- Case Study -
HR STAFFING AGENCY
A startup HR staffing company came to Next PR to differentiate its services from legacy players while aiming to increase customer and employee acquisition.
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THE CHALLENGE
While this HR company was known in its local market, it had limited clients outside its region and received few inbound client inquiries. Next PR needed to increase the company’s national and industry brand awareness to grow its presence and drive new customers.
HOW WE GOT THERE
The company was looking to increase its national presence to generate more leads and highlight its workforce development expertise. Next PR built a strategy that married earned and paid media to highlight the company and its leadership as subject matter experts with deep HR industry knowledge.
The Next PR team targeted a mix of national and HR trade media to position the company in front of decision-makers hiring an outside recruitment firm.
To support its earned media strategy, Next PR tracked trending stories impacting companies and candidates, such as workplace culture, the hybrid workforce and the looming recession. By gaining a solid understanding of the CEO’s voice – coupled with quick internal review from the client – Next PR maximized the company’s earned media program by inserting its experts into trending rapid response opportunities.
The strong partnership and regular communication allowed the team to quickly pivot based on trends in the news, securing commentary opportunities in national, top-tier media and HR publications.
Through a paid media program, the Next PR team built the company CEO’s profile on Forbes Council, publishing bylines that were more promotional of the company and its offerings than traditional earned media opportunities. The team proactively identified commentary opportunities with Forbes Council that closely aligned with the company’s goals, garnering inclusion in roundups on leadership and workforce development topics.
Bylines and panel coverage through Forbes Council established the CEO as a credible thought leader to an audience of executives and decision-makers.
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Earned Media Placements
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Of Coverage Contained Backlinks
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Increase in LinkedIn Followers
THE RESULTS
At the start of the partnership, the company had not received earned media coverage since its inception two years prior. After nine months of working with Next PR, the company built its brand awareness and established credibility among HR and recruiting audiences through 16 top-tier media placements, 11 bylines from company thought leaders and ten HR trade publication articles.
By closely monitoring HR and workplace trends, Next PR’s targeted and timely media outreach resulted in placements in outlets including The Business Journals, Forbes Advisor, International Business Times and GoBankingRates. Next PR elevated company leaders into industry experts and increased awareness for the emerging HR company.
Through Next PR’s relationship building with reporters, it began receiving proactive requests for the company’s quick commentary on trending HR topics, a true measurement of a successful PR program.