For SAAS HR software platform developer/provider HR Cloud, a spinoff of NEOGOV.com, the client needed a branding approach that made its sophisticated, app-based approach seem revolutionary and transformative for its target audience — every enterprise HR manager in America, basically.
- My solution? To position the brand and its products as offering the ability to help those clients “Engage, Empower, Enchant” workers, turning the workplace into a collaborative and fulfilling environment where HR Cloud’s social-based tools would drive greater loyalty and evangelism from the workforce.
- The platform and its associated apps would be presented in clear, non-technical terms, always stressing the stability and plug-and-play ease of implementation.
- The target audience for HR software, in this new, Cloud-based era, isn’t interested in the grubby technical details, except as to how they deliver clear-cut benefits. They’re after idiot-proof tools that help them stay in close contact with employees…and if those tools make each them a hero within their organizations, that’s a big bonus.