Background
The future success of a business relies not just on consumers– but on employees as well.
Employers like Bala Consulting Engineers are strategically thinking about brand appeal when it comes to their own workforce. As a large consulting engineering firm with an impressive project portfolio of projects in major US markets, it was important to Bala Consulting Engineers that their website reflected their brand in a way that would inspire the next generation of talent to join their team. Recruitment and retention depend on engaging with a multigenerational audience—attracting younger talent, and retaining the experience and wisdom of more experienced employees. Bala was looking to spruce up portions of their website in order to polish their employee brand, appeal to an age-diverse workforce, and reinforce a talent pipeline in support of long-term business success.
Challenge
Redesign 3 pages for multigenerational appeal and sustainability focus, while maintaining a cohesive site.
Solution
Modern elements, purposeful messaging, custom videography, and curated design styles for use across the site.
Results
A partially redesigned site that feels fully cohesive, invites engagement, and communicates innovative employer brand.
A Website That Connects With Employees, Candidates, and Clients
Bala wanted to redo the homepage, Culture page, and Careers page of their existing site. These three pages were strategically selected because they receive the highest traffic on the site, so it’s important that they reflect the brand image that Bala wants to project, convey the right message, and leave a positive impression on visitors.
Attractive, User-Friendly Site With Clear Messaging Built On Strategy
Our design approach was built on a solid strategic foundation, with a deep understanding of the client’s goals, culture, and brand personality. We created wireframes to establish a user-friendly UI/UX page flow, before layering in complementary copywriting and design elements.
A Website That Connects With Employees, Candidates, and Clients
Bala wanted to redo the homepage, Culture page, and Careers page of their existing site. These three pages were strategically selected because they receive the highest traffic on the site, so it’s important that they reflect the brand image that Bala wants to project, convey the right message, and leave a positive impression on visitors.
Attractive, User-Friendly Site With Clear Messaging Built On Strategy
Our design approach was built on a solid strategic foundation, with a deep understanding of the client’s goals, culture, and brand personality. We created wireframes to establish a user-friendly UI/UX page flow, before layering in complementary copywriting and design elements.
Core Values Iconography
Employee Benefits Iconography
With only part of the website in scope, we wanted to avoid a disparate feel between the pages that were redesigned and those that weren’t.
A concerted effort was made to upgrade the site in a modern way without a complete deviation in design, while also ensuring the application of specific design styles throughout the full site to maximize cohesiveness.
Solution
The selected pages were designed with a broad workforce audience in mind, intended to excite younger generations without alienating older generations.
The updated pages showcase the company’s values, mission, and vision, which help build trust and credibility with potential employees and clients alike.
To illustrate authenticity through imagery, we collaborated with Veracity Studios to create one hero video and three subject matter videos throughout the site to help paint an engaging and clear picture of Bala’s work, culture, beliefs, and accomplishments.
The Outcomes
In addition to elevating the three desired pages, we achieved a consistent look and feel for the entirety of the site to facilitate a positive user experience and aid in talent recruitment efforts. A style guide was completed to capture web design elements as well as messaging tone of voice, to support ongoing web updates in-house.
