Recruiting creative and a headshot library for a health insurance agency hiring at volume.
Recruiting is lead generation with a different form on the end. The agency needed applicants, and generic hiring posts written like classified ads were pulling the wrong people, or nobody at all.
We produced a clean headshot library so the team looks like somewhere worth working, then built recruiting creative that leads with the offer: the pay range, the schedule, the bonuses, and one clear next step. The same discipline we use on lead gen ads, pointed at hiring.
The sequence this project actually ran through.
We read the existing presence the way a buyer does, then work through the companies they are being compared against and note what each one leads with.
Sitemap and page order first, argued on paper. What has to be visible before the fold, what earns its place below it, and where the single action lives.
Type, colour and components built as a system rather than page by page, so every later page inherits it instead of being redrawn.
Hand built, then checked at every breakpoint, on real devices, against Lighthouse, with the forms and tracking tested end to end.
Redirects mapped, Search Console and analytics wired before the switch, and the first weeks watched so early behaviour informs the next change.
Before any creative ran, Hosken Health needed something to run under. The interlocked double H was drawn by hand first, then rebuilt as vector on the computer: two H's sharing one spine, cut so the counters read as arrows moving in and out. One orange, one black, and it survives at favicon size.
Hand drawn, then illustrated. The mark sits on everything the campaign touches: the site, the ads, the headshot frames, the quote flow.
The ad states the numbers up front. Vague hiring posts get scrolled past; specific ones get applications from people who already qualify.
↓Scroll inside the window to read the whole page.
The recruiting creative brings people in. This is where they land. A quote form sits beside the headline rather than at the bottom of the page, the carrier logos and the founder appear before anything is asked of the visitor, and the proof band carries families served, the Google rating, annual client savings, and the licence count.
Recruiting creative that lands somewhere worth landing.
Figures are Hosken Health's own, published on the site.
The site is running in production today and the recruiting creative feeds it.
