GLOBAL ACCOUNTING NETWORK
CASE STUDY FOR RECRUITMENT BRAND
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Global Accounting Network (GAN) is a boutique recruitment agency specialising in the finance and accounting sectors with offices in both the UK and US. Firebelly and GAN have been working together since 2017. An initial web and branding project transformed into an ongoing creative marketing service.
“I have worked with Firebelly for many years and they have become my go-to-expert for all things branding and creative. Firebelly's Creative Director has the ability to tease ideas out of even a lump like me, and it's impressive the way he then turns those ideas into exceptional brand communications. He’s so good we are even willing to forgive him being an All Blacks fan.”
ADRIAN O’CONNOR – FOUNDER & CEO
GLOBAL ACCOUNTING NETWORK
IMPRESSIVE AND SUSTAINED RESULTS
The rebranding and website overhaul helped energise the GAN team and drive business growth. The vibrant new brand identity and website have positioned GAN as a modern, forward-thinking recruitment partner that understands the value of diversity and delivering personalised and relevant experience.
Staff has expanded by over 300%.
International expansion with the opening of new offices in the US.
Improved candidate retention and time-to-hire metric.
Stronger client relationships.
Improved diversity statistics.
Greater resilience during market volatility.
GAN clients and staff are observing the benefits of a blended workforce: men, women, different races, sexual orientations and languages and most importantly not discriminating during the recruitment process.
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THE CHALLENGE AT HAND
Like all recruiters, GAN needed to appeal to both candidates and clients which was key to all and any marketing communication. The original website offered a poor user experience and revenue opportunities were being missed. Existing customer journeys were confusing, inefficient and time consuming.
An additional concern was around diversity in the workplace, which GAN wanted to champion and lead the way in making this issue something recruitment could help solve.
A PRACTICAL AND CREATIVE SOLUTION
FireBelly took the GAN management team on a strategic journey, redefining the company values and core proposition. We conducted a team workshop and dove into the company attitudes, tone-of-voice and key pillars that unified the team and inspired the audience (be it candidate or client).
The brand identity was completely redesigned to better reflect their values and services. In regard to the website, the UX and UI needed to combine to deliver something highly functional and beautiful. We included separate client and candidate user journeys showcasing services, process, and value proposition allowing for a personalised experience. We created a streamlined and intuitive job application process. The new brand features a vibrant, colourful visual identity that uses everyday objects as metaphors to represent key concepts:
Diversity in the workplace
Teamwork and collaboration
Fresh perspectives
Humour and personality
The “brand patterns" allows GAN to visually communicate different recruitment stories and workplace scenarios. The goal was to demonstrate how diversity can be a major advantage for organisations, and include issues such as unconscious bias, gender inequality and CV prejudice.
View the GAN website here.
VARIOUS OUTPUTS COMPLETED FOR GLOBAL ACCOUNTING NETWORK
Brand Strategy
Team Workshops
Logo Design
Brand Identity Design
Responsive CMS Website
Content and Copy
Google AdWords Campaign
Marketing Collateral
Stationery Design
Industry White Paper
Thought Leadership Events
Digital Asset Management
Our reputation as a genuine and thoughtful, strategic creative partner makes for collaborative design solutions that resonate with all key stakeholders. I guess we’re less ‘agency’, more so an ‘in-house creative team’ that wants you to make constructive and creative choices for your business.
Give your recruitment brand a lift!