Aldrich & Co: new words for the website that better communicate the brand
Aldrich & Co is London’s top recruitment agency for the financial services industry. They were revamping their website and needed new words to go with the site’s refreshed look and feel.
The revised language needed to better reflect what was special about the Aldrich team and their way of working.
We started as we start all our projects — by getting to know Aldrich inside out. That meant in-depth interviews with members of the team to dig into what sets them apart from others in the highly competitive recruitment industry.
We supplemented these interviews with online research into candidates’ perceptions of Aldrich. This research confirmed what the team had already told us: they care more than other agencies about finding the right fit between candidate and client.
We also helped Aldrich communicate their brand by:
The solution:
listen first, then write
Devising a social media strategy based on competitor benchmarking
Proposing topics, templates and approaches for blogs, Instagram posts etc
Developing writing guidelines to help everyone on the team nail a consistent tone of voice in their daily comms with candidates and clients
Coaching and training junior members of the team on using the guidelines
Creating templates to bring consistency and greater reader-empathy to the language of job adverts
The outcome:
warm, human words that won over clients
Incorporating candidates’ voices into our research had given us a sense of the warmth and positivity they felt toward Aldrich.
It’s our philosophy that the most effective words are those your audience already uses. So, naturally, the new language for the website was similarly warm, human and positive.
It was clear clients noticed the difference in tone, with Aldrich sharing feedback like this: