Following a series of acquisitions, this job board provider found itself owning a portfolio of unrelated B2B brands and a master brand that no longer represented its current reality.
Recognizing that its consumer job-board business was in decline, CareerBuilder spent several years acquiring B2B HR software providers such as Broadbean (job distribution), Workterra (cloud-based benefits), Aurico (background screening), and several others. The company kept the identities of all of the acquired brands in place, and at the same time introduced a new sub-brand (Talentstream) to represent its applicant tracking system.
The management team agreed that it was time to re-evaluate this “house of brands” approach with an eye towards creating a simpler, more efficient brand architecture.
Using a highly collaborative “sprint” process, VDLA led management workshops to review best practices, model future-state brand architecture options, and outline brand transition strategies. We created a new positioning and evaluated the pros and cons of several brand architecture strategies, along with the operational implications of each.
CareerBuilder is now implementing our recommendations, which will help them pursue bigger deals, reduce complexity, and establish a leadership position in the emerging HCM solutions market.
What we did: brand positioning, brand architecture