Our client Solutions Recruitment approached us to create a new parent brand to encompass all 4 of the sub-brands; Solutions Recruitment, EPG, AEPartners and Ship2Shore. The family of businesses had always been owned by a parent company, however, it had a legacy name from a previous owner and it didn’t mean anything to the current 100-strong team. There was no real brand associated with the parent company and the employees felt no ownership of it.
One of the problems with having no visible parent brand was that the four sub-brands felt like completely independent businesses with no common goals. There was a lack of synergy between them all, where potential strategic opportunities were being missed. The idea was to bring in a strong parent brand that aligned the sub-brands and united the teams.
After democratically choosing a name for the new parent brand; Talent84, Solutions tasked us with creating a brand and support with its launch. They wanted to reveal the new brand to the teams at their annual summit which was in two weeks’ time.
Firstly, we created a logo for the new Talent84 brand. They wanted a suit of collateral to give to their staff at the summit, all showcasing the new logo. We made recommendations for items which would create a buzz for the teams whilst also being useful day-to-day, reminding them of their “Talent84 family”. The final goody bags contained travel mugs, chargers, notepads and pens.
Our client wanted to be able to explain to all staff about where Talent84 had originated from and the reason for the change in a fun and engaging way that matched the ethos of the summit. We suggested they produced a Carpool Karaoke style video, where the company directors took viewers ‘on a journey’ about the business’ history, its future and the importance of the staff to where the business is heading next. Doing it in this style meant the attention was held by all employees, and it was fun and upbeat.
For the summit, we also put together an animation showcasing all four brands and their successes over the past year, the overarching mission, vision and values of the family and how they all together had shaped the new Talent84 brand. We used top line stats that showed how far they had come as a family of brands in one year. This was all done in an attractive and engaging animation, using the new brand colours. The aim was to make them feel proud of what they could achieve when they work together.
After the summit, we set up social accounts for Talent84 and started producing content. The purpose of the accounts was to not just share industry news, but to be able to share and discuss the achievements of all of the family brands and assist in uniting the group’s brands under one ‘umbrella’ – creating more unison and cohesive promotion.
From the summit onwards, a large majority of the staff began referring to themselves as employees of Talent84 and not just the sub-brand they worked for, including changing this information on their personal LinkedIn pages. This was a huge sign that the launch and comms had been successful in creating ownership and identity within this new group brand.
Solutions Recruitment went on to be named the fastest growing multi-sector recruitment business in the UK in the Recruiter FAST 50 list 2019, using stats from all Talent84 brands.
The annual Recruiter FAST 50, prepared by Clearwater International, ranks the fastest-growing, privately-owned recruitment companies in the UK. With almost 40,000 recruitment agencies in the UK, featuring on this list is a real coup, not only to illustrate their standing against national competitors, but to celebrate the efforts of all involved in driving business growth.
This was seen by employees as an achievement for the whole Talent84 family and a testament to the outstanding work of all members of the teams, and showed how much can be achieved when everyone is striving for the same goals.
Andrew Mears, COO at Solutions Recruitment:
“People alignment, and values alignment, is so important when you’re looking to outsource. Despite being an external resource, Narrative still invest the time to integrate with our team – so much so, that it doesn’t feel like outsourcing anymore. They strengthen these internal relationships by encouraging collaborative working and hot-desking so they can really get to know our team and understand the business inside out. We have recommended them to a number of businesses who have subsequently become Narrative clients.”