Yesa Sales – Branding
Creating an enterprise-grade recruitment brand around a direct sales company.
Yesa came to us at a critical inflection point. Their account base was growing rapidly, but they were challenged to recruit strong talent at scale. Their brand and candidate experience did not match the fidelity of their enterprise clients, making it harder for those clients to trust them as a tier-one partner.
Bilingual candidate experience aimed at Gen Z entry level workforce prospects in ON, QC and US.
Brand Services Applied
01
Brand Architecture
02
Market Research
03
Key Messaging
04
Videography
05
Brand Positioning
06
Digital Strategy
07
Brand Strategy
08
Copywriting
09
Graphic Identity
10
Website Design
11
Fractional CMO
12
Persona & Voice
Becoming an enterprise brand.
Additionally, the door-to-door sales sector is perceived as populated by untrustworthy individuals. YESA needed to separate itself from that perception, signal absolute professionalism, and build an employer brand that enterprises, investors, and banks were proud to partner with.
The brand’s job was two-fold. Firstly, to create a culture that mapped to what young job seekers were looking for. Secondly, to develop credibility among enterprise clients. Welcome to the Growth Agency.
We began by cleaning up the brand architecture, clarifying how each entity related to one another, and defining a brand ecosystem that led to the creation of a new parent company.
We then conducted research among job seekers to understand their motivations and barriers. From that insight, we developed a central brand idea, positioning Yesa as a Growth Agency, a paid learning environment similar to a trade school for sales.
Finally, we created a new graphic identity and a digital recruitment platform that delivers a high-fidelity candidate experience and now powers prospect conversion and expansion into the United States.
340%
Over three times the applicants per position
200%
Contract size has doubled since the rebrand
Frank Strategy fundamentally changed how we position ourselves and how we go to market. Our brand now matches the calibre of our clients, and we are treated as true strategic partners. It has been a step change in the trajectory of our business.
Corrie George – Founder and Principle
The work triggered a meaningful culture shift inside YESA, one that has been embraced by leadership, staff, and candidates. Recruitment metrics have improved across all dimensions, from attraction and conversion through to retention and cost of hire.
Externally, the strengthened brand and candidate experience helped Yesa secure a multi-year renewal and expansion of a major enterprise contract, with projected headcount set to double over the coming years.
Simultaneously, national tier one clients are now approaching Yesa with new opportunities, recognizing them as a credible, professional and category-leading growth partner – rather than just another door-to-door sales outfit.
33%
Reduction in the cost of hire
240%
Conversion rate improvement