Background and Objective

Taggd is a recruitment process outsourcing company (RPO) that wants to make hiring simple.

The business, then yet to be named, approached us to brand them and build their website. The stated objective: was to cut through the category clutter and project an entirely fresh way of thinking about RPO.

Discovery

The new business is founded on a simple insight, based on a better way of doing things. It is: that those who actually need to make hires for their teams, known as hiring managers (HMs), are tied down by lengthy, traditional HR processes riddled with inevitable overheads and delays.

With the increasing digitisation of the hiring process, it is possible to present the HM with qualified candidate data and leave the selection to him.

Strategy

Strategy: empower the hiring manager. He isn’t an HR specialist, so don’t use that language with him. We are specialists, so help him with relevant data.

Claims of digital efficiency are made by many large players. To rise above the noise, we would need to project a fresh presence.

We saw the opportunity in the client’s competition: a clutch of established companies whose personalities and operating styles were based on projecting authority and rigid processes.

Instead, our brand could be like a contemporary digital brand, which aims to empower users and approach them in a collegial manner. In contrast, the competition could be seen as rigid perfectionists, ‘senior’, and a bit bossy.

Solution

By naming the brand Taggd, the company’s disruptive ambitions instantly become apparent. It is approachable and youthful; a digital audience knows that competent firms need not be ‘sir’.

The visual style is soft and extremely friendly. The company’s clear and open voice comes through with the wide and generous typefaces, following the logo. Likewise, the circles are used to animate the story: that Taggd can be nimble and rigorous, simple, and powerful. Though formidably armed with data, local context, and analytics, it wears these strengths lightly, like a consumer-facing digital app rather than a high-profile consultant.

The website works with a series of screens, from mobile to large desktops.

Impact

By demystifying hiring, Taggd signals a new breed of RPO.

The immediate impact has been noticeability, getting the attention of the industry and large users in days.

The new identity paired with the website confidently projects the client apart from its peers, better suited to the HM.

The new brand style was adopted by the client’s social media and other campaigns.