Brand building for Employee owned Businesses

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CMA Recruitment Group
Increasing job applications by 240% for the South’s top recruitment agency
CMA Recruitment Group Increasing job applications by 240% for the South’s top recruitment agency

CMA Recruitment Group

CMA is the South’s leading independent recruitment agency specialising in Accountancy & Finance, Executive and HR.

CMA Recruitment Group logo

The brief

Founded in 1980, CMA has spent the past four decades building a reputation for its value-led and truly consultative approach to recruitment. They are highly experienced across four key divisions: Accountancy & Finance, Practice, Executive and HR.

Over time, CMA’s visual and strategic brand had become dated and their website was no longer offering a sufficient user experience. Instead, candidates and clients were faced with unclear messaging and an uninspiring website with clunky functionality – all of which could have a negative impact on enquiry and application numbers. To bring their brand up to speed they needed a reinvigorated identity and website to help them stand out in the competitive recruitment industry.

CMA brand strategy statement
Screenshot of the CMA homepage
CMA website homepage on a mobile device

The solution

People are at the heart of CMA’s offering, so as part of our brand strategy work we carried out company-wide surveys and smaller, intimate workshops with management to understand how their team felt about the brand. From there we defined CMA’s core values and developed a new proposition and mission-vision statement. Taking a cue from the existing brand’s colour palette, we designed a unique circular brand marque, four new division logos and a refined group identity, pulling them together with a complementary and trustworthy deep blue. 

With high targets for candidate applications the CMA website was in need of complete overhaul, with a focus on user experience for their core audiences: clients, candidates and future consultants. Some key improvements include a streamlined user journey, the integration of third party recruitment platforms and a beautifully simple, modern design with bespoke photography. An intelligent CMS gives the in-house team complete autonomy to make regular changes to the website.

Screenshot of the jobs board on the CMA website
CMA Recruitment deep blue and white business cards

The result

CMA’s 45-strong workforce now feel aligned with the brand and have praised the new identity for its balance of modernity and heritage. The website now offers candidates a fast and painless job application process, which has resulted in a 240% uplift in applications in the first 6 months since launch*. 

*Compared to the previous 6 month period. 

CMA Recruitment Remuneration Survey brochures
Man sitting in an armchair reading documents
CMA Recruitment brand mark debossed on paper

The reaction

“Salad succeeded in strengthening our brand and created a modern identity that brings together all of our recruitment divisions. The new website gives our candidates an improved user experience and we’re excited to see how it impacts the number of applications we receive. We’re delighted with Salad’s work and look forward to collaborating with them on future projects.”

Neil Phillips, Operations Director
CMA Recruitment Group

Man in suit posing for a portrait Woman in smart dress posing for a portrait Man in a suit standing in an office reception using his phone

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