The challenge
In 2022, Source2 needed to stand out in a crowded field of recruiting and talent acquisition firms. Much of its target audience didn't know Source2 was an option, and it needed to be clearer about the services it offered.
It already had a strong internal culture. The task was turning that culture into one brand story that worked for clients in manual labor, healthcare and finance alike.
What I did
I started with Source2's values, strengths and internal culture, where everyone already spoke the same language. The aim was to put that culture into words that would work across every industry Source2 served.
From there, I built the messaging framework. It covered the company's mission, vision and values, detailed personas for its range of clients, and a short tagline.
To get it right, we held long conversations with stakeholders across the company. They ranged from the CEO and VPs to team leads in several departments. Those talks shaped the messaging, and they're how it earned buy-in.
Results
The messaging won buy-in. The CEO, VPs and team leads reached consensus on it, and people across Source2 felt connected to the new brand story. That wasn't a given with so many internal voices.
The final tagline, "Solving High-Volume Recruiting Challenges," sums up Source2's value in a short, action-oriented line.