JACkLING/Bowers Social Media post images
Secondment agency JACkLING Engineering is all about people. Technical people. Social Media is used to recruit these people. Particularly LinkedIn and Facebook. As a Freelance UX/UI Designer I was asked to think about the visual design of the Social Media posts. But that went in a roundabout way.
Posting of vacancies on Linkedin and Facebook
Specialists within electrical engineering, machine construction, metal or installation technology are in demand. Good staff is hard to find. JACkLING Engineering is specialised in finding the right people for technical positions. For a permanent job, or a long-term project. At many different technical companies. Sister company Bowers mainly focuses on construction personnel. New staff is also sought online. And found. Much also through social media. The technical vacancies are, in addition to the own website, also posted on LinkedIn and Facebook.
Visually stronger
At the beginning of April 2020, JACkLING Engineering placed a different kind of call. On Young Creators. Young Creators is a marketplace and community for 'young' entrepreneurs and makers. JACkLING was looking for someone who could make their brand(s) 'visually stronger'.
I responded to the call. A short conversation followed. In this I shared my vision of the brand. I also supplied a Mr. UpsideSite Scan. In which I research points for improvement in online communication. That went well. A trial assignment was agreed. They also liked it, after which a collaboration was started.
Challenge: missing foundation under corporate identity
Specifications vs benefits
The executed Mr. Upside Site Scan quickly uncovered challenges.
The assignment was to make the JACkLING brand 'visually stronger'. This is only possible if the basis, the foundation (the brand) is well defined. JACkLING and Bowers have never considered a brand strategy before. As a result, a clear positioning is now missing. Their online communication mainly revolves around the specifications of the services. Not for the benefits for potential staff. The well-known specifications vs benefits. And there is hardly any receiver-oriented communication.
In addition, there was no substantiation of design choices in the house style document.
Four creative concepts
First of all, the current house style was examined and assessed for usability. This was previously developed by bureau Bourne. After that, four creative concepts were devised. Each concept left the existing house style untouched as much as possible. The new graphic elements complemented. No existing elements in the house style were replaced.
Concept 1 – Arrow Shape
In this concept, the bar with coloured rectangles was transformed into an arrow shape. An arrow is purposeful and active. So is looking for the right job. Just like finding the right person. And placing the right candidate in the right place. The transformation created a more unique, modular corporate identity element. With a conceptual foundation.
Concept 2 – Icons
In Concept 2, the JACkLING bar with colored rectangles was retained. And icons were added. The inspiration came from the various symbols on technical devices and in the technical industry. For example electrical icons. Minimalist enough, icons communicate messages in a pure, hard way. Also, a good icon communicates only one message. Clear. Bright. And therefore suitable for a technical secondment such as JACkLING or Bowers.
Concept 3 – Unique element from the logo
The most unique element of the JACkLING letter logo is the italic 'k'. By isolating it from the letter logo and using it as a separate form, a connection is made between the letter logo and the rest of the house style. Because the 'k' is angled, the angled lines can help make the design more dynamic and active.
Concept 4 – Triangles
Speaking of slanted lines. JACkLING connects two target groups with its technical secondment. Companies looking for employees. And staff looking for a job. This connection translates into two three-coloured triangles in Concept 4. They touch each other in the middle. There it says JACKLING. The triangle can also be used in other places. Instead of the somewhat dated bar with colored rectangles. the JACkLING logo deserves more space. There is dynamism in the recognizable shape that is the triangle. It is also a nice visual metaphor for the career of job seekers. Or the increasingly better result of companies that receive personnel.
Out of scope
However, almost all proposed solutions turned out to be 'too far from the current house style'. Or out of scope for this project. A visual 'addition' of corporate identity expressions fell within scope. And especially the corporate identity expressions on Social Media level. They were not yet provided with a recognisable brand style.
Result: Graphical 'focus angles' focus people's attention
Layout Social Media content post image
Several discussions and several proposals followed to determine what the creative latitude was. The result is a custom layout of a Social Media content post image. A template actually. Based on the core of JACkLING and Bowers; people.
The human aspect
People are central to the creative concept of this Social post template. JACkLING and Bowers emphasise in all their communications that their services revolve around people. It is 'people business'. I used that idea as the basis for the design. Real people had to come into the picture. Real people and not stock images help to connect with the reader. It makes JACkLING authentic. And underlines the human aspect of the service.
Search and find staff
In addition, we use the existing angular design language. The coloured rectangles, from the bar with the logo, now return as white corner pieces. And form a 'search frame'. Like in a camera. This frame is a conceptual reference to 'search and find' of personnel. But above all places the staff at a central place in the communication.
Technical appearance
The frame also gives a technical appearance due to the corners. Straight, clear, reliable and firm. Like a cornerstone. The text is deliberately placed within the visual frame. This draws attention to what JACkLING is looking for. In picture. And in text.
Addition, no change
The search frame is an addition to the existing house style. Do not change this. The frame is easy to install. So simple that it can also be used outside the context of vacancies. A good addition to the entire corporate identity.
The result is a practical, efficient and inexpensive solution.
For JACkLING and Bowers, because they only provide a job title and a good photo of their own staff when a vacancy is posted on Social Media. But also for me, as a Freelance Designer. Because the template is well designed, the time for creating the Social content image is kept to a minimum.
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