McIntyre Group

Redefining Recruiting.

Client McIntyre Group

Vertical B2C

Key Services Brand Development,Content Planning,Mobile

The Challenge

With over 29 years of building relationships and securing their business as a top boutique staffing firm, the McIntyre Group looked to Digital Surgeons to help bridge the gap between their long-standing legacy and the future through a brand refresh and a fully revamped digital presence.

Our Approach

Embracing a design thinking methodology, we first sought a deeper understanding of both the business and the staffing industry at large. What we found was a fragmented brand weighed down by outdated tech, fighting an uphill battle against a world that turns a skeptical eye towards recruiting. From these insights we built a roadmap for moving the McIntyre Group forward.

Discovery

To create the new brand position, we conducted our discovery using a mix of gamestorming and co-creation with key customers and stakeholders to define the entire customer journey. Armed with the right information, we moved into the branding process.

Brand Voice and Tone

If we were going to redefine recruiting, we needed to lead with McIntyre Group’s greatest asset, people. As strong as they were in-person, their brand messaging was falling short, missing that human touch that prospective clients could relate with. Through our discovery and co-creation process, we really got to understand their culture, vision, and values. This helped us craft a genuine voice and tone that could really showcase McIntyre Group at its core.

Visual Identity

The green shamrock had been the symbol of the McIntyre Group for nearly three decades. The limitations from this longstanding logo created challenges with the brand’s architecture. Discovery showed us that with word-of-mouth being such a critical growth-driver for the business, the real equity was in the name, not the shamrock. Using this insight, we rolled all aspects of the McIntyre Group brand back into a cohesive and timeless identity.

THE DIGITAL EXPERIENCE

Looking past decades of legacy technology solutions, we built a seamless CMS-powered experience that could integrate with their back office solution, Bullhorn. A completely reimagined user experience focused on moving users through the funnel as fast as possible with an easy-to-understand navigation that could directly address their specific needs, including clear calls-to-action, no dead-ends, and a smooth integration when moving between Bullhorn and the CMS site.

Photography

Creating the new McIntyre Group experience didn’t stop at architecting the new site and refreshing their identity. We needed to make sure the brand voice and visual language reflected the relationships they were invested in, in a way that would grow user acquisition. Our content strategy team worked closely with McIntyre Group’s leadership to showcase their unique personalities and infuse them into highly engaging content that could accurately bring the in-person experience to a user before they even stepped foot in the office.

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