How did EX.CO reinvent itself during Covid-19?
EX.CO thought it would be hard enough to attract top talent after a rebrand. Then came the pandemic, too
It’s hard enough to attract talent to your company in an ecosystem full of noteworthy companies. Throw in a name change and the pandemic and you’ve got yourself a real challenge.“Changing the name of our company definitely posed an employer branding challenge, considering our previous brand (Playbuzz) was well known within the local tech community,” said Shachar Orren, CMO at EX.CO. The company had experienced an entire rebranding at the end of 2019 - just before Covid-19 stopped the world in its tracks.
While the pandemic has eventually had a positive impact on EX.CO's growth, it definitely posed a challenge in creating awareness for our new brand, not just with potential clients but with potential employees, as well. We added over 30 new employees to EX.CO in the past year and the need to find talented team players is always challenging. Alongside the strong competition out there to attract the best talent, we’re still a boutique company of 100 employees competing against the biggest players in the hi-tech industry who have thousands of employees. We had to find a clever way to make potential employees familiar with our new EX.CO brand and its values and advantages.Presenting the refined solution: When we thought of a potential solution we quickly realized it was right in front of us all along - our very own product. One of the key strengths of our content platform is its ability to deliver a message effectively in an engaging way, to tell a story that truly resonates. If we need to build our employer branding and get current employees and potential candidates familiar with what we are all about, the solution is simple - put our own technology front and center, use it for internal and external communications, and through that deliver the values that we want to focus on. Here are a few ways we decided to leverage our tools:
- Increase transparency: This is a very important value to our CEO and co-Founder Tom Pachys, and to all of our management team. Our goal was to make sure that every single employee is involved and aware of our direction and why we’re going there, how decisions are made, what other teams are working on, processes and achievements – and, from time to time, also failures. Our employees are an integral part of our DNA, they make EX.CO what it is. Tom regularly shares his unmediated insights with the whole company, answers employees' questions, and adopts their ideas on how to further strengthen our future together. Since we couldn’t all be in the same room due to social distancing and different locations, we started using our platform more and more to communicate new product releases, team achievements, and just ongoing fun information we wanted to share.
- Collaboration beyond our work: We try to facilitate a highly collaborative work environment, even when everyone is working remotely and can’t meet on a regular basis. For us, collaboration is formed not only around day-to-day work and so we wanted to create opportunities for employees to collaborate on things they care about outside of their roles. We used our content platform to survey employees about their interests and how to best connect cross-functional teams. One of the findings, for example, was that many of our employees are serious foodies, and so we encouraged initiatives like cooking competitions (whoever can come to the office is very lucky and gets to try delicious home-cooked goods) and sharing recipes on a dedicated WhatsApp group.
- Encouraging employees and candidates to create their own content: Every employee and almost every candidate we interview is immediately invited to create content using our platform. Our newly recruited employees create an introduction story about themselves and their personal and professional interests using our tools so that the entire company can get to know them. For potential candidates, this is a great opportunity to get familiar with our brand and product in an enjoyable and engaging way - either by creating their interview assignment on our platform or by interacting with content created with our platform as part of the interview experience (for example, using our “choose your own adventure” experience to match candidates with the right role for their skills).