chapter and invite you to join us as we continue to find the right fit for companies and candidates alike. Stay tuned to our social media including LinkedInFacebookInstagram and TikTok as we reveal more exciting insights into our brand and how we’re here to help you ‘work your way‘. The journey continues, and we’re by your side every step of the way.

We’re the only national recruitment agency committing profits to community services.