What is the primary goal of our initiative?
website should be able to convey that we are a result oriented quality search
firm able to execute the work of finding the best-fit candidates, within a
promised timeframe based on our reputation
of past performance
addition they should feel that this website is comparable with the best in
class and basis this get attracted to us
-The website should enhance our credentials
Who is our target audience(s)?
could be 2 set of people one clients and the other is the candidates .
Our targets are
1-External clients are all companies
listed or private, usually with a potential business volume of 500 crore and
above. And within these companies it would be The promoter entrepreneur or
otherwise the CEO/CHRO.
2- The candidates are 15 years experience
and above representing functional managers and above upto the CEO itself.
Why would the Target Audience visit our website? What
would they seek?
clients are all companies listed or private, usually with a potential business
volume of 500 crore and above. And within these companies it would be The
promoter entrepreneur or otherwise the CEO/CHRO/MD .
would largely visit the site because we would in our introduction mail tell
them to browse our website. Also it is on our visiting card and they may
occasionally do it out of curiosity.
candidates are 15 years experience and
above representing functional
managers and above upto the CEO itself.
visit it out of curiosity since it is on our visiting card.
What we feel is the general perception of our brand? Is
there anything in this regard that you would like to change or build on?
Firstly the general public is hardly aware of
us. We operate in obscurity and this is because there are more than 5000
operators. The companies we work for perceive us as a boutique company who are
good at their work and can compete with the best in the world. This is the
positive side. Also unlike the large global players we offer flexible and
attractive payment terms.
On the negative side, we are small, and only
work for senior positions without too much marketing.
Who are our competitors? What is our niche/competitive
advantage vis-à-vis competitors?
Reasons for visiting our website is covered above.
However our USPs or differentiators are
-We are a “RETIGENT” search firm with a de-risked
payment model linked largely to results namely the candidate
selection, and joining.
- Looking for jobs for people not looking for jobs (Looking
for passive candidates )
- Track record of closure is faster and better
than industry standards because of certain processes such as Pre-search,
reference check and post joining care.
-understand the search from a business point of view
and creating the go to market and positioning which is personally managed by
the founders and their reputation is on the line
Are there any websites (in your industry or even other
industries) which can serve as a reference point/benchmark?
credenceconsulting is like a semi benchmark
from a story based content but can be improved others include Kornferry ,
Boyden , Egon Zehnder , spencer Stuart , transearch ,Heidrick & struggles ,
Stanton chase .
our website www.astcservices.com
What is the brand promise (values) that the strategy and
design must reflect?
“ We are in the
business of helping clients acquire outstanding stable quality talent , through
a transparent , ethical and responsive approach with reduced risk and anxiety,
focused on timely delivery”
How important is the design/look-and-feel to the audience?
Very Important, Design must go hand in hand with
Substance – since it is an upgrade
‘adjectives’ that should
describe the look and like feel for the site?