We evolved JobAdder’s brand, messaging and engagement strategy by leveraging psychology and behavioural science to engage their ICP.
JobAdder is a global recruitment software provider. As the talent tech market becomes increasingly competitive, JobAdder sought to evolve its brand to showcase its distinctive value better, deepen emotional relevance with target consumers, and connect with the genuine needs of small- and mid-sized recruitment businesses.
Cognition partnered with JobAdder to deliver a comprehensive brand evolution project, spanning psychology-driven research, strategic brand development, and creative execution.
Recruitment Software
UK and APAC
Evolvr JobAdder’s brand, messaging and engagement strategy by leveraging psychology and behavioural science to engage their ICP
Our work began with a detailed workshop session to align on objectives and core KPIs. We then conducted a current-state analysis of JobAdder’s existing messaging, identifying opportunities to enhance clarity and emotional impact. This was supported by a thorough competitor review, examining how comparable brands use psychological triggers to influence buyer perception and decision-making.
To deepen this foundation, our Scientific Board undertook a detailed psychological literature review, specifically relating to software adoption. We then reinforced these insights with a series of one-to-one interviews with JobAdder’s internal stakeholders and existing clients, uncovering genuine motivations and behavioural patterns that shape how audiences perceive recruitment software.
Our Data System insights became the core of JobAdder’s new brand strategy - starting with developing key ‘brand personalities’. These formed the basis for JobAdder’s visual and verbal brand evolution, ultimately resulting in a new, value-driven proposition: Energising Recruitment, Fuelling Growth.
This speaks to the key interests of all key JobAdder audiences as identified during the Data System. In essence, highlighting how JobAdder’s software enables consultants to eliminate admin clutter and focus their energy on what really matters in successful recruitment, acting as the fuel needed to grow. Using this new proposition as our overarching framework, we then created a series of messaging pillars (with corresponding samples of copy), and built a suite of creative visual assets to bring this new brand evolution to life.
To activate this new strategy, we undertook thorough customer journey mapping to identify key emotional moments, friction points and behavioural triggers. These pivotal touchpoints then informed how we approached our strategic channel and tactical recommendations.
And finally, to ensure JobAdder’s evolved proposition and visual identity remained consistent across future marketing collateral, we created a finalised brand playbook. This playbook detailed all key visuals and messaging elements integral to the new proposition, with core dos and don’ts. This equipped JobAdder’s teams with the guidance and insight needed to carry the evolved brand forward successfully.
This project clearly demonstrates that brand differentiation in the recruitment software market depends less on functional claims and more on reducing perceived loss for buyers. Recruitment teams are time-poor, cognitively overloaded and often averse to anything that feels too complex.
So, by grounding JobAdder’s brand in behavioural science, we evolved their proposition to speak directly to emotional, outcome-focused triggers that sit behind recruitment motivations. This approach not only enhances brand trust and memorability, but also supports faster decision-making in a market where intuition plays a decisive role.
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