Engaging with HR Directors
A focused campaign on closing gender pay gaps was carried out for Parent & Professional, enabling it to develop the content and media presence needed to engage with senior HR professionals.
THE BRIEF
After winning several high-profile projects with well-known brands and successfully building its business through word-of-mouth referrals, Parent & Professional decided it was time to reach a wider audience.
In particular, Parent & Professional wanted to start focusing its blog on issues of concern to a more senior HR Director audience and reuse the content to establish a media presence across the key HR media read by this audience.
Benicate was tasked with identifying an issue that it could champion thinking on and producing a thought-leadership report, case study and associated blogs and press articles.
To optimise budget, content developed for the blog and media was to be reused in marketing activities.
THE SOLUTION
Benicate worked with the company co-founders to identify a topical issue, in the form of gender pay gap reporting, where it’s maternity and flexible working coaching had already been proven to be generating positive results for employers keen to address this issue.
A case study about how one of its customers, UCL, had been proactively removing the barriers to career progression that can affect women in particular once they start a family, was written up and approved for use in the report and associated media work.
The report itself was written to provide both strong opinion and practical advice on what employers need to do differently going forward. As well as producing the copy, Benicate oversaw the entire design process, from appointing and briefing a designer to helping to create the final look of the report.
THE RESULTS
The report ‘Closing the Gender Pay Gap’ was launched the day before the second round of gender pay gap reporting with two articles placed in HR Magazine and a newsletter produced to drive existing customers and prospects to download the report.
Thinking and the case study from the report was then used to produce a further in-depth press article in TheHRDirector, helping Parent & Professional to own thinking on a key employment issue. So much content was generated it enabled Parent & Professional to create a new ‘our thinking’ section on its website to showcase all its thought-leadership.
“Within just a few months Benicate had given us a media presence and generated a fantastic thought-leadership report for us to connect with a much more senior audience. I can throughly recommend Kathryn for her professionalism and expertise.”
Helen Letchfield, Co-founder, Parent & Professional