Our clients were experienced IT recruitment consultants who’d been working for a well-known global company. They were ready to do their own thing, so asked for our help with building a brand from the ground up, including logo, colour palette and website design. There was also the requirement to think beyond brand invention and come up with a way to keep IT contractors loyal. In the cut-throat short-term IT recruitment market, hanging onto your contractors is vital for success.
Naming a brand is harder than naming a baby, in our opinion. So we put a lot of effort into researching the market, defining the Brand Chemistry and playing with words until the best solution presents itself. In this case, we invented a new word – Younity. It includes the letters IT, plus it comes with the positive connotations of unity. The use of ‘you’ also makes the brand customer-centric; whether the recruiter is dealing with an employer or an employee, self-interest is always running high.
In addition to naming, logo design and creation of a memorable website that’s full of movement, we developed a welcome pack for IT employees who are placed by Younity. The branded bag includes a water bottle, mousepad and USB drive – all the things an IT contractor needs to get settled into a new role. When their contract runs out, the Younity brand is front-of-mind for sourcing their next position. Many of the IT jobs in New Zealand are short-term contracts and there’s an ongoing shortage of good people, so this strategy is already paying off for Younity.