Identifying the Right Inspired Marketing Talent to Contribute the Project
Our unique approach to project execution involves using what we affectionately refer to as the ‘expertise accordion’. We leverage the best talent, forming agile teams of experienced specialists that come together to deliver the perfect balance of skills and experience. These teams can easily be disbanded as soon as project outcomes are met.
For HiBob, we immediately created a team of branding specialists, copy and content writers, graphics designers, and an account manager to oversee it all.
Uncovering What Makes Bobbers Unique
HiBob’s culture, like that of many established brands, is a product of its people. It’s developed through interactions at all levels. We began to understand HiBob’s culture by engaging with teams from across the globe. Through guided roundtable discussions we explored team dynamics, interpersonal communication styles, policies, and more, and were able to quickly understand what makes HiBob a great place to work.
‘Be You’ is Born
As the workforce transforms, introducing younger job seekers from different backgrounds, culture in many organizations has been challenged. Today, a typical staff complement is diverse. They include boomers, millennials, and GenZs. And while critical, concepts like diversity, equality, and inclusion are, unfortunately, only buzzwords in many settings.
What makes HiBob different is that its people are diverse and they practice these and other important qualities that make being a part of HiBob such a rewarding experience. We zeroed-in on these qualities, developing a concept that promotes the stuff that makes everyone unique.
The product was the ‘Be You’ concept. It became the foundation and fuel for all EVP content and includes well-thought-out taglines paired with images that communicate how diverse and inclusive HiBob is. We presented ‘Be You’ to HiBob’s stakeholders, and they instantly fell in love with it.
“Getting to know our champion Bobbers all over the world, understanding what is really important to them, getting to know the culture of the bobber, and what characterizes it….they and only they built our concept of ‘Be You’. If you really feel that when you come to work, you can be the most you in the world…no masks, no hiding, you’ve probably come to the right place,” says Cohav Nir, people and culture director at HiBob.
Aligning HiBob’s EVP and Values
Communicating values a brand exudes isn’t always easy. Most businesses are not able to place a finger on the specific elements that translate into experiences which define what make them stand out in a crowded market.
As a startup in a highly competitive market, we found that HiBob didn’t struggle with this problem. Through roundtable discussions, Inspired Marketing and HiBob identified six core values that not only aligned with the brand, but also with the heart of its people and the position HiBob occupies as a fast-growing company.
We helped HiBob articulate each value, connecting them to intrinsic human needs, making them feel more personal and inspiring a sense of ownership for Bobbers and potential Bobbers.