A new recruiting software company dedicated to building dream teams
Date: March 2021-present
Company: Clovers is a seed-stage B2B recruiting technology created with the idea that we could help every company build more talented and diverse (dream) teams and give every person the hiring experience they deserve. We use conversational AI to analyze recorded and transcribed calls so hiring managers, recruiters, and HR teams can have a deeper human connection through better interview conversations.
Role: As a founding member of the executive team at Clovers, my role focuses on enabling product-market-fit. I built our brand from scratch building based on customer research which drives our GTM ideal customer profile. I build brand touchpoints across the funnel that create demand and foster loyalty, and advocates. Read more about my role in my resume.
Type: Brand strategy, Brand identity, Creative campaigns, Web design, Product marketing, Demand marketing, all things marketing
Created with the idea that we could help every company build more talented and diverse (dream) teams and give every person the hiring experience they deserve.
The brief: In 2020, there was incredible disruption in the world; the global pandemic, the focus on equality and human rights, the great resignation, and the move to remote work (to name a significant few). Our investors put some cash into a new software company that uses the latest AI to analyze interview conversations to help hiring teams reduce unconscious bias in the hiring process and create diverse teams that thrive and are a business competitive advantage.
The solution: Create a brand new company by first building the dream team you aspire for others to have. Create company values and an employer brand experience that attracts these employees. Build a purpose-built corporate brand anchored in emotion and tied to the world's needs today. Build a software experience with our customers and users with an empathetic eye to drive product-market fit and loyalty. Passionately partner with the executive team to do what needs to be done on our way to series A with a finite amount of cash in hand.
“The Clovers brand has people at its heart. It embodies dynamic, human-made marks representing personal expression and potential, with the clovers leaf suggesting change and continuous loops of growth, echoing the workplace journey of both the candidates and businesses who sign up for its services.”
— CEO and Founder, Doug Leonard
Creating the Clovers brand
To lay the foundation for the new brand and bring it to life in the world, I focused on these 4 key steps:
Brand strategy: Every brand needs to discover what it truly stands for. And it has to state why it does exist at all.
Brand expression: Every brand needs to express its character in an appealing way across all points of interaction.
Creative strategy: Every brand needs constantly to reinvigorate itself by offering relevant content and inspiring stories.
Experience strategy: Every brand needs to be experienced. Ideally, it interacts proactively with people.
WHO & WHY - It’s about meaning.
Who is the brand? And why does it exist at all?
Everything starts with purpose. A north star, a vision to achieve and believe that has a deeper, more human meaning to help connect the world to your business.
HOW - It’s about attitude.
How does the brand look, feel, sound, smell, taste?
Marketing style guide found here.
WHAT - It’s about narration.
What does the brand narrate? What’s the story it shares with people?
