To solve this problem and pull ahead we needed to start by changing attitudes to rabota.ua. But how do you come across as unique when you’re offering a service that isn’t at all unique? So we looked at what work means to Ukrainians. We discovered that for most people work is a vital part of life. And if work is life, then why waste your life in a job you hate? This question became the basis of the new rabota.ua branding strategy.