Communication-Driven, Integrated Hiring Experience

Communication-Driven, Integrated Hiring Experience

Brief history Crossover is a matchmaking platform which connects companies with the best talent around the world, and also provides a seamless end-to-end-solution for remote team management. Based in the USA, Crossover was founded in 2014 as part of the ESW Capital, the global leader in Enterprise Software. The Crossover mission has begun with building and developing a match-making platform between innovative software solutions and top-level international talent. Currently, over 3.000 partners contribute to the development of the IT&C solutions in communities in Romania, Poland, Turkey, Russia and around the world, adding more than 130 countries to “home”. Crossover is a US-based company, with headquarters and partners communities all around the world, including Romania. Our challenge was to consolidate the brand positioning of Crossover in Romania as a trustworthy and highly selective employer. Our collaboration has started with the development of a strategic communication and PR plan to support the company’s efforts into providing an integrated hiring experience. Our work
  • Omnichannel Communication Strategy
Our omnichannel communication strategies focus on delivering an integrated brand experience through all the communication channels. Hence, we put the brand values first, strategically using a PR & communication mix of tactics and channels. Crossover as an employing company has two strong points: high wages and remote work. The core message of the PR & communication campaigns encapsulated the two USPs, aiming to emphasize what differentiates Crossover from other competitors in the local industry. Remote work is still a new concept for our local job sector, thus it has addressed a challenge for us to not only manage the brand reputation but also to promote a new way of working. Thus, we have invested our communication efforts into Social Media & community management, blog articles, and monthly newsletters aimed at informing, educating and promoting remote work opportunities.
  • Website
It all comes down to one simple pillar for every digital campaign—the website. In order to reach effective results and awareness, we have created a website that would be the home of Crossover news and opportunities. Fresh and relevant information displayed as simple and as well-structured as possible was our top priority. For that, we have initially developed the website concept around 6 main pages:
  • The “what”: homepage
  • The “who”: about us
  • The “what we offer”: careers page
  • The “make the first step”: hiring events page
  • The “how”: blog
  • The “know more”: contact page.
After developing the main pages, we had to include other key-info in pages like Press, Community Events and Optional Services for the Crossover partners.
  • Social Media Marketing
Nowadays results are mostly measured in views and clicks. Facebook, Instagram, Youtube, LinkedIn, Twitter, you name it, we try to get the most results out of it. After crafting the www.crossover.world site, we managed to create a Social Media Marketing campaign, promoting specific roles in the company or upcoming hiring tournaments, which took place in Cluj-Napoca, Bucharest or online hiring events. We have defined the target audience, including the profile of a Crossover partner and giving details about the key members of the company and differentiated it with clear guidelines from its competition. The design created for each role had specific elements of the job and it followed Crossover’s brand manual. What is more, to bring more relevance to the idea of hiring events, we have
  • Community Management
Listening. Improvement. Engagement. Growth. These are the four most important aspects when implementing a good community management strategy. To continue our work of consolidating the Crossover brand as a trustworthy, selective hiring company, we have also invested in original, behind the scenes content to show the potential candidates that highly-paid jobs and the option to work from anywhere are the norms. We have used the most valuable materials we had: the Crossover partners. Thus, we have coordinated the video interviews with partners from Romania, following a very transparent approach while discussing diverse topics such as career ladder, learning curve and global hiring opportunities in remote teams. However, real change does not emerge without open dialogue. This is how we got to the idea of creating weekly online webinars called “Ask Me Anything”, where brand ambassadors and C-level executives could properly showcase Crossover and invite potential candidates to address their curiosities regarding a specific job, the company culture or future plans.
  • Events & Brand Activation
Considering that an event brand activation may be the first encounter with some future prospects, you have to make it as engaging and as pleasant as possible. We have organized several events and brand activations for Crossover at large size conferences and events in Romania, such as: Techsylvania, Voxxed Days, IT Days, Codiax, Bucharest Technology Week and more. In the following lines we’ll briefly introduce you to the biggest ones: Techsylvania 2018 After a short or even longer discussion (depending on the interest) about the company and its activity, we invited each of the participants to partake in our contest. All they had to do was to give us their basic contact information and then pick any envelope to earn their prize. All the lucky ones who passed by won: Amazon vouchers, Moleskine “Star Wars” agendas, Electric Castle festival passes, fresh drinks or a dinner with the Crossover speaker at Techsylvania, Robert Altinger. Electric Castle 2018 At Electric Castle, we knew we were addressing to a more joyful and music-passionate audience, so our activation was similar to the previous one but with a more interactive activity and prizes to suit the musical or festival tastes of our participants. We had a wall with balloons, organized under the form of the Electric Castle’s letters. Inside we have inserted various prize tickets: vinyls with festival artists, waterproof equipment, themed bags and a cool Kozmophone music player. Probably one of the most important milestones in the recent history of Crossover’s brand communication has been the conception of the video that reflects best its values.
https://youtu.be/Fw7w-fTnhkw