IMPACT

Chandler Macleod is the second largest firm in Australia/APAC, assessing, supplying and managing future talent for businesses since 1959, providing today’s career opportunities from planning, measuring and managing the workforces of tomorrow.

Chandler Macleod has expertise across various industries, including: banking and financial services; construction and civil; government; manufacturing and supply chain; and mining and resources.

OVERVIEW

Chandler Macleod wanted to gain a better understanding of their brand equity and B2B customer experience across the talent acquisition industry, plus exploring the elements required for their brand refresh.

THINK took a 360º degree view of the current brand position by talking with the B2B customers, non-customers, and the employees & stakeholders of Chandler Macleod.

THINK used customer journey mapping to shed light on key elements of Chandler Macleod’s brand, while also revealing the opportunities to improve the process and relationships, and the desire needs even after filling a vacancy.

THINK then ran a larger scale survey, THINK quantified Chandler Macleod’s brand positioning in the industry, measuring awareness, consideration, and uptake; exploring Chandler Macleod’s key areas of differentiation against their competitors; and testing what values they best represent.

In addition, by exploring key elements of the brand identity including their logo, colours, the tagline, and diversity program, THINK created the brand guidelines to ensure the brand refresh told a story of a company that resonated with their people.

From this approach of customer journey mapping and measuring current brand equity, we informed where Chandler Macleod needed to play in the talent acquisition industry, what their opportunities were going forward.

METHODOLOGY

Journey Mapping; In-Depth Interviews; Quantitative Analysis; Brand Equity; Brand Values; Brand Identity; Strategic Recommendations; Brand Refresh; Brand Pillars.

FOR THOSE THAT LIKE THE DETAILS

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