Tandym
A CEO’s Positioning Playbook for Success
“The first call I made was to ZOOM. It provides the strategic and the tactical roadmap for me as a CEO to say, ‘Hey, Byrne when you wake up in the morning, focus on getting these things done.’ That’s the path to success.”
Reason to Reposition
Finding the Art of the Possible
Byrne Mulrooney is no stranger to leading companies in the field of human resources, nor is he a stranger to ZOOM having positioned with the agency four times. When Byrne joined Tandym as their new CEO, ZOOM was his first call.
His biggest challenge was figuring out how to leverage the strengths of the organization and find a path forward for meaningful growth. With a heritage as a general staffing agency and new opportunities with AI, Tandym was ready for a new approach to match hiring organizations with the right talent in a new era. The question was: How do we maintain our great reputation as a people-focused business while adding artificial intelligence to deliver better, faster results?
Positioning Breakthrough
Creative Campaign: People and AI working in Tandem
Tandym could now imagine how they could bring their story to the world.
This standout campaign resonated deeply with Tandym clients, prospects, and market experts alike. Garnering a remarkable 92% approval rating, it’s not just a clever play on words—it’s a brilliant nod to the company's very name, as CEO Byrne Mulrooney noted. “The combination of our human-centered approach and AI-assisted insights working in tandem was a home run across the board,” he explained. This message captures Tandym’s essence: prioritizing people while leveraging cutting-edge technology to create lasting connections and deliver exceptional value for both candidates and clients.
Aligning Mission with Innovation
Tandym needed to find the common thread across its three different markets: healthcare, technology and business professionals. How do people leaders and hiring managers in each sector think about the addition of AI in a very personal and nuanced activity such as hiring?
The Point That Matters: “Our human-centered approach and AI-assisted insights work in tandem for client success.”
We found a breakthrough idea to play off of Tandym’s name and show how they uniquely bring people and AI together, working in “tandem.”
This breakthrough statement achieved a whopping average of 95% really likes or likes from Tandym clients, prospects and market advisors. The statement is clear, memorable and taps into the market’s need for the human craft of getting to know a candidate and finding the right match. Combined with the power of AI, it strikes a great balance between human decision-making and the advantages of AI and data—moving faster and getting ahead in the highly competitive talent race.
Further, this position provides an aspirational story and roadmap for how Tandym can deliver on AI-assisted insights with the capabilities customers and prospects can imagine, including: a data-driven co-pilot, new talent pools, market dynamics data, a candidate portal with chatbot, personality and skills assessments, targeted candidate questions and more.
Honoring the Past, Shaping the Future
A Team Aligned Around a New Identity that Blends Legacy with Innovation
Tandym's new positioning immediately resonated with both the board and the team. The thoroughness of the narrative and its forward-looking perspective captured the company’s decades-strong culture, especially its people-first philosophy. This blend of honoring the past while integrating new technology deeply connected with employees, who felt the new story reflected the best of what Tandym has always stood for. It signaled a shared understanding of who they are and how they’ll continue to evolve.
Business Results
Alignment Toward Innovation
We can’t wait to see Tandym’s growth over the coming quarters. Here’s a summary of their positioning success so far:
Go-Forward Confidence for the Team: The entire team feels grounded in who they are with a clear vision for how technology enhances the company’s mission.
Refined Product Roadmap: Insight from customers and prospects inform a roadmap that drives confidence with mission-driven clients.
CEO Champion for Positioning: Strong leadership buy-in, ensuring the positioning aligns with and builds on a strong culture that fosters growth.
Market Insights
Leading with Authenticity and Vision
Data-Driven Win
Our human-centered approach and AI-assisted insights work in tandem for client success
95% of customers and prospects really liked or liked this statement
“I like that their human-centered approach, industry expertise and partnership is in there, while they have the technology stack behind them to supplement it.” - Prospect
Comparative Concept
You get the benefit of our longevity in your industry and the speed of a proven AI-enabled tech stack
29% of customers and prospects really liked or liked this statement
“How would you be great in every industry? Plus, AI has been around for 15 minutes. It’s a bold claim.” -Prospect
Why words matter:
It’s important that the differentiation is clear, memorable and speaks to the human craft of hiring
Striking a great balance between human decision-making, as well as the advantages of AI and data, means customers can get ahead in the highly competitive talent race
The right words spark imagination around the specific capabilities Tandym can deliver on AI-assisted insights to make customers smarter and faster
Overly bold claims veer too far from Tandym’s valued personality as a people-focused partner
A Roadmap to Success
“The ZOOM process allows you to sift through various points of data, offering insights and recommendations that drive quick decision-making.”
The ZOOM process has been transformative for Byrne, who has engaged with it multiple times. He appreciates how ZOOM harnesses the organization's strengths while simultaneously aligning them with future market trends. "The ZOOM process allows you to sift through various points of data, offering insights and recommendations that drive quick decision-making," he notes. Byrne’s experience illustrates how ZOOM provided him with a strategic and tactical roadmap, enabling him to focus on critical elements that enhance service delivery and ultimately free up time to better serve candidates and clients. "For a CEO, that’s the path to success," he asserts, reinforcing the value of the collaborative process in achieving organizational goals.