When venture capitalists bought three very diverse recruitment businesses – operating in telecoms, infrastructure, social work & healthcare – they found it difficult to blend the cultures of the three companies. They needed to bring these three vastly different cultures and around 60 staff together under one brand.
360 helped develop the Blue Group International brand and accompanying employee engagement plan to get the new organisation off to a great start.
What we did for them
To build up a picture of Blue Group’s natural identity and values, we interviewed all the directors then held focus groups with mixed groups of all staff. We gave the staff the space and time to discuss areas of concern and find their own solutions. Through these discussions, we uncovered areas of agreement on the values, attributes and personality of Blue Group.
One thing that all the recruiters had in common, even if it was expressed in different ways, was that they succeeded when they were most candidate-focused. For the telecoms people, this meant a lot of banter and being very direct about the candidate’s interest in the job. Conversely, for the healthcare team, this meant acting as social workers for their own candidates – providing a listening ear, a shoulder to cry on and relieving the pressure which the healthcare workers were under.
We developed this idea into a new corporate identity and a positioning based around what the company meant to its key audiences. This was dramatized this using a ‘blue’ paint chart business card. Our message to all audiences was “This is what Blue means to us – what could Blue mean to you?” Each individual recruiter could tailor the tone of this message to their clients, finding a way that worked for them.
Once the staff had seen and engaged with the proposition, we extended it into practical forms, brochures, website design and advertising templates (corporate and job-specific).
Under the Blue brand, the company grew and the investors sold it after four years, recouping 2.6 times their investment.
Several of the directors went on to set up their own recruitment agencies and approached us to help. We created the corporate IDs for four new businesses directly as a result of this project.