Spherion
Story driven rebrand
Spherion is a staffing and recruiting company that operates within the broader staffing and human resources industry. They help businesses find and hire talent, while also assisting job seekers in finding employment opportunities. Because of its franchise model, Spherion has a strong local presence and understanding of individual markets, which they consider to be their superpower.
Softway's approach prioritized a people-first focus by amplifying the voices and stories of Spherion's franchise owners and the candidates they serve. This involved filming testimonials from franchise owners across various locations, showcasing their impact on local communities.
Additionally, Softway co-developed social media campaigns to connect with potential franchisees and candidates. This approach effectively combined a national brand message with hyperlocal content, capturing the essence of Spherion's "local is our superpower" philosophy.
Our approach
01
Establish a Cohesive Brand Identity: This involved refreshing Spherion's brand identity to better align with a compelling manifesto video that highlights Spherion's key differentiators, such as their local expertise, personalized service, and the commitment of their franchise owners.
02
Showcasing Spherion's UVP: The video effectively conveys why Spherion is the ideal staffing solution for both job seekers and employers, showcasing their ability to address the common frustrations of traditional staffing methods and provide a better experience.
03
Amplifying Spherion's Story: We focused on capturing and sharing the stories of Spherion's franchise owners, candidates, and the positive impact they have on their communities through video testimonials and case studies.
04
Localized Content and Targeted Campaigns: This involved developing targeted social media campaigns, creating localized versions of the manifesto video for specific city markets, and running local commercials to connect with potential candidates and franchisees in those areas.
Growing businesses and communities through local connections.
Video Centerpiece
Spherion manifesto
This centerpiece video for Spherion's 2022 website embodies their "local is our superpower" message.
Meticulously crafted messaging and visuals, including a dynamic 3D Spherion ribbon, create a captivating experience. The seamless blend of filmed footage and stock footage adds a personal touch, showcasing the genuine impact Spherion has on individuals and communities.
30 Second Commercials
Spherion local
To further amplify the "local is our superpower" message, Softway created over 50 unique 30-second videos tailored to specific Spherion markets.
Each video incorporated localized visuals, including flyovers of the respective cities and end card “call to action”, to resonate with local audiences. Additionally, radio spots were aired in markets where franchisees preferred this medium. This initiative successfully extended the campaign's reach and reinforced Spherion's commitment to local communities.
Social Content
Spherion Franchise Development
This targeted social media campaign focused on attracting potential franchisees by showcasing the unique benefits of joining the Spherion network. Videos highlighted key aspects of franchise ownership, including earning potential, camaraderie and real stories from existing franchisees, comprehensive support from Spherion, the positive impact on local communities, and the potential for family legacy.
Social Content
Amplifying Real Stories
Building on the authentic stories captured during the Texas tour, Softway created a social media campaign targeting potential clients, candidates, and recruiters. This campaign featured real content from Spherion offices and client testimonials, showcasing the positive impact of Spherion's services on individuals and businesses. By leveraging these genuine stories, Spherion aimed to grow its business on social channels and through Google Ads.
Video Campaign
Spherion Case Studies
The Texas tour provided a wealth of testimonials from diverse clients, representing industries ranging from light industrial to office work.
These testimonials were crafted into compelling case studies, demonstrating how Spherion helps local businesses thrive. The case studies highlight why businesses rely on Spherion and the positive impact they've witnessed in their communities. Each case study features interviews with both clients and Spherion recruiters, providing a comprehensive view of Spherion's impact. The videos incorporate high-quality visuals, including in-house filmed B-roll and music, to create an engaging and informative experience.
The results
01
Enhanced Brand Perception: The rebranding and manifesto video successfully repositioned Spherion as a people-first staffing solution with deep local roots, leading to a more positive and differentiated brand perception among job seekers and employers.
02
Increased Franchisee Interest: The compelling stories and testimonials captured in the videos and social media campaigns resonated with potential franchisees, generating greater interest in joining the Spherion network.
03
Stronger Candidate Connections: By showcasing the personal side of staffing and highlighting the impact on individuals and communities, Spherion was able to forge stronger connections with candidates and attract top talent.
04
Improved Client Relationships: The focus on local expertise and personalized service helped Spherion build deeper, more trusting relationships with clients, leading to increased satisfaction and loyalty.
Key insights & takeaways
Ground-up Storytelling
Softway prioritized amplifying the voices of individuals positively affected by Spherion's work. Testimonials from candidates, franchise owners, and community members showcased the real-world impact of Spherion's services. This ground-up approach created compelling content that resonated with target audiences and strengthened the brand's message. Impactful storytelling combined with strategic branding and messaging established a powerful and authentic brand identity for Spherion.
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