HelloWork presents its rebranding strategy

HelloWork Group, publisher of BDM, is making a big change. The French internet recruiter leader is merging 11 of its brands. Candidates can now view job postings on a single platform, accessible here: hellowork.com. David Beaurepaire, Deputy Director, presents the objectives and implementation of this rebranding.

What are HelloWork’s specialties?

The HelloWork group is present in the labor market, training and guidance. We offer solutions for recruiters such as:

  • HelloWork Recruiter to manage their offers and find candidates,
  • CV Catcher to improve the experience on job boards,
  • Seekube to organize recruitment events,
  • Basile to facilitate recruitment through co-option.

Which brands were committed to employment?

In the labor market, HelloWork was represented by several brands: RegionsJob, local versions such as OuestJob and ParisJob, Cadreo for executives, RegionsJob Intérim… These sites have been facilitating the mediation between candidates and recruiters for years.

They allowed us to become the leading French actor in terms of audience.

Why merge these brands?

The fact that we have several brands to cover the whole territory started to put a brake on our ambitions. Some acquisition levers have been found de facto limited by this fragmentation.

We believe that we have covered the optimizations that we could make under our various names. We needed stronger brand awareness to go even further.

We have therefore made the choice to abandon our historic names in favor of one brand: HelloWork. It is already known to recruiters, through the use of our services. Our DNA, of course, remains local employment, we connect with the reality of recruiters. We simply notice that the market has changed a lot in recent years, with teleworking and the different forms of working. It therefore seemed relevant to us to implement this positioning at the end of the health crisis while also offering new services to our users.

Such a change of identity mobilizes all teams of a company: technical service, traffic acquisition, communication, editing, marketing, etc. We are pleased that our users can finally benefit from it.

Candidates benefit from a unified experience © HelloWork

How is the HelloWork brand positioned?

It’s not just a brand change, it’s a mainstream identity change. We associate with this rebrand a series of features that will be implemented in the coming months. Main goal: show more transparency on the labor market, for candidates and recruiters.

salary information

The salary is not stated on many vacancies. Nevertheless, it is a determining factor in the choice of a function.

On an ecommerce site, no one would think of buying a product without knowing the price.

We will ensure that as many recruiters as possible indicate the elements related to remuneration in order to bring more transparency to the recruitment market.

Information about the recruitment process

The same principle for the recruitment process: when a candidate applies for a job offer, he is often confronted with a black box phenomenon. Other than an email to confirm the submission of his application, he has little information until the recruiter finally contacts him.

An e-commerce site allows you to track your package in real time, at every stage, from preparation to delivery. When you order a meal, you can track the delivery person.

It seems essential to us to inform the candidates about these elements. His application was received, opened by the recruiter, the manager positioned himself…

Information for candidates and recruiters

We also want to inform them about the possibilities of teleworking, the job environment, integration in the company, etc. Objective: to provide users with as many elements as possible so that they can make a well-considered choice.

Candidates benefit from this, but also recruiters who receive even better qualified and involved applications. This is the whole problem with transparency.

How will the new brand be represented?

HelloWork enters new brand territory, with a new slogan: ” our work, to help you choose yours »† We support this change with a huge media plan, worth several million euros by the end of the year, with the excellent recommendations of the initiating agency. It aims to transfer the awareness of RegionsJob to HelloWork and ensure that HelloWork becomes better known than our old brands, as the awareness effort is now concentrated on one entity.

The creation of the campaign is driven by the Socialclub super team. We made a unique choice, with a campaign animated by 3D characters. They will accompany us for years to come.

Until then, this area had not been exploited in our sector of activity. They can represent the completeness of the positions accessible on HelloWork.

We focus on the entire labor market. These characters will be able to embody the different professions and pluralism of our users.

We will also deploy a new BtoB signature: “Our work ends where yours begins”† Our mission is to provide recruiters with the best qualified applications, but the fact that a recruiter ensures a good match between a person and their future work environment remains a pre-eminently human mission, performed by all our clients.

Which communication levers are activated?

We will activate all digital devices from this Monday: SEA, social media, YouTube… Besides digital, we will also be visible on TV, catch-up TV and radio from the end of May. At the start of the school year, the campaign becomes even more massive with posters and an intensification of our communication. On television, we will broadcast our brand on the main networks, especially TF1, M6 and TNT.

We focus on the most professionally mobile active population, namely 18-34 year olds.

It is those who change jobs most often who are most likely to use our services.

How to communicate with users

Since the beginning of April, we have been communicating through the application and emails with all our users, be they recruiters or candidates. We want to reassure them: it’s the same company, their data stays in the same place, it doesn’t change their use. Only the URL and the app name change, we will only add something to their experience in the coming months.

At the same time, we promoted the HelloWork brand on our job boards.

First, compared to RegionsJob and our local brands. We then proposed a HelloWork logo in a major key, linked to the different brands known to our candidates. We try to perform an uninterrupted transfer for our users to avoid losses. Of course, we expect a small one-time drop, especially in organic traffic, but we’re going to offset this with SEA purchases and a large communications system. We expect to catch up quickly and then surpass previous levels.

What are the risks of such a project?

This move is bold because we are leaving recognized brands. When it comes to SEO and the reputation of our services, there is a lot at stake.

We have implemented many actions to promote the transfer of popularity from our local sites to HelloWork. It is essential that the content created over all these years can benefit our unique brand.

We are a French company developing a brand in English. This question arose. But HelloWork, it doesn’t work very well. We felt that the terms that make up HelloWork are sufficiently simple and familiar and that this is not a barrier. This is also in line with our previous signature, “smile it’s monday”† We want everyone to be able to thrive in their professional environment and approach Monday with a smile, and the HelloWork brand fits well with this state of mind.

How to analyze the success of a rebranding?

There are several KPIs: the audience, which we monitor daily, and the volume of applications sent to our clients. There are also awareness indicators: every week we will be able to observe the rise of the HelloWork brand awareness. We will be able to compare it with our competitors, RegionsJob and our local brands. We have set goals that we need to achieve before the end of the year.

Go to HelloWork to choose your future job!

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