The only surprise, perhaps, is that it has taken so long for such a branding move to take place in what is very much a web-based market. The internet used to be viewed as an add-on service within most industries, but recruitment was one of the first to see its potential . . . and, for about the last decade, the internet cafes have been filled, to a large extent, with job seekers, while a computer is the first port of call for most people looking to find a new job or change their career.

But, after 27 years of building a significant recruitment consultancy at Mary B Cremin, which included being bought out by industry giants Grafton Recruitment in 2005, what difference will this rebranding mean to the firm?

"We are exactly the same company, even though we look quite different, " said Shona McManus, general manager of maryb. ie, regional manager of Grafton Recruitment and new Vice President and director of the National Recruitment Federation (NRF). "We feel that the new name is more up-to-date, and it reflects the fact that the first place that people typically go to when looking for a job is a recruitment website."

While maryb. ie is putting its best technological foot forward when it comes to how the company will be known into the future, it never loses sight of its founding principles, which are based around personal service and attention to detail . . . elements which are, perhaps, not ordinarily associated with the fast-paced world of computer-based recruitment.

"Our service has not changed, " said McManus.

"Nor has how we do business.

Our consultants still meet with our clients, and all our candidates are pre-screened, tested and reference checked."

The name does, however, reflect the increased service levels available through the company website. More than just a medium for job application, maryb. ie offers CV guides, interview preparation tips and well-researched and well-written articles, not all of which are related to the immediate business of recruitment. Some could be lifestyle articles, some will be news items, but all of them have been created to enhance the visitor's experience of opening the website.

Maryb. ie has become known for its ability to match its expertise with market needs, and this can be seen through the industry sectors in which is specialises. It has an excellent pedigree in office support roles, and has experienced a significant increase in the work it does in accountancy and finance. Its temp business has also expanded, reflecting the need for temps in a booming economy, as well as the value that businesses place on their temporary staff.

But, in order to offer the service that its clients expect, maryb. ie is also well aware of its limitations.

"IT is a prominent market in Ireland, " said McManus.

"But maryb. ie does not have a specialisation in this area, so we don't get involved in IT placement. You really need to know your market to be able to offer a quality service to your clients, and the work that we do is very much relationship-based. We go through a number of lengthy processes to ensure the right fit for our clients and our candidates."

McManus' elevation to the upper tiers of the National Recruitment Federation means that she is ideally positioned to gauge and respond to trends in the recruitment industry, as well as influencing its future direction. To this end, the NRF is in the process of writing a new educational programme, which will be accredited by the Federation, and which will offer, for the first time, specific qualifications for the industry.

Significantly, it is also adding a Recruitment Awards process to its annual member's dinner, the first of which will take place on October 5.

"People need to be recognised for the work that they do, " said McManus. "We are looking to really promote the recruitment industry as a whole, and to raise the profile of the NRF."