Add value and elevate the brand
The considerable growth of BRP’s business and operations necessitated a new careers website to facilitate hiring. Having chosen a specialized HR platform, presenting a number of options but also constraints, the Talent Acquisition team required a content strategy that would enable them to have the website up and running in the shortest possible timeframe.
Beginning with the team’s business objectives, we presented both an ideal HR Marketing solution and a minimum viable product, i.e., a website that would enable employee value propositions and job postings to be presented, and applications to be elicited. The candidate-centric website, completely in line with the corporate brand and known elements of the employer brand, was eventually rolled out in 2021, after a pandemic-induced delay.
CONTENT STRATEGY
Careers website – 2019
With a new strategy, launched the previous year, and a commitment to better communicating with financial analysts, Power Corporation, an international management and holding company focused on financial services, sought to implement a storytelling approach with their latest annual financial report for 2021.
Identifying and extracting messages from the strategy and the analyst calls, we proposed an information architecture and headings for each section of the report, that weave a continuous storyline to demonstrate value creation. This same storyline, with different headings was reiterated in the Director’s Report we drafted.
STORYTELLING
Annual report – 2022
Hexoskin designs and manufactures smart shirts that monitor precise cardiac, respiratory, sleep and activity data. When we worked together in 2013, they needed to redesign their website to ensure visitors could easily buy their products through the online store.
Before redesigning, we first tested and recorded what did or didn't work with the current site. By putting ourselves in the site visitor's shoes, asking ourselves specific questions and attempting to find the answers by clicking through the website, we can get an idea of how usable the site is and build an ideal userflow that better helps conversion.