The highly specific and technical nature of Cynnovative’s work required uniquely specialized employees, most of whom were already employed within a limited niche of companies and organizations. In addition, Cynnovative had cultivated a modern, high-tech start-up business persona that was unlike most of their competitors in the government sector. They wanted team members who embodied the company’s mission to challenge the modern limitations of cyber solutions and also fit the company’s culture of fun, clever, and hard-working. All previous hires were referrals from their inner circle in the industry, but when their personal network had been exhausted, recruiting stalled. Their existing brand and web presence was not resonating with potential recruits.
As Cynnovative’s outsourced marketing department, POM dove into the redevelopment of their corporate identity, collaborating closely with their executive team to craft a brand that would differentiate the firm from other employers in their space. They needed to communicate that Cynnovative was not your average government contractor. They are a group of down-to-earth, high-level thinkers, with a flexible, collaborative culture that allows each employee to shine.
POM’s objective was to distinguish Cynnovative in their very competitive space and present a fresh image and message online. This included the creation of a new logo and brand identity, the development of a dynamic website, updated identity across LinkedIn and other career sites, and culture-driven social media activity. Focused on reeling in prospective recruits, the POM team provided project management and marketing support with messaging, content and design for the new website, social media accounts, presentations, and event and promotional materials.