Circa was in need of a major reposition of its newly acquired brand, DiversityJobs. They wanted to build a site that united DEI-focused employers with diverse candidates. A place where diverse job seekers could explore careers, find employment advice and camaraderie.
Strategically speaking, Circa saw a major opportunity to consolidate hundreds of its niche job sub-brands under one umbrella. Apart from brand consolidation, the Circa was prepared to make significant improvements to the DiversityJobs property so that interested job seekers were not only introduced to the brand in a more meaningful way, but also employers seeking to hire a diverse workforce would get a sampling for Circa’s other powerful products.
Working in tandem with the Usman Group, this collaboration resulted in qualitative and quantitive interviews with key stakeholders in order to derive real user needs. With a crisp understanding of what was most important to its users, this team was able to collectively shape a brand (and user) experience that was highly unique to the employment marketplace.
Since launch, the business overall is experiencing huge lifts due to employer demand, and is continuing to outpace forecasts as a result of this redesign.