Digital Branding Package Development

Project Overview

At DHI Group, I led the development and launch of innovative digital branding packages designed to help employers differentiate themselves in a highly competitive talent market. This initiative transformed our go-to-market strategy from transactional job postings to comprehensive employer branding solutions, creating a new high-margin revenue stream and delivering significant value to enterprise clients.

Challenge

The company faced several challenges in the traditional recruitment advertising space:

• Commoditization of job posting products leading to price pressure
• Limited differentiation from competitors offering similar core services
• Changing market dynamics with increased focus on employer brand and candidate experience
• Need for higher-margin products to improve overall business profitability
• Clients struggling to articulate their employer value proposition to specialized talent

Solution

I developed a comprehensive solution that transformed our approach to digital advertising and employer branding:

Market Research & Customer Insights

Conducted in-depth research to understand employer branding challenges and opportunities:

• Interviewed 25+ talent acquisition leaders to identify key pain points
• Analyzed candidate behavior data to understand engagement patterns
• Benchmarked competitive offerings to identify market gaps
• Partnered with product team to evaluate technical capabilities and integration points

Innovative Package Design

Created tiered digital branding packages with premium components:

• Enhanced company profiles with customizable multimedia content
• Targeted display advertising across niche professional communities
• Content marketing solutions including sponsored articles and thought leadership
• Candidate engagement tools with interactive elements
• Advanced analytics dashboard measuring brand impact and engagement

Value-Based Pricing Strategy

Developed a pricing strategy focused on value rather than cost:

• Tiered packaging with clear value differentiation
• ROI modeling tools demonstrating impact on hiring metrics
• Competitive positioning analysis showing market advantage
• Strategic discounting guidelines that protected margin

Go-to-Market Execution

Led cross-functional implementation to bring the new offerings to market:

• Sales enablement program with comprehensive training and playbooks
• Marketing collateral including case studies and value propositions
• Client onboarding process ensuring successful implementation
• Feedback mechanism for continuous improvement

Results

The Digital Branding Package initiative delivered exceptional results:

Beyond financial metrics, the project delivered significant qualitative benefits:

• Positioned DHI Group as an innovative partner in employer branding
• Elevated sales conversations from transactional to strategic
• Created a scalable solution that could be expanded with additional modules
• Provided clients with measurable improvement in candidate quality and engagement
• Established a foundation for ongoing product innovation

Key Learnings

This project provided valuable insights that shaped my approach to product development and sales strategy:

1. Value articulation drives premium pricing: Clearly demonstrating ROI and business impact enables value-based rather than cost-based pricing discussions.
2. Client input is essential: Involving clients early in the development process ensures market fit and creates built-in champions for new offerings.
3. Sales enablement is critical: Even the best products fail without effective sales training, messaging, and tools to support the sales organization.
4. Packaging matters: Strategic bundling of features into good/better/best tiers creates natural upsell paths and improves average selling price.

Skills Applied