Dawson Careers

on Apr 30
in

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CHALLENGE:

As the longest running staffing agency in central Ohio, Dawson Resources was not fully leveraging their most valuable asset – legacy. There were holding back countless equities that deserved a voice in the marketplace; a differentiated voice that could truly grow the company’s top line placements and gross annual billings, while entrenching them with key vendors. More than just a “staffing firm,” they had a deep, powerful legacy to be embraced, proclaimed and exploited.

SOLUTION:

  1. The brand was quickly positioned as central Ohio’s original and leading search, recruiting, staffing, and career employment agency – a brand rich with history, dedicated to matching great people with great opportunities.
  2. Using a monochromatic color palette and tessellation, a bold new logo was designed to convey the convergence between old and new, and between community, clients and candidates.
  3. Additionally, a crusade tagline was created, “The Power of People,“along with a new Cultural Adaptive Tool, which married candidate wants with company needs through digital mapping.
  4. Finally, a bus was wrapped in the new logo and crowned the Career Coach, a Dawson Mobile Recruiting Center, which tours the state today on boarding new job placement candidates.

MEASURED SUCCESS:

Circone + Associates re-launched and differentiated the Dawson brand as a market leader stating, “Dawson has placed over 100,000 candidates during their 65 year history, creating an economic impact of 1 billion dollars in central Ohio.” Also, the implementation of the Dawson Cultural DNA tool revolutionized the “job placement” commodity, which:

  1. Differentiated the Dawson offering as more than an “application house” for employees; and “fulfillment house” for employers.
  2. Positioned Dawson as a human resource innovator, and market leader in cultural adaptability for those they serve.
  3. Won and retained deeper relationships with key employer brands seeking and valuing cultural alignment in the workplace.

 

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