This week is a special one for us—we're launching our new brand! You might’ve already noticed the new brand elements, but we assure you, it is more than the visuals you see.
The journey to our new brand has been challenging in a good way, making us look deeper into ourselves as a team, as a company, discovering what is truly important to our customers and us, and learning more about the needs and desires of our customers. We listened to our customers and our community for direction, and together crafted our new brand.
In this blog post, we want to tell you our story, share our new brand, and explain why we decided to rebrand ourselves and what’s coming next.
First, a little bit of a backstory: how did Recright become what it is?
It all started in 2011 when our founders teamed up with HR and user experience experts to create a video interviewing software that would make the most tiring and consuming part of the hiring process—job interviews—more efficient and fun for everyone.
Initially, we were called MobileCV, and later we became known in Finland as Recruitby.net. In 2017, as we grew internationally, we rebranded ourselves to the turquoise RecRight that many of you recognize us by today.
One thing that remained unchanged since day one: we put providing the best experience to candidates and hiring teams and empowering them to make the right decisions at the center of everything we do.
Why and how we decided to rebrand
Over the years, we learned a lot from working together with our customers. And as we grew and evolved, as our knowledge expanded and experience enriched, our desire to lead the way forward together, with our customers and stakeholders, to better recruitment grew stronger.
We knew we were driven by something bigger than ourselves. We just needed to define what it is. Once we did, we realized that our now former brand didn’t convey our mission or our story as well as we wished. That’s when we knew that we needed to dig deeper into ourselves and bring the authentic Recright to the world.
Creating the new Recright
The ‘Why’. Our mission
Every organization on the planet knows WHAT they do. These are products they sell or the services they offer. Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition. Very few organizations know WHY they do what they do. WHY is not about making money. That’s the result. It’s a purpose, cause of belief. It’s the very reason your organization exists.
—Simon Sinek, The Golden Circle
We, Recriders, felt very strongly that we have a compelling purpose but lacked a unified definition of it. We wanted to define the very reason why we exist, why we get out of our beds every morning—our mission—to be our guiding light.
We embarked on a journey of self-discovery, reflected on the experiences of our customers and other stakeholders, and explored the present and the future we want to shape and be part of. We didn't aim to invent something new; our goal was to re-discover what has always been there and put it into the right words.
After all this work, we finally crafted our mission statement:
Our mission is to bring freedom to recruitment. We aim to do so by removing barriers and providing the right resources and tools to help people connect, find their dream jobs and colleagues, and, ultimately, grow.
Walking the talk
No two hiring teams or two candidates are the same, everyone has challenges and needs unique to them, their background, and their situation. We want to be inclusive of our differences, and support all individuals in recruiting to enjoy true freedom. That means putting our users and their experience at the center of how we run our business, listening to the feedback we get and getting inspired from the stories we hear.
We want to build a world where candidates and companies are empowered to reach their full potential, regardless of their resources, location, or other constraints.
Our brand values
Once we’ve defined our mission, we knew we needed to create a brand that would support it. The first step in our rebranding was defining the principles that guide our actions, our story, and our behavior—our core brand values.
Much like with our mission statement, we didn’t create new company core values. The values already existed in us and manifested themselves in our everyday work. Our job was to discover those values and define them properly.
Here are our core values that drive our mission and our brand:
We’re the neighbor next door, it’s easy to hang out with us and use our tools. We hold pride in having the best service to our customers, sharing our knowledge, and listening and learning from others.
We do what we love and are connected to something greater than our product. We inspire companies and people to do their best work, and have fun while doing it.
We are reliable and competent. We always strive to be successful, and we work proactively with the latest research and techniques.
How do we look?
We had to make sure we're consistent and telling the same story also visually and by tone of voice, that's why and how the visual aspect of our new brand came to life - together with the wonderful Swedish agency Söderhavet.
Developing the visual elements of the new brand started from reflecting on the old one and finding the elements of it that represent us of today and tomorrow.
We quickly realized that the red recording dot in our logo is tied strongly with our service and our video interviewing software. We then took that red recording dot and explored the different ways for us to communicate our story through logo, typeface, shapes, and colors.
Here's what we created:
The colors we chose, the simple shapes with rounded edges, the bold typeface, and everything in between—our brand represents our values and who we are: friendly and personal, fun and curious, reliable, experienced, and competent.
We embrace the diverse personalities that we see around us: our customers, candidates, partners, and people in our team. We’re forward-leaning and always on the lookout for new possibilities, trends, and friends. We lean on facts and the expertise we’ve cultivated over the years, but we are always eager to learn something new.
That’s who we are inside out, and that’s what we want to tell the world too.
Our work with the brand doesn’t end here. The next step is to implement and incorporate our brand into every aspect of our work.
We hope that through our work and dedication, you’ll be able not only see our brand visually but also feel it through our words and actions—from the way we talk and develop our product, to how we react to trends and challenges and partner with others to make a bigger impact in this world.
During the rebranding project, we realized ‘creating’ the ‘new’ Recright was less about ‘creating’ and ‘new,’ and more about ‘finding’ the ‘true.’
We knew that we had everything already in us. We only needed to discover the authentic us and find a way to highlight it to both you and us, the internal team.
Moving forward, as the world evolves, and so do we, we’ll remain authentic to who we are at heart while adapting ourselves to the changes.
Thank you so much for sharing this journey with us, and we look forward to continuing on this path with you. We hope you like our new brand, and please let us know what you think about it! We would love to hear from you. At the end of the day, your feelings and perception of our new brand determines our brand's success.