Modern business is in dire need of an HR brand. The shortage of qualified personnel generates intense competition. A recognizable and thoroughly developed employer brand becomes a decisive factor in attracting and retaining talented people.

An HR brand is necessary even for a company that has been a leader in the recruiting niche for many years. For example, if it is an ambitious and energetic business that plays on the same field with the leading representatives of the IT industry. This is hh.ru: the service’s team is developing an extensive pool of digital products for career management and regularly invents new technological solutions. The company turned to Voskhod for expert HR brand development.

The core of hh.ru’s target audience as an employer is professionals in the product sector: developers and product managers. Through in-depth interviews with key staff, we identified the main characteristics of the target audience and studied the self-determination of the hh.ru team (EVP and an inside view of the brand). We analyzed the positioning of competitors’ HR-brands, studied labor market trends and practices of global IT-businesses. Based on research, an HR-brand platform was created.

The HR-brand essence was defined as “Keep Charged”.
The IT company creates an environment that supports the passion of its employees and helps them keep interest in their work. Voskhod’s designers took as a basis the design style of batteries and chargers. The theme of energy and “charging” can be traced in the brand line, corporate patterns and icons of the company’s activities. Another element is a dynamic frame in the shape of the letter h, which can be transformed and filled with content.