Challenge
Make the largest and highly rational job-search brand feel closer and more human without weakening its expertise.
hh.ru – Employer-speak Translator
Making a rational job-search leader feel more human and approachable without losing its expertise.
My role
I helped identify the human tension and formulate the strategic idea and creative brief.
Strategic solution
Interviews are stressful enough, while employers often speak in opaque corporate language. hh.ru becomes a translator between the two sides, helping employers and candidates find common ground.
Outcome
More than 15 million views, increased spontaneous awareness and industry awards, including a G8 Silver.
What I delivered
- 01Brand challenge analysis
- 02Identifying the consumer tension
- 03Insight and communications strategy
- 04Creative brief
- 05Strategic guidance for development
Explore