Case Study | Marketing Services

harte Hanks

Overview

 

A large publicly-traded company headquartered in San Antonio contacted us to help them raise brand awareness in order to improve hiring prospects in the Austin market. The company needed to figure out how to communicate career growth opportunities across a variety of industries available to prospective hires. 

OUR CHALLENGE

 

The company lacked a cohesive brand identity across its various customer support divisions. It also lacked a solid communication strategy aimed at its workforce and the public at large.

OUR SOLUTION

We knew that if people wanted to work at Harte Hanks they needed to feel like they were a part of the organization. Our plan was to unify the brand and communication strategy for prospective and current employees. 

We did this by conducting interviews to determine the traits of highly desirable/successful employees and create a theme and message around those traits.

FULL-FLEDGE MARKETING AND pr CAMPAIGNS

After conducting interviews to pinpoint the key demographics Harte Hanks was looking for in employees, we developed a multifaceted media campaign that included digital marketing, posters, bus wraps, highway billboards, and newspaper ads. We also targeted potential employees through PR efforts with outreach to local TV and print media.

branding

Create a unifying brand theme and communication strategy designed to give the company’s employees a universal brand with which they could identify above and beyond the separate customer support groups to which they belong. We created a single theme around a call to action for employees and prospective employees, complete with original photography of employees, graphic design, and messaging. Based on interviews, we also identified three key demographic traits indicative of highly desirable/successful employees. Our messaging and artwork for both recruiting and internal communication materials targeted those traits in order to boost the company’s appeal across those segments.

EMPLOYEE SATISIFACTION

To boost company morale, we recommended an employee ambassador program to reward top performers with perks and additional responsibilities that included becoming recruiting ambassadors with networking and social media opportunities.

brand messaging

To further maximize the company’s new brand messaging, we suggested new social media engagement opportunities highlighting their hiring efforts and showcasing the perks of working at Harte Hanks. We also suggested that the client create additional branded material for its offices to include posters, lanyards, pins and other branded items. 

OUR RESULTS

100s OF NEW HIRES

The client was able to hire several hundred new employees to meet seasonal hiring needs. The client was successful in launching an internal recruiting campaign that included our employee-facing collateral.

EMPLOYEE MORALE BOOST

We fostered a stronger sense of employee belonging by creating a series of internal use posters featuring original photos of current employees and copy relating to their work experience. 

CUSTOMER SATISIFACTION

The client’s corporate headquarters liked our recruiting campaign so much they decided to utilized it as a company-wide initiative on their employee recruiting website in order to give the site a stronger brand identity, provide a more employee-centric image, and to make an effective call-to-action.

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