Resco.netEmployer branding

Over the course of several years, the company has grown to three times its original size, creating a significant need to deliberately focus on building and maintaining corporate culture and improving its employer brand image in the job market.

Understanding the Brand’s Goals and People’s Needs

We began our collaboration by identifying the goals of Employer Branding from the perspective of the company’s stakeholders. After conducting individual interviews with Top and Middle management, we obtained a comprehensive picture of the vision, objectives, and challenges that the Resco brand will face in the coming years. However, a truly relevant solution could only be developed based on insights from the employees themselves. They are, after all, an essential part of the brand and the everyday creators of its internal culture.

For the project, we, together with a working group, identified and formed a total of four focus groups, with which we further worked based on pre-defined criteria. In the research phase, we listened to almost half of the company’s employees. The outputs from the interviews were then processed and used as a basis for proposing the EVP and establishing the brand’s fundamental attributes.

Positioning and Defining the EVP

Resco differentiates itself from its competitors in the labor market through several attributes. According to the focus group interviews, the strongest attribute is the high level of autonomy and the ability of each employee to significantly contribute to the company’s direction. The idea of empowerment—the ability to truly influence company operations and be the driving force for change—therefore became the key platform for creating the EVP: Become the moving part of tech family (Staň sa hybnou súčasťou technológií).

Values Supporting the Brand’s Mission

The proposed EVP builds on the strategic definition of the brand’s vision, mission, purpose, and positioning. It has a strong activation potential and directly reflects Resco’s most prominent cultural element—continuous progress through the individual contribution of every team member. We further supported the EVP as the brand’s value anchor with the fundamental pillars and values of the brand.

New Visual Identity and Communication Concept

After proposing, testing, and refining the EVP, we began developing the visual and communication concept in collaboration with a validating focus group. This concept is closely linked to the defined EVP and expresses the individual’s ability to change and propel the brand forward. A simple visual analogy became the so-called Rube Goldberg Machine—commonly known as the “domino effect.” The visual, in its simplicity, conveys the idea that a single weak impulse can set very complex mechanisms in motion and initiate change.

The simplistic execution using basic geometric shapes aligns with one of the brand’s key values—simplicity—and illustrates what a single passionate individual can achieve when determined to improve technologies at a global level.

Positive Color Palette and Unified Typography

Since Resco did not have a comprehensive logo and design manual with a defined color palette for its employer branding activities at the time, we created a temporary manual to maintain visual consistency. The primary colors became the long-established dark blue combined with a positive yellow-orange.

The basic typographic style for the brand and employer branding activities is unified by the Myriad Pro font family in all its weights. Their combination provided the necessary design versatility and allowed us to work skillfully with often extensive text, such as employee quotes.

Attractive Career Subpage

The visual identity developed for the employer branding activities was carried over from the office interiors and social media branding to the career subpage on the Profesia website. Attractive employee photographs, authentic quotes, and a wealth of useful content in the form of values, benefits, and job vacancies were unified with the overall brand communication, delivering a consistent experience to potential candidates across all communication channels.