HSS Recruitment / Brand Realignment & Refresh.

HSS recognised that their brand identity alone wasn’t resonating as well as it could, and over time, they had become too reliant on leveraging the personal brands of key staff. Second to this, the recruitment industry had become oversaturated with providers that genuinely struggle to differentiate themselves – or even, just get noticed.

HSS wanted to change that.

We worked closely with the team at HSS to develop a new brand strategy, undertaking market and internal research. This allowed us to gain a thorough understanding of what makes HSS different, and to uncover opportunities that better positioned their offering.

Two things became immediately apparent; HSS sit in the sweet spot. Small enough to provide a genuinely personal service but large enough to have the resources and network to ensure they always deliver.

Through workshop responses from key stakeholders, it was evidently clear that the HSS team always put people first, regardless of what side of the table they are sitting.

We looked into key competitors and the wider industry, discovering that many providers seemed to have jumped on the same bandwagon, promoting their technology, systems, and the use of AI to match candidates with positions. We found it somewhat ironic that, despite being in the ‘business of people,’ they didn’t talk much about people!?!?! 

So, in a conscious decision to stay clear of the bandwagon, our core brand idea for HSS simply became: ‘Make recruitment more human.’

We developed a brand identity that’s fresh, bold, contemporary, and confident. It objectively fits within the industry while still signalling, “Hey, something’s a little different here” to everyone else.

As part of the identity, we created a tagline for the verbal positioning: “It’s all about people.” We built on this foundation, expanding key messages and talking points for consistent use across all branded materials, including business stationery, the HSS capability statement, and social media templates.

The brand strategy and refresh have been warmly received by the HSS team, who have seen a noticeable shift in both internal morale and external perception. The refreshed identity not only resonates with the company’s core values but also reflects a renewed sense of purpose and confidence. 

The brand can now show up in ways it couldn’t before, whether that’s atop cupcakes celebrating another year of HSS growth or on the side of a ute, ensuring that both existing and new clients feel included in HSS’s commitment to making recruitment more human.