Touchstone Communications
From Scattered Posts to a Structured Brand
Touchstone Communications is a BPO and HR solutions company serving both US enterprise clients and Pakistan’s growing talent market.
Beyond its visibility and leads gap in the US Market, Touchstone wanted to be recognized as an employer of choice, the kind of company Pakistan’s youth actively seek out.
The Challenge
One Brand, Two Audiences, No System and structure
Touchstone needed a presence that could:
Establish a consistent, recognizable brand identity across every platform, starting with the website itself. Replace a legacy website structure that wasn’t built for search visibility or content growth. Speak two distinct languages, to US enterprise decision-makers on the business side, and to young jobseekers across Pakistan on the HR side. Move from generic, haphazard posting to an organized, repeatable content system. Position Touchstone as an employer of choice, not just a service vendor.
The challenge wasn’t just visibility, it was rebuilding the foundation itself, then building a brand structure disciplined enough to support two very different audiences on top of it.
Our Approach
Foundation First, Then Structure, Then Story
Before any content strategy could work, Touchstone’s own website needed to work harder. We started by revamping the site from the ground up, moving off an old legacy structure onto a new, SEO friendly architecture designed to support long term organic growth.
With that foundation in place, we built a complete communication strategy for both the HR and US business sides of Touchstone, identifying the core USPs each audience needed to hear and defining separate content pillars for HR (culture, career growth, employer identity) and business (capability, outcomes, credibility). Only then did we move to storytelling: highlighting real employees and everyday culture to turn the workforce itself into brand ambassadors.
Execution Strategy
Built for the Platform, Not Just the Brand
- Defined distinct content pillars for HR communication and US business communication.
- Focused Meta content around reels, short, native feeling video built for reach.
- Built LinkedIn content around carousels, structured, scroll stopping formats suited to a professional audience.
- Centered HR content on employees and culture to build authentic brand ambassadors.
- Replaced ad hoc posting with an organized content development and promotion calendar.
- Layered in lead generation and paid advertising to convert visibility into pipeline.
- Rebuilt the website on a new SEO friendly layout, replacing the old legacy structure.
- Revamped the services and industries architecture for clearer navigation and stronger search relevance.
- Introduced a blog structure to support ongoing organic content and search growth.
Impact & Results
Engagement That Multiplied
BPO LinkedIn engagement rate climbed to 18.8%, more than doubling quarter over quarter (+123.8%), while HR content interactions across Meta platforms grew over 80% in the same period.
Explosive Reach Growth
Combined impressions across LinkedIn, Facebook, and Instagram up 35.2% for the BPO side and 25.0% for HR, quarter over quarter.
Consistent Audience Growth
Combined new followers grew exponentially, HR LinkedIn followers up 15.6%, BPO followers up 46.9%.
Employer Brand Visibility, at Scale
Facebook views for Life@Touchstone HR content up 71.9% quarter over quarter, putting Touchstone’s employer story in front of a rapidly growing audience of young Pakistani jobseekers.
A Website Built to Grow
Replaced Touchstone’s legacy site with a new SEO friendly structure, including a revamped services and industries architecture and a new blog framework built for ongoing organic visibility.
What We Actually Did
Brand Identity & Strategy
Defined the visual and verbal identity Touchstone would carry across every platform and audience.
Website Development and SEO Revamp
Rebuilt the site from a legacy structure into a modern, SEO friendly layout, including a revamped content, services and industries architecture and a new blog framework.
Content Pillar Framework
Built separate, purpose-built communication pillars for HR (culture, career, belonging) and business (capability, credibility, results).
Platform-Native Content Systems
Reels for Meta, carousels for LinkedIn. Content built for how each platform is actually consumed, not repurposed across all platforms including a new platform for Touchstone, Tiktok.
Employee & Culture Storytelling
Shifted the HR narrative from corporate messaging to real employees, turning the workforce into visible brand ambassadors.
Lead Generation & Advertising
Paired organic strategy with targeted paid support to convert visibility into qualified pipeline.
Key Takeaway
The Foundation Determines the Ceiling
Touchstone’s transformation didn’t start with a viral post. It started with a website that could actually support growth. By rebuilding the foundation first, then defining clear pillars, platform native formats, and a consistent identity, Unboxed turned Touchstone’s entire digital presence, from search to social, into a structured system capable of speaking to two audiences at once, and proving it, quarter over quarter