Development of a communication strategy for the international outstaffing company Newstaff

ENQUIRY

Newstaff is an international recruitment and outstaffing company specialising in engineers and architects for the Israeli and European markets. The company focuses on technical roles and tasks that require a high level of expertise: standards, pace, accountability for results, and scaling projects without compromising on quality.

The problem and challenge:

Newstaff has been operating successfully in the market since 2020. However, as it scaled up, the brand encountered a common hurdle: communication often boiled down to a mundane list of services and vacancies, whilst its unique value proposition was lost amidst generic talk of professionalism and quality.

We were faced with the task of completely transforming the perception of Newstaff. We needed to move the company from the position of a ‘recruitment platform’ to that of an authoritative creator of scale, uniting specialists in the construction industry. So we needed to come up with a big idea that would work just as well online as it would offline.

Project objectives:

1. To establish a bold market positioning that stands out from the competition.
2. To develop a dual-vector creative platform: to create a flexible communication ecosystem (online + offline) capable of simultaneously and effectively serving two audiences with entirely different needs:

• B2B vector (international companies and clients): communicating Newstaff’s value as a reliable partner that provides clients with a powerful intellectual resource, clear standards, pace, and iron discipline in the AEC industry.
• Candidates – Ukrainian architects, engineers, and BIM specialists:enhancing career prospects and removing barriers to entry into global markets for engineers and architects.

THE IDEA

Creative platform: ‘The world is built by the GIANTS’

The strategy was based on a deep understanding of the target audience of engineers and architects. These individuals are highly intelligent people who seek out complex challenges, yet they often trapped in the routine of minor, day-to-day tasks.

We formulated the key idea:‘The world is built by GIANTS’.

The essence of the idea: to build the world, you need to be a giant. You need to know a lot, have great courage, not see obstacles, and seize opportunities. Well… and, of course, the world is vast. So, it is the GIANTS who must build it. Because it is the giants who think outside the box, create something on a grand scale, and see beyond the horizon.

Key message:Newstaff expands the scale of construction through people who work to standards and are accountable for the result.

A strategy for scaling up an idea

• Online:visual imagery of giants who transcend the narrow confines of local companies, and a reimagining of the website’s landing pages to convey the message: “NEWSTAFF — PEOPLE WHO BUILD SCALE. We bring together construction giants with world-class projects”, as well as the implementation of a creative concept on the company’s social media.
• Offline:translating the idea of physical scale into the physical space through unconventional structures, creative banners and interactive elements.

OFFLINE ACTIVITIES: a stand at the Job Fair

One of the first manifestations of the creative platform was the Job Fair in Kyiv. Instead of traditional exhibition areas with boring roll-up banners, we created the interactive art space Newstaff.

1. Spatial design

The central visual focal point of the stand was the image of the Giant himself and the interactive zone:

• Mirror-manifesto:A large full-length mirror was installed on the stand with an integrated text feature: ‘Too BIG a talent for small tasks’.
• Effect:This element served as both the perfect trigger and a photo zone. Every candidate, approaching the mirror, literally saw themselves in the context of this phrase. This encouraged them to take selfies and post them on LinkedIn and Instagram, providing the brand with powerful organic reach in the digital sphere.

2. Creative merchandise and print materials

• Conceptual sticker packs: a set of stylish stickers featuring professional humour, motivational messages and visual elements from the Newstaff platform.
• Tarot cards with predictions: a creative deck of cards where, instead of classic mystical symbols, ironic and motivational predictions for candidates were included
• Knowledge test: a drawing of a real project, where visitors were asked to spot the mistake.

3. Game mechanics: Career Jenga

To encourage the audience to engage actively, we integrated wooden blocks in the style of Jenga.

The essence of the mechanics: each wooden block in the game symbolised a specific stage, skill, or value of the work

Players were invited to dismantle and ‘build their ideal career’, maintaining the balance and scale of the structure. This interactive exhibit drew queues around the stand, created a healthy buzz, and allowed recruiters to strike up a casual conversation with potential candidates whilst they played.

RESULT

We succeeded in creating a seamless phygital experience (Physical + Digital). The creative concept of ‘The Giants’ worked flawlessly across all levels of engagement:

1. In the digital space: it created a performance filter that attracts ambitious, high-calibre professionals.

2. Offline: it made the Newstaff stand one of the most visited and photographed locations at the Job Festival, transforming cold recruitment into an engaging game and a manifesto of professional scale.

Our work doesn’t end here, as we are moving on to the stage of launching contextual advertising to promote vacancies online.