HNM Systems

Website Redesign Brings 6X ROI

Overview

HNM Systems is a woman-owned staffing agency in the telecommunications, utilities, and IT sectors. The San Diego-based agency, which has been in business for over a decade, provides direct hire, contract to hire, and professional placement as well as consultative engineering services.

HNM partners with medium- and enterprise-size businesses, including Fortune 1000 companies like Experian and Itron. The organization boasts over 30 years of combined staffing experience among its leadership team and has been recognized multiple years by Inc 5000 and the San Diego Business Journal for year-over-year growth.

Industries

B2B
Professional services
Staffing
Telecommunications
Utilities

The Challenge

In the early years, HNM CEO and founder, Heather Moyer, recruited a friend to develop the website. While the website was functional, one-off updates began to accrue, and not all sections were congruent in tone, messaging, and style.

Moreover, HNM underwent incredible growth and evolution since the first site. The organization achieved annual revenue in the double-digit millions and hired their one hundredth employee. They opened an office in Solana Beach, California; acquired enterprise-level technology; and implemented workflow automation.

It was time for the organization’s online presence to match its evolved operation. HNM also needed to attract the right kind of client and job seeker: people who exemplified and looked for high standards in professionalism, technology, and leadership.

“From start to finish, Emberger Consulting was a key player in the success of our website redesign. They initiated the vision and ensured cohesive and timely execution”

Heather Moyer, CEO at HNM Systems

The Solution

Emberger Consulting (EC) made the case that a refresh of the site and brand would draw the type of people with whom HNM worked best. Moyer tasked EC with managing the process from RFP creation all the way to website launch while staying mindful of budgetary and timeline requirements.

To initiate the supplier selection process, EC created an RFP that clearly outlined HNM’s core values and culture for unknowing vendors, the goals and expected deliverables for the redesign, and questions around experience, approach, and culture to suss out vendor fit.

Next, EC curated a list of several design agencies based on referrals and asked them to submit a proposal. EC created a standardized scoring system by which the HNM team would assess vendor proposals. Two finalists were selected for interview by the team. EC collected final thoughts from the team, and Moyer made a final decision.

Website design by Movetic

After informing vendors of the decision, EC coordinated the contract negotiation process, ensuring major deliverables were guaranteed and the price remained within budget.

The design agency kicked off the project, and EC began developing messaging strategy and creating copy. EC interviewed several HNM partners to create brand new, compelling case studies and re-wrote earlier case studies to mirror HNM’s evolved tone. EC also penned a public-facing summary of HNM’s new client service model and candidate process, ensuring the processes were clear and accessible to all – both within and outside the organization.

Finally, EC consulted HNM and the design agency on technology integrations and crafted a vision for growing and managing email subscribers through webforms and a segmented welcome series.

The Results

The new technology-focused site launched in February 2022 and included a refreshed color palette, an advanced toolset, and futuristic design in line with HNM’s evolved operation.

Within the first year, the redesign drew a key account with incremental revenue over 6 times the redesign investment. Moreover, a press release about the refreshed site and other operational improvements garnered over 4,000 views from search engine results, PR circulation, and social media.

Finally, the new website served as an impetus for HNM to integrate new technology, automate workflows, and realign the team on business capabilities. “From start to finish, Emberger Consulting was a key player in the success of our website redesign,” says Moyer. “They initiated the vision and ensured cohesive and timely execution. Hitting the refresh button on our brand has had ripple effects across the business, from spurring significant revenue growth to exciting and aligning our team on what we do.”

“Hitting the refresh button on our brand has had ripple effects across the business, from spurring significant revenue growth to exciting and aligning our team on what we do” says Moyer.