VANNA
INDUSTRY: Recruitment
WHO: vanna.com
WHAT: TOV
HOW LONG: 1 day workshop
HOW MUCH: Low budget.
PROBLEM SOLVED: Vanna needed to maintain a consistent TOV while being able to speak to both very formal employers and millennial job seekers.
USP: Your window into your next career move
Vanna is a .com company based in Hong Kong. They run an online platform to help companies attract the best candidates. They do so through visual engagement and brand enhancement on one side (business clients) and by running a jobs section & sharing industry knowledge on the other side (customers).
Vanna fills the gap between a having a peek at your next career move and have a full vision of what it will look like.
For their corporate clients Vanna is an unorthodox yet safe way to step away from the usual recruitment channels and set the company away from its competitors by promoting the internal culture and capturing the best resources.
Corporate clients are established business, at times trading in quite traditional industries, they want to appeal to a younger and less orthodox audience but they don't want to lose their traditional and trustworthy look in the process.
On the other hand job seekers want to be excited about their next career move.
While the Vanna's brand purpose is singular and consistent the tone of voice and messaging needed to be flexible and chameleonic. It was important for Vanna to define their brand in a very rational way so that that the morphing messaging was not perceived as a confused voice.
