Cyclad is an international recruitment agency providing outsourcing, and IT services in Europe, Africa, and Asia. What did I say when they asked me to conduct the company's rebranding process? - I'm on it!
Redesigning Cyclad's online presence was only a tip of the iceberg as my role was to successfully finish rebranding process which had started a few months before on a global scale. However, creating multilanguage and responsive website became essential in order to achieve company goals.
Tasks I was involved in include: creating user experience from the scratch, working on information architecture, contents and website navigation, copywriting, and even translation. Additionally, I was responsible for co-creating online and print marketing materials, global communication flow, running internal trainings for new and current employees, and a variety of other tasks and projects.
For example, I created information architecture of Cyclad banners and conducted workshops for Cyclad recruiters on how to create similar promotional materials.
The old Cyclad website was a standard corporate site based on Joomla. It didn't have any target audience, or even an objective to follow. We also had its (separate) mobile version which was being maintained by developers in Morocco.
First step was to focus on users who actually use our site. 2 groups of users were identified: job applicants (Cyclad is a recruitment agency) and high-level corporate managers interested in Cyclad services.
Google Analytics and surveys run with potential users enabled us to decide that new elements have to be added on the homepage: short company description, highlighted contact data and job offer search, chat widget, and social media icons. Further changes included more intuitive navigation, news section, user-friendly forms, and information useful for job candidates.
Rebranding process resulted in a bounce rate decrease, increase of Cyclad's social media audience and lead volume, and finally stronger position of the company among other recruitment agencies.
