Building a best-in-class employer brand
The Goal: Attract employees by showcasing a standout employer brand
Our client, a restoration company in southern California, was facing an extremely competitive job market where skilled trades people were in high demand and discovering and retaining great talent had become difficult.
To help our client overcome this challenge, we helped them build a best-in-class employer brand, making them stand out from other employers in their industry and showcasing their company as an ideal place to work.
The Approach
To distinguish our client from other employers in their field, we decided to focus our branding efforts on the attributes that set them apart. Creating new visuals, brand voice, and messaging, we highlighted our client’s company culture and portrayed them as a place where talent could learn, grow, and cultivate a career with upward momentum.
Creating A Memorable Icon and Color Pallette
To give the restoration company a new brand that aligned with the company’s values, we began by creating an icon that was unique, simple, and memorable. This icon also needed to be striking and clearly visible when replicated onto the company’s vehicles and uniforms.
Next, we selected colors that would further represent the company’s identity. We chose deep reds and blues to call back to classic American values like working hard and the opportunity for upward mobility. These colors also called out to the “Everytown, USA” communities the restoration company served.
Establishing a new visual identity was an important part of the rebranding process. Through a simple icon and carefully selected colors, we clearly portrayed the restoration company’s values, making them stand out as a unique and desirable employer.
Video Testimonials
Next, our video and photography team put together a series of video testimonials where current employees of the restoration company shared their experiences and what it means to work for the company.
These videos showcased the company’s newly-articulated brand voice, directly from their employees: humble, people-oriented, trusted, expert, and professional.
Since much of the labor market our client wanted to reach is Spanish speaking, we also created Spanish versions of each video and provided Spanish subtitles for the English speaking videos.
Social Media
We released these high-impact testimonial videos on LinkedIn, Facebook, and Instagram. We also created posts featuring candid photos from company events and graphicly designed images of current employees with brief bios in English and Spanish.
The Results: Putting the brand to work
The multi-layered approach of visual rebranding along with video testimonials, candid photos, and employee bios on social media all worked together to position our client as a top-choice for skilled workers seeking employment, leading to:
- 17% increase in job click-to-apply rates YoY
- 28% increase in active users on company’s career page YoY
Our rebranding efforts also built up an infrastructure that would assist in future growth, ensuring our client’s brand would continue to attract the best talent, and establish them as a preferred employer in the industry.