ADP is one of the few remaining companies that are both Moody’s AAA and D&B A+ rated. As strong as they are financially, ADP faced a serious recruitment challenge when banking and brokerage institutions started competing with them by providing similar services and therefore recruiting the same talent pool. In addition, there was a misconception that all they did was process payroll checks.  This caused mid-career professionals and MBAs—all actively recruited by ADP, to show less and less interest in the company.

Brand Strategy:
After an extensive brand discovery phase, we learned that ADP was clearly much more than just a check processing company. Also, that most external audiences saw them as conservative, unwelcoming and to some extent – as having an “old-boy” type of a culture. Perceptions and reality were far from aligned and we knew we had to reposition ADP to reveal its truer nature.

We started by developing a recruitment resources logo—a symbol that streamlined all the functions resulting in a shared identity, from a visual perspective, on all recruitment communications. The symbol served as a rallying point, and helped breathe new life into what was seen as an unwelcoming environment.

Secondly, we developed an extensive library of photography reflecting the diversity, spirit and team-oriented work approach that the company encouraged. In addition, copy and editorial focused on conveying the impressive work-life programs the company implemented. “ADP is more than…”

The result was a comprehensive employer re-branding of ADP. The editorial positioning is friendly, conversational and even a touch witty at points. We also developed an extended color pallet for recruitment that went beyond red and black, previously the only colors used.  These additions leveraged the equity in its corporate name and its stability, while still expressing itself as the spirited, diverse and enthusiastic environment it really is. Finally, we created a flexible brand architecture that allowed the image library and positioning touch points to be used in virtually any circumstance.