Pulling it all together

Pulling it all together

Our client, an online recruitment company (then known as eCruiter.com) based in Ottawa, Canada, had acquired a number of money-losing internet properties and some more traditional HR service companies, and was struggling to pull it all together.

Our challenge

TCii was brought in to help define a coherent brand for the company, a set of linked value propositions to describe the company’s offerings, a new e-business model to integrate its operations, and a strategy to position it for acquisition by a major industry player.

What we did

Based on facilitated strategic planning sessions, competitive industry analysis, market research, focus groups and web surveys, we:

  • developed value propositions for every user type (jobseekers, recruiters, corporate HR) and service offering
  • defined the company’s net-based e-business model, system architecture and IT strategy, and
  • developed a powerful new company brand: WorkStream.

The outcome

With our help, WorkStream became more competitive, and operationally profitable within a year. Later, the company was acquired – at a premium – by a larger player (then known as Empagio). The newly merged company then went forward using the WorkStream brand.

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