HeyJobs is a startup in the recruiting sector. After 4 years of rapid growth, they wanted to update their logo and other brand assets. eobiont was brought on to help.
HeyJobs dramatically improves company recruiting success through a combination of machine learning, marketing automation and their own secret matching algorithm. They got started in 2016 with 4 people. By 2019 they already had over 100 employees and a long list of international enterprises as their clients. It was time for a rebranding. After a review of many agencies, eobiont was chosen for the project.
How could we make their “hey” different from all of the other “heys”?
There were several major challenges to the HeyJobs rebranding project. Their name has all of the qualities of a great brand name. It’s snappy, easy to say, memorable and fits well to their culture and positioning. However they are not the only “hey” in town. Lots of companies are called “hey something.” How could we make their “hey” different from all of the other “heys”?
The second issue was that the job recruiting market is very crowded with lots of players. We needed to find a way to make HeyJobs visually distinctive. Finally, the majority of user interaction with the brand happened on small social media ads. As a consequence, their entire space to create brand awareness was limited to the miniature profile picture that identifies the ad, a space less than one square centimetre.
By combining the adjoining y and j, we were able to create our unique “hey.” This unique character could then be used as a standalone brand identifier on social media ads, as favicon and app icon. We added an unusual and bold colour scheme to increase their visibility in the job recruiting industry.
For a typeface we selected the new IBM Plex Sans. This very contemporary typeface design combines humanistic curves with machine bevels. It thus perfectly captures the fusion of data crunching and persona human service which is at the heart of the HeyJobs brand.
For a key visual, we developed Jobs, the dog. Just like HeyJobs, he is there when you need him and, like any good hunting dog, will faithfully help you track down what you are looking for, whether it’s a new job or a new employee. He therefore stands as a metaphor for what HeyJobs does and brings an additional level of brand memorability and sympathy.
As a tech company, infographics and presentations play an important communication role for HeyJobs. We expanded on the basic brand identity assets to build out a set of unique icons to allow them to further stand out and bring added impact in their interactions with both employers and job seekers.
The new HeyJobs brand identity has helped the company to increase brand visibility and trust while supporting its market position as a bold thought leader. It expresses youthful vigor, tech expertise and a people-focused vision.