Understanding the employer brand and the culture
Our team spent a considerable amount of time interacting with Team Kuhoo and the founder specifically. We wanted to understand the kind of people that would be perfect for the company. Some of the top challenges that we identified are:
- An overall difficult market for attracting talent due to intense competition
- A desire amongst TA to join larger companies
- Discoverability amongst TA
Celebrating the ‘opportunity’ to create massive, tangible impact
Our research process enabled us to understand that the talent that Kuhoo was looking for were people who were seeking difficult challenges and more importantly the opportunity to make tremendous impact. We used this insight to create compelling design led employer brand tools in the following major ways.
The Why Join Statement – at the heart of the employer brand
The one aspect of working at Kuhoo that stood out strongly was how often the word ‘opportunity’ was used within the team. The word was used as much to describe work internally as to describe what they were doing for their customers – who were young students trying to pay for prestigious degrees from top institutions. The Why Join statement we came up with was – “The Sound of Opportunity”
This had a two-fold connection to the brand.
1. Kuhoo itself was a sound statement -an onomatopoeia word.
2. The opportunity angle was internal as well as external.
To create designs for Kuhoo, our thought was to use the bright, bold colours of the brand that symbolise youthful energy, hope and enthusiasm in a fun and interesting manner. We have tried to use real pictures of real people as much as possible for maximum authenticity.
The Culture Book
The why join statement gave rise to an interesting theme and we created a culture book themed as a magazine for the brand. This culture book had everything from the brand’s story, vision, people, fun facts and much more.
The cutting-edge website stood out from the clutter and represented the culture book and the why join statement along with also clearly explaining the offering of the brand to potential customers. A website is one of the main pillars of an employer brand program.
We created a detailed extensive onboarding experience for each Kuhooster. It included:
A super cool (even if we do say so ourselves) onboarding kit complete with merchandise, culture book, goodies, vouchers and more. It is divided in two parts
- Onboarding Kit
Custom display pictures and web banners
Custom Email Signatures
Custom Business Cards
We created a ‘Hiring Heroes’ themed social media campaign that celebrated the kind of people we wanted to hire. The employer brand campaign was based on the insight that one can be a hero on the merit of ambition and potential and not necessarily achievement at the time. Especially since we were hiring talented youngsters from top colleges in India.
We launched a cool referral campaign that galvanised the existing employees to reach deep into their network and get suitable candidates that they would like to work with on a daily basis. This helps the employer brand.
Closing out phase 1 of hiring in 45 days
The result of our efforts resulted in the employer brand being able to hire for all their top open positions in less than 2 months. The freshness of the campaign and honesty of the communication appealed to the TA and made them want to work with this cool start up.
“Team Rezonant was the best creative partner we could have hoped for. They became part of our team. They understood us, our vision and our needs perfectly and created an enduring set of assets. It has been a pleasure working with them, and I hope to continue to do so as Kuhoo grows leaps and bounds.”
Prashant A. Bhonsle, Founder and CEO, Kuhoo