Sapia: a brand narrative for a fast-growing AI company
Scaling
Sapia is the creator of an AI-powered chatbot that makes it quicker and easier for service-focused brands to find and hire the right talent. The tool also puts an end to the ghosting of candidates — allowing the brands that use it to treat their candidates with as much care as they treat their customers.
The problem:
a need for language that better resonates with potential clients
Sapia is rightly proud of its innovative technology. So in many of its communications, the company had tended to foreground its AI.
But to fulfil its ambitious plans for growth, Sapia had to change the way it talked about itself. Specifically, it needed brand language that:
Better speaks to the concerns of its target buyer: the progressive Chief HR Officer for a brand where excellent customer service is a non-negotiable
Dials back on tech talk — to foreground the benefits of their product rather than its AI credentials
Differentiates Sapia from competitors by talking about the excellent candidate experience their product allows brands to offer
Does all this in a tone of voice that’s warm, friendly and full of heart
The solution:
tune into the language of the progressive CHRO
— and the people they hire
From conversations with Sapia — and our own research into how progressive Chief HR Officers talk about their challenges — we identified several themes:
The progressive CHRO is obsessed with building a sense of belonging at their firm — they want to create a culture where people feel they can be their true selves.
These CHROs want to attract people who can promote their brand by making a big difference to their customers.
Candidates want a hiring process that makes them feel seen — and progressive CHROs want to give them that feeling.
The outcome:
words that speak to the heart and mind of the target buyer
We created a brand narrative for Sapia that the company now uses in all its conversations with clients.
The framework included a What we do statement and a Why we do it statement, plus longer-form text elaborating on the two.
The what statement
Sapia.ai brings you the people who belong with your brand.
Every word in this statement has been chosen to resonate with Sapia’s target buyer. For example, in our research, we discovered that belonging is one of their watchwords. It’s a word that captures Sapia’s ability to offer its buyer:
a chance to build a diverse and inclusive culture where people feel they belong
cash and efficiency savings from increased employee retention, because people are more likely to stay if they belong
the ability to create a sense of belonging before people start, by putting an end to ghosting and treating candidates with dignity and respect
a simple way to find the people who’ll best represent the brand
The why statement
Sapia.ai. See the potential in everyone.
Again, every word has earned its place here. Everyone captures how Sapia’s product allows hirers to cast the net wide by offering an interview to anyone interested in the job.
The statement also speaks to both the recruiter’s ability to see potential and the candidate’s longing to feel seen. These messages were the top line expression of a longer-form narrative that is now being used across Sapia’s communications with potential buyers.
“Huge thanks for doing the most amazing work and for being there every step of the way. I can't recommend you highly enough and, in fact, I will recommend you to the WORLD.”
Barb Hyman, Founder & CEO, Sapia.ai
