Snagajob Brand Guide

01 | SNAGAJOB BRAND GUIDE

Headline

Subhead

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Brand guide SEPTEMBER 2017

WE ARE SNAGAJOB Our mission is simple: to connect workers with hourly jobs and employers with hourly workers. We want to make it quick and easy, so that’s what we’re going to do.

And just as our mission is straightforward, so is our brand.

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Logo

Two-color black version

One-color black version

Two-color white version

One-color white version

Meet the Snagajob logo, modern and approachable.

The type is friendly and the slight curve of the J is reminiscent of a smile. The orange spot (we call it a spot, not a dot) is still a prominent feature—it is a pretty important branding element.

The logo comes in three color variations.

• The two-color black version should be used only on white or light-colored backgrounds.

• The two-color white version should be used only on dark-colored backgrounds.

• The black & white versions should only be used for reproductions where color printing is not available.

Additionally, the white one-color version should be used on orange backgrounds where the orange “spot” would not be visible.

Download the Snagajob logo

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Logo requirements

Clear space

Let “x” equal the height of “s”

x

The logo needs its breathing room. It will feel more important compared to other elements if you leave adequate space around it. x

x

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Minimum size

1˝ (96 pixels)

05 | SNAGAJOB STYLE GUIDE

Logo restrictions Treat the logo the way you want to be treated: with respect and integrity. So we’ve already covered how to treat the logo, but we should also know how NOT to treat the logo.

Do not rotate

Do not distort

Do not alter placement of elements

Do not alter scaling of elements separately

Works for you.

Do not use an unapproved color

Do not alter colors of elements

Do not alter fonts

Do not crop any part of the logo

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App icon: aka the “chicklet” The chicklet is our mobile app icon. We also use our chicklet in place of our Snagjaob logo to signify our company.

Snagajob chicklet

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Color palette: primary & secondary

Primary

Our color palette is what sets the mood for our brand.

It’s bold, it’s straightforward, and it’s simple. There are three primary colors—black, white, and orange— and two secondary colors—PeopleMatter blue and light gray—which should be used as accents and backgrounds.

Snagajob orange

Black

White

PMS 158C / 144U C0 M70 Y100 K0 R243 G112 B33 HEX F36F21

Pantone Process Black C60 M40 Y40 K100 R0 G0 B0 HEX 000000

White C0 M0 Y0 K0 R255 G255 B255 HEX FFFFFF

PM blue

Light grey

PMS 660C / 300U C91 M60 Y1 K0 R9 G104 B177 HEX 0967B0

PMS 427C / Cool Gray 2U C15 M11 Y11 K0 R214 G215 B216 HEX D6D7D8

Keep all your visual communications consistent by always following these specifications: • Always use the color conversions below when Pantone inks are not available for printing.

• Additionally, always use the RGB or HEX conversions below for any digital work.

Secondary

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Color palette: tertiary We chose a mix of six muted and vibrant colors for our tertiary palette to complement our primary colors.

These are mainly just a way to elaborate on visual elements that call for differentiation, such as internal documents like graphs, presentations, birthday cards, etc. Use them with discretion and try to avoid using them in job-seeker-facing materials.

Tertiary Gold

Dusk

Sage

PMS 143C / 123U C0 M35 Y93 K0 R255 G177 B43 HEX FFB12B

PMS 545C / 642U C20 M7 Y4 K0 R200 G219 B232 HEX C8DAE7

PMS 5807C / 5803U C17 M9 Y29 K0 R212 G215 B186 HEX D4D6BA

Functional blue

Slate

Clover

PMS 2985C / 637U C60 M0 Y1 K 0 R60 G203 B245 HEX 3CCBF5

PMS 432C / 5395U C76 M65 Y51 K40 R57 G65 B76 HEX 39414C

PMS 583C / 397U C32 M10 Y100 K0 R186 G196 B5 HEX BAC405

And just like the primary colors, always keep them consistent across all communications by following these specifications: • Always use the CMYK values below for any print work. • Additionally, always use the RGB or HEX conversions below for any digital work.

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Typography

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Century Gothic Bold Italic

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Century Gothic Regular

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Century Gothic Italic

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Century Gothic Bold

Our typeface—Century Gothic—was chosen with the tone of our brand in mind. It’s easy to read, friendly, and it’s been around awhile, so we know it’s trustworthy.

• Century Gothic is a versatile type family with various weights and styles; use Century Gothic for headlines, subheads, callouts, CTAs and body copy.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Download Century Gothic font

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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5

Sample text layout

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TRAFFIC MARKETING

The sample text layout on the right is an ideal example of how text should be laid out for sales collateral.

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Left-aligning copy is our preference, whenever possible. However, in occasional instances (like some captions) center alignment may be used. Make sure to avoid widows.

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The color orange can be used to highlight things or as an accent—e.g. headlines, pull quotes, bullet points. However, use with restraint (don’t go overboard).

The colored flag tags differentiate the type of collateral the piece is. Blue signifies external, orange signigies internal and black signifies thought leadership. The letters in the circle signify the product.

Examples of more sales collateral

How Snagajob marketing works for you See how we target workers for your jobs

At Snagajob, we’re focused on learning about the millions of workers who rely on us to find a job.

From in-depth surveys to one-on-one interviews, we have done our homework on how, where and why people look for and apply to hourly jobs. This is one of the reasons we’re the experts in hourly hiring. We know how to reach the workers you need and connect them with your opportunities.

3

Use sentence case for headlines, and sentence case for subheads and body copy.

Using vertical and/or horizontal rules is a good way to break up content, but should be used purposefully and never for aesthetic purposes alone. Keep rules 0.5 pt thick, and always make sure the spacing/margins around the rule are consistent.

TM

THIS IS HOW WE DO IT

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SEARCH ENGINE OPTIMIZATION

JOB POSTING AGGREGATORS

Our keyword-rich content and sophisticated understanding of search engine algorithms ensures that Google, Bing, Yahoo! and other popular sites funnel workers to your postings.

We strategically leverage top job posting aggregators, such as Jobs2Careers and JobsOnline, to widen your net.

EMAIL

AFFILIATE MARKETING

Our targeted email program reaches millions of active and passive workers a day, giving them personalized job suggestions and job-search advice.

Snagajob works with 1,000-plus partner sites to increase the virtual footprint of your job postings and expose your jobs to a more diverse audience.

PAID SEARCH ENGINE MARKETING

SOCIAL MEDIA

Strategic paid search placements on search engines, such as Google and Bing, build brand awareness and fuel applications to your jobs.

We regularly engage with workers where they engage with each other: Facebook, Twitter, YouTube, Pinterest and Instagram.

Our 15-plus years of data analysis show that workers are actively engaged with the key channels listed above, and we’re always testing new ways to attract workers. So a partnership with Snagajob means you’re not only partnering with more than 75 million motivated, hourly workers, you’re also choosing a partner who knows how to effectively connect workers with your job postings and turn them into your next new hires.

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Graphic elements

A Example lockup

ASSESSMENTS

Our content and graphic elements borrow from shipping-label best practices. The style is contemporary and simple, and breaking up the information makes it highly readable and more digestible.

PeopleMatter Assessments Get more insights, more applications and more interview help PEOPLEMATTER ASSESSMENTS MAKE SMART HIRING EASY

You’ll have the data and information you need to quickly find your high-quality applicants and be able to make great hiring decisions from the start. With scientifically-proven results, you’ll get:

Examples of more sales collateral More insights

More applicants

More interview help

Position Fit tells you how a candidate will do in the job.

The new Attitude score also shows their personality so you can see how they might fit into your culture.

PeopleMatter Assessments are faster and designed for mobile so fewer people will give up and quit during the application process.

You’ll get interview questions based on a candidate’s scores, helping you and your hiring managers create a productive and effective interview process.

PeopleMatter Assessment

PeopleAnswers Assessment

APPLICANT EXPERIENCE Mobile experience Number of questions Time to complete

+ 70

240

10 minutes

30-45 minutes

Saves to worker profile EMPLOYER EXPERIENCE

Results

Tailored interview guide with questions Green / yellow / red quality indicator Scientifically proven and compliant

Summary & full detail Position fit & attitude Industry/position specific

Summary & full detail Behavior Industry/position specific

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Iconography The iconography we use complements our other branding elements—it’s simple, direct, and approachable. The orange spot from our logo comes into play here and the simple illustration style makes it highly versatile. As we move forward, we can use these spots to define regional needs and nuances, as well as directly conveying different market segments and industries.

Orange circle icons

Blue circle icons

View icon library

Orange stroke icons

Grey stroke icons

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Industry-specific iconography

Quick-service restaurants

Fast-casual restaurants

Healthcare

Hospitality

We also have examples of industry-specific icons.

These are only the beginning, so contact the marketing department if you find the need for an icon that doesn’t exist yet.

View icon library

Retail

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Photography style: primary There are two styles of photography we will use. The primary style will rely on simple close-ups or people that put the focus on work, surfaces, environments, and materials often associated with hourly work.

These photos should be candid and not too posed.

This makes it easier to appeal to a vast audience across a wide range of industries and markets.

It also lets our viewers imagine themselves there.

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O FP

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O FP

O P F O P F O O O P P P F F F O O O O P P P P F F F F 7

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Photography style: secondary Our secondary photography style features the same elements as our primary style, but doesn’t rely on simple close-ups. We still maintain the ambiguity, so as to not identify with one particular demographic. And both of these styles have a small depth of field, with the focal point drawing attention to the job.

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O O O P P P F F F O P F O O O P P P F F F O O O O P P P P F F F F 1.6

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Photography style: don’ts So, we have a lot of great photography examples, but here are some specific things to avoid when choosing photos:

O O P P F F

Don’t misrepresent the work environment. Don’t show unsightly aspects of “work.”

O O P P F F Keep the focus on the worker, not the customer —even for retail positions.

Don’t use extreme camera angles.

Photography should feel more candid.

O P F

Don’t use clichéd or obvious stock photography.

O P F Don’t focus on a specific transaction. Instead, show someone working at a cash register or bagging goods.

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Photography style: don’ts (cont.)

O P F

Avoid poorly lit photos and photos where the focus is not on the employee.

O P F Workers should always appear engaged and ready to work—not standing still or bored.

O O P P F F

Composition is important, avoid using busy gridlines that might compete with layouts.

Don’t show unhappy workers.

O P F Finding a job can be hard. Showing photos that are too playful can become unrelatable for viewers.

Don’t use staged photos such as people looking directly at the camera.

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Copy recommendations In addition to the brand voice deck, here are some tactile tips to keep in mind when writing in the Snagajob voice.

• Keep it as short and sweet as possible. Use straightforward language that cuts right to the point of what we’re trying to say. And when in doubt, ask yourself why is this relevant. Usually the answer will help you to simplify.

• Limit use of the “Snaga-” prefix. While it can be used in certain environments (such as conferences and for in-office purposes), this language should never be used in consumer or b2b messaging.

See our Brand Voice and Tone Guide for a more extensive breakdown of our copy guildelines.

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Pattern library See our UI Toolkit to view our pattern library.