Voted the Number One Interim Provider by the Institute of Interim Management for the past three years, Odgers Interim now have offices in the UK, Canada, Australia and Brazil, and place more executive level interim managers globally than any other provider. They needed a site which could maintain their place as market leader by engaging with clients and candidates, keeping the company in the forefront of their minds.
Repositioning the number one interim provider
A people-focused approach
The Interim management industry is now well established so there was no need to educate an audience on the benefits. Also, clients increasingly expect a higher calibre and variety of candidates, whilst the candidate pool now incorporates a younger demographic, with specific portfolio goals driving their career. With the industry now matured, it was clear early on that there was no place for generic city skylines or stuffy ‘workers in suits’ clichés here – to represent Odgers Interim in the present market, the approach would need to be people-focused and highlight the human elements of their process.
Bringing Odgers Interim to life
A key issue was that the old site didn’t show the level of candidate care which Odgers Interim pride themselves upon. Content and case studies needed to be rewritten, emphasising the personal stories of individual candidates. In order to enhance the approachability of the Odgers team, a wedding photographer was commissioned to take new team photos, breaking the mould and moving away from traditional corporate imagery. Any superfluous self written background profiles were avoided, instead using quotes written by clients.
Knowledge as validation
The Odgers Interim team of consultants produce a wealth of original content, which now takes on a central role in the magazine style design. Three areas: Intelligence (blog items), Perspective (newsletter articles) and individual Sector pages, allow for promotion of the consultants’ expertise, repositioning them as thought leaders and inspiring confidence in their clients.
A global website, applied locally
With a version of the website already localised for Australia, there are plans to roll out to other countries. From a technical point of view we’ve made it easy work for editors to categorise articles, people and sectors so that the front end can do the hard work of pulling in content to the correct sites and places.
A design challenge
Odgers Interim is part of the Odgers Berndtson Group group which already has a visual identity defined. Before we started on the website’s design we created a set of style tiles, each utilising the group’s visual identity but each exploring different ways to create Odgers Interim their own identity while challenging what would be appropriate. Much of the look and feel was defined at this point.
Overall the site’s design is minimal, simplifying the user interface down so that the focus is firmly on the content. A great example of this is the introductory title shown on most pages. It would have been easy to add a large hero image here instead but by concentrating on a generously spaced, typographical approach we can draw the user’s attention to the text, at the same time avoiding a templated website feel. This approach, alongside the choice of typography and minimal colour palette conveys an expensive, premium look and feel - something highly appropriate for executive level consultants.
It’s a pleasure to work with Liquid Light which is why we have an ongoing relationship with them. The first thing they did was to get to the heart of our business objectives and make recommendations as to how these apply online. Liquid Light aren’t your typical web design agency. We got the impression that they deeply cared about the success of the project and pushed us to create something that we’re really impressed with. The site itself has been well received and although its early days, we can tell that engagement is already up by the comments that we’ve had.