RIPPLEMATCH
The Ask
An AI recruiting platform with two audiences: the executives who buy it and the early-career candidates who begin on it. Build one position, one brand, one voice that sells to both.
Unconventional Wisdom
“We’re not matching people to first jobs. We’re building a workforce for good.”
The strategic turn that unlocked the program
Made
- The positioning A workforce for good: the platform’s reason to exist, named.
- The voice Unlimit, paired with the attributes both audiences prize: potential, opportunity, success, collaboration. The same words open doors for the candidate and close the case for the buyer.
- ripplematch.com The website, rebuilt on the new brand to speak to both audiences at once.
- The campaigns Unlimit and Seek Smarter: B2B campaigns built to sell, with a brand toolkit armed for the sales team.
Exceptional Outcomes
Engagement detail
RippleMatch asked Makeable to solve a two-audience problem. The platform is bought by CHROs, COOs and talent leaders, and used by early-career candidates, just out of college and soon after, building their first careers: two audiences with opposite vantage points, one brand that had to sell to both without splitting in two. The answer was one position, a workforce for good, and one voice, Unlimit, built on attributes that mattered equally to both sides, so the messaging never went foreign to either. It carried through everything: the brand system, ripplematch.com rebuilt to speak to buyer and candidate alike, the Unlimit and Seek Smarter B2B campaigns, and a toolkit that armed the sales team. B2B tech branding succeeds when one idea closes the deal and wins the candidate; this one was built to do both.
Part of Makeable’s Brand, Digital & Product, and Campaigns & Social practices, New York.