NRG, also historically known as Northern Recruitment Group has been the leading recruitment specialist in the North East for over 30 years with a solid London reputation following flotation. A number of changes in the industry led the organisation to realise that a review of both operations and audience perceptions were necessary if it was to remain both relevant and leading in the region.
Social Media has become the dominant business tool for recruitment. Agents are able to create online personalities and connect with potential customers on a regular basis. Smart phones and tablets are becoming ever more popular and boundaries are disappearing. Online methods now need to be responsive and facilitate the opportunities to create interesting content, thereby making the company more engaging with potential candidates. All these factors delivered the need to change.
Combined with this NRG had a brand personality that had been in existence for over 20 years and marketing collateral was not consistent or co-ordinated. To address this we embarked on a series of interviews with key stakeholders within the company to align views and ambitions. We reviewed both operational structure and services to understand potential brand hierarchies.
Through a series of presentations and discussions a new direction was formed that created a unique proposition – that of “integrating talent” within a client’s organisation. This “solutions” focussed intention made sense of NRG’s strengths and enabled a more personalised consultancy approach to be highlighted.
A set of standards and values were established across the group to unify tone of voice and core messages. A fresh on-line platform gave the company the ability to react with agility and intelligence to changing landscapes using responsive technologies and simple wordpress CMS.