Background
In Finland, it's common for B2B companies to present their employees to prospective clients during negotiations. For example, a cleaning agency will include a list of their staff along with their resumes as part of a business proposal to a building management company. This allows the prospective client to assess each employee and even select individual cleaners for specific tasks.

This practice works across all industries, be it marketing, operations or food catering. It fosters confidence, transparency and allows companies to hire the right talent for the job.  

The Problem
SMEs are finding it difficult to update and maintain employee profiles and resumes, especially when there are hundreds of them. Current methods are often done manually, making it a neverending tug-of-war between employees and HR. Not only are existing systems time-consuming, disorganized, resource intensive and outdated, poor presentation of employees often lead to a loss of confidence and ultimately, a failed business deal.

The Solution
As a SAAS platform, LookPro aims to streamline and automate the entire process. From on-boarding new employees to keeping profiles and cvs up-to-date, companies can professionally showcase their talents with a click. This instantly reduces costs, energy and resources, while increasing business opportunities.

The Job
To get the word out, LookPro needed a website. I was tasked to create the entire content structure and communicate key messages.

To do this, I spoke with several stakeholders including the project owner and his team, the HR lead of a property management company and a employee of a cleaning agency. I also had a stack of surveys taken from a group of young professionals from different industries.

Since I was targeting HR managers and business owners, it was important to show how this service benefited them directly by highlighting the benefits e.g. reduced workload, automated processes, cost-saving, etc. I also wanted companies to signup to the pilot program so it was important to pique their interest with information gap.

Finally, the site is grouped into four main sections:

1. How it works - with a video explaining the problems HR departments are facing and how the platform helps them.
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2. The features - how employee profiles are auto-updated and synced with Linkedin, plus the various sharing options available.
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3. Sample Profiles - a gallery of beautifully designed resumes and the available templates that's user-friendly and fast to create.
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4. And Case studies - how LookPro has positively impacted companies, featuring Ametro Oy, a cleaning agency and one of the companies selected from the pilot program.

I kept my copy purposeful and succinct. And although tone and voice needed to be direct and business professional, I made it a point to keep things light as I wanted to bring some casualness to this traditional and 'non-sexy' industry.

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