KnowMore platform
Connecting talent and recruiters with KnowMore
Challenge
CyberSN is the national leader in cybersecurity staffing services, evolving its business model from a pure staffing firm to a software-driven solutions company. They needed to maximize the marketing budget to redefine the brand, launch their highest-selling product, and energize channel partners. We used this opportunity to provide a turnkey communications strategy that would extend beyond the conference launch.
Insights
Focused qualitative research reveals a new messaging hierarchy that yields the best opportunities for long-term success. Extensive research determines the tone and topics that would resonate best with the cybersecurity audience–both job seekers and talent seekers. One big insight we leveraged was that the new KnowMore platform allows both job seekers and talent seekers to connect covertly – highly important to the cybersecurity professional.
Strategy
We help launch KnowMore, a covert job-matching platform, at the Black Hat USA 2019 conference. Through several collaborative working sessions, we develop a new unifying messaging platform–“Where Talent Meets Its Match” that helps CyberSN marry their corporate positioning with their new software platform. Also, we support post-launch by developing brand standards, visual identity, and communications pieces that include website landing pages, a brand video, and social posts.
Results
- KnowMore receives an overwhelmingly positive reception from the cybersecurity industry following the launch in August 2019
- CyberSN experiences growth in sign-ups, profile creation, and partnerships with organizations such as Secure Diversity
