Think recruitment and, chances are, the name Hays is hovering somewhere in your consciousness. As the leading global recruitment group, Hays have a powerful reputation. What they’re less well known for is the work they do to help others. Cue Fable.
Hays asked us to help them raise the profile of Hays Helps, their global volunteering and fund-raising initiative, which aims to ensure they are supporting the communities and societies they serve. It was a brilliant brief for us, as we love working on projects that make a difference to others.
Our task was to communicate a compelling story in the most engaging way possible. We set about creating an impactful, digital-first social purpose thought leadership piece – a piece that brought to life expert insights from Hays.
To create the vital human connection so central to this project, we designed a bold photographic cover that would entice the reader to click on. Inside, the emotive human photography continued, strengthening the storytelling.
The clean, confident editorial feel was supported by graphs, charts and infographics, which brought the story to life and supported understanding. We used graphic devices to build rhythm and keep readers engaged, while clear sign-posting and considered copy hierarchy led readers through the page.
Simple graphic lines helped delineate the page, making information more accessible and pacing the reader experience. And we used full-page section dividers to give readers a moment to reflect on key findings. On more copy-heavy pages, we used lead-in copy and pull quotes to create intrigue and draw readers in.
In creating this distinctive, standout report to tell the story of Hays Helps, we succeeded in raising awareness of Hays’ wider purpose: to support the communities they serve. In doing so, we helped strengthen Hays’ position.
By designing the piece in a way that gave it wide-ranging appeal, we were able to effectively engage with the broad global internal and external audience of employees, clients and investors, as well as new recruits and potential clients. And by giving the publication a human voice, we were able to convey thought leadership from a trusted expert.
The team at Fable understood our brief and delivered a report that is distinctive in its design, using graphic devices to keep readers engaged. The use of design, including how they presented data within the report, brought the story to life, adding impact and further supporting the findings. Fable’s client team were great from start to finish, always on hand and ensuring the process was seamless.
Jonathan Beasley
Hays
