Designing a Government Talent Platform: Branding, UI, and Mobile App Journey

Preface

Employer brand business is a customized recruitment service that creates recruitment solutions for large client enterprises based on their brand characteristics and hiring needs.

Design Value of Employer Brand Business

Build brand system – integrate the brand into all design aspects to form a closed loop.

Define design style – translate brand tone into deliverables that align with client expectations.

Convey target information – efficiently deliver page information to the audience.

Enhance audience experience – consider both client and user, improving matching efficiency.

Project Background

In December 2020, 58.com signed a strategic cooperation agreement with the People's Government of Datong City, entering Datong Transformation Huizhi Innovation City to fully deliver the overall operation platform.

Guided by the policy “Everything for transformation, everything serves transformation, building a new highland for transformation talent”, the project aims to build a management and operation cloud platform for “Recruit·Train·Employ·Create” using digital and information means, exploring an “Internet + talent” model to support online and offline services and improve government service efficiency.

Project Goals

The Datong Huizhi Talent Network is an all‑scene, one‑stop management and operation platform for students, supporting application, selection, residency, life, learning, employment, and entrepreneurship, delivering an intelligent service experience for the innovation city and its users.

Design Evolution

From project start, designers were involved in every process, from deep requirement communication to walkthroughs and data feedback, ensuring design thinking stayed aligned with the “service transformation” concept.

The platform requires “intelligence”, “talent attraction”, “digital management”, “Internet + talent” exploration, and “government service”.

Design Process

Deep communication with business to understand project characteristics.

Define project tone and embed design language.

Establish color system through color analysis.

Design Principles

Reflect corporate brand value.

Align style with government corporate culture.

Visually highlight government project characteristics.

Promote across multiple platforms and channels.

Based on government attributes, the primary colors chosen are blue and gold, delivering a stable, grand, and recognizable visual identity.

Design Deliverables

1. Data Dashboard

Designed on 15 December 2020, the visual dashboard motivates job seekers and showcases the achievements of Huizhi City.

2. Portal Main Site

Launched on 1 May 2021, the portal serves as the external face of the innovation city, promoting “recruitment, talent attraction” and supporting Datong’s transformation strategy.

3. APP 1.0

Released on 22 June 2021, the app targets graduating students residing in the innovation city, providing policy news, job applications, online training, entrepreneurship information, and more.

4. LOGO

Completed on 4 August 2021, the logo combines the letters “D” and “T” to represent “Datong” and “Talent”, conveying a simple yet authoritative identity.

5. APP 2.0

Released on 8 September 2021, APP 2.0 adds attendance clock‑in and activity sign‑in features, enabling students to clock in via selfie and allowing organizers to track offline event attendance.

Conclusion

The project spanned nearly a year, delivering a comprehensive platform through close client communication and iterative design, resulting in a satisfactory solution that meets both government and user needs.