ADP debuts 'Always Designing for People' rebrand
- In time for ADP's 70th year in business, the HR management services company will announce a global rebrand at SXSW in Austin this morning. A new design, complete with bespoke font, updated colors and AI-inspired design elements, will go live on ADP's website today, ADP CMO Lorraine Barber-Miller told HR Dive in an interview. As ADP develops changes to its suite of services in the coming months, the new tagline "Always Designing for People" will be a guiding light for the company, Barber-Miller said, noting that ADP's rebrand will allow the company to further its mission to help employers "work smarter, embrace new challenges and unleash their talent."
- Concurrently with its new branding, ADP will roll out a multimedia marketing campaign that asks the question: What are you working for? "We believe people are working for more than just what they do, but for something greater for themselves and for others," Barber-Miller said. "That's really where the future of work is going."
- With more than 17% market share in the employer services industry, according to CSIMarket, ADP's platform has a far-reaching impact on HR professionals' work.
While ADP has yet to announce any updates or additions to its services, the new design-focused aesthetic, people-centric tagline and marketing campaign implicate its commitment to emerging tech and personalized messaging — two focuses that loom large for HR professionals. ADP approaches its services with a user-centric and mobile-first mindset, as indicated by recent partnerships with Slack and Facebook.
ADP's refresh is yet another sign that the process side of HR is undergoing a transformation; the majority of full-time employees want and expect self-serve access to payroll, benefits and other HR info, a Paychex study from 2018 found, and providers are shifting their offerings to reflect that desire. HR professionals who use ADP to manage payroll and other HR processes should also watch for further changes in the next few months, Barber-Miller said.
The rebrand also demonstrates ADP's belief in the power of employer branding to engage workforces. Late last year, ADP spoke with HR Dive about its Life @ Work program, which provides ADP employees with networking and training opportunities with the hope that they'll become brand ambassadors. "Participation is voluntary," Liz Gelb-O'Connor, VP, global head employer brand & marketing at ADP, previously told HR Dive in an email. "This is just one way in which ADP inspires brand advocacy in our workforce."