Background

A new-age HR startup gearing up to disrupt the RPO (recruitment process outsourcing) market by making hiring like other new digital services—on tap, on demand, all-the-time. You get a live stream of candidate profiles, filtered and matched to your organisation’s role structure. ICD was asked to brand the new business and design its website.

Strategy

Unlike traditional RPO brands. The new business aims to change the dynamics of hiring. It can give the controlling reins to the hiring manager, the man with the hiring need for his/her team, and not the HR through a simplified hiring cycle. Easy access to candidate profiles (click-choose-hire) makes hiring as easy as ordering food or a cab on an app. Akin to digital products, through transparency and access it decentralises the power hierarchies, and makes anyone empowered to take charge of hiring.

Brand

A disruptor in a traditional RPO community, the brand’s personality is young, vibrant, and intelligent. Its working ‘algorithm’ combines data and embedded human intelligence: a superior understanding of roles, local context and candidate, and delivers ready-to-hire profiles to bring about an unfussy, direct way to hire. Its app-like character carries a non-authoritative, collegial voice, as it disintermediates through the cumbersome, rigid, processes and hierarchies to deliver a simple hiring tool. The design and communication responds to these properties and makes a friendly, easy-going, innovative persona.

Naming

We named it ‘taggd’—being identified in a group of people. It’s socially current, casual and snappy, capturing the flavour of the moment.

Design

A youthful colour palette, and a functional but simple geometric typography impart clarity and simplicity to the business, while the use of lowercase and rounded alphabets makes for a friendly vibe. Drawing from the logo lettering, circles become a central graphic element in its visual language. They serve to mark selection, and combine and multiply in meaningful ways.