Case Study: Employer Branding Review for BuzzGen

HR Consultancy: Limelite HR & Learning

Background

At BuzzGen, they don’t believe in a one-size-fits-all strategy. Every business is unique, and so is their approach. They take the time to understand their client’s industry, audience, and goals—creating bespoke content that gets results.

From in-depth research and strategic content creation to ongoing analysis and optimisation, they handle it all. Their client’s stay in control with full visibility at every stage, while they do the heavy lifting to elevate their brand.

The WCC’s workforce planning tool identified there was a need for a review of BuzzGen’s current employer brand to gain recommendations of where improvements could be made to support future growth.

Project Scope

Limelite was commissioned to undertake a comprehensive employer branding review to include:

• Review of the current employer brand – this would include a review of the website, social media, recruitment processes and procedures and employment offer
• Provide a report with recommendations of where improvements could be made – this may include suggested content for a new website page, social media suggestions, advice on how and where to advertise for candidates, advice on creating a desirable employment offer
• Provide a recruitment policy and procedure which aligns to the employer brand, with all necessary templates for job descriptions, person specs, advertising, interviewing and making a job offer
• Create a ‘culture book’ which captures the employer brand and showcases this to potential candidates, this would also include providing an up to date employer handbook.

1. Review of Current Employer Brand

Website:

We conducted a detailed analysis of BuzzGen’s website. Highlighting where they can add value to their brand by adding their Company values, careers pages, benefits and employee stories, together with outdated job listings and a clear application process.

Social media:

Their use of social media was good, particularly on LinkedIn, which has regular posts of a commercial and personal nature helping to showcase who they are, what they do and what it is like to work there.

TikTok is the least used platform and hasn’t had a post since September 2024. However, this could be a useful platform to utilise, as it may help to attract the influencer market and capitalise on their services offered.

Recruitment Process & Procedures:

Recruitment was managed in house using job boards with no applicant tracking system in place. A process was in place, but which changed depending on job role and number of applicants. Telephone interviews were used for pre-screening and tasks if appropriate to job role.

Employment Offer:

The employment offer in the advert missed key information and was vague on benefits and their development opportunities so they were missing out on attracting applicants and showcasing what they have to offer and giving people a flavour of who they are.

2. Recommendations Report

We provided a detailed report with practical, tailored recommendations, including:

Website Improvements:

• Develop a dedicated, engaging careers page, including benefits and culture.
• Include employee stories and more photos of the team.
• Add company values and detail on who they are as a Company.

Recruitment Advertising Advice:

• Use popular job boards such as Indeed and Reed to widen their applicant net ensuring the role is seen.
• Promote roles on their own LinkedIn and other social media platforms to attract their ideal candidate.
• Establish a referral scheme for current employees.
• Add roles to their own website

Employment Offer Enhancement:

• Include key details on pay, place of work, hours and benefits.
• Clarify recruitment process.
• Emphasise company values and culture.

3. Recruitment Policy and Template Forms

• We drafted a new recruitment policy that aligned with the updated employer brand.

  Included Templates:

  • Job Description & Person Specification templates.
  • Standardised job advert layout aligned with the brand.
  • Interview assessment form.
  • Job offer letter, onboarding forms and interview feedback templates.

  This ensured a consistent, fair, and branded recruitment experience for both candidates and the hiring manager.

4. Culture Book and Employer Handbook

• Culture Book:
  We designed a 16-page digital “Culture Book” to showcase BuzzGen’s identity. It included:
  • A welcome note from the CEO.
  • Core values and mission.
  • Highlights from photos of team events, and unique benefits such as Paw-ternity.

  “What Our People Say” section with testimonials dotted throughout the document

Updated Employer Handbook:

• The handbook was redesigned to reflect the refreshed tone and style. We included:
  • Updated policies.
  • Company values.
  • Welcome note from the CEO.
  • Meet the team.

BuzzGen’s Feedback on Support and Benefits of the Work

Review of Limelite HR Services

Working with Limelite HR to review and develop our Culture Book and internal documents has been a genuinely valuable experience. The process helped us clarify our values, align our team more closely with our mission, and ensure consistency across all communications.

The team at Limelite were approachable, knowledgeable, and highly collaborative throughout. They took the time to understand our business and worked closely with us to shape content that truly reflects our culture.

One aspect I found particularly helpful was their ability to translate abstract ideas into clear, actionable language that resonates with both current and future team members. Their attention to detail and strategic insight made the entire process smooth and effective

Conclusion

By revitalising BuzzGen’s employer brand across their website, social media and internally embedding it into their recruitment processes, their employee resources such as the new Handbook and Culture book, Limelite HR helped to enhance the external perception of BuzzGen as an employer of choice, but also helped to cultivate a positive workplace culture internally ensuring employees know and understand BuzzGen’s unique culture, mission and values and believe in them. In turn employees are now empowered to advocate for the organisation and who they are.

Case Study

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