Bospar Empowers London-based HRtech Company to Leapfrog Competitors’ SOV
SHL is a B2B company that transforms businesses by leveraging the power of people, science and technology. Its unrivaled, scientifically backed workforce data and highly validated talent solutions provide organizations with the insights to optimally leverage their people’s potential and maximize business outcomes. The company equips recruiters and leaders with people insights at an organization, team and individual level, accelerating growth, decision-making and talent mobility and inspiring an inclusive culture that supports game-changing agility.
Challenge
But there are a lot of HRtech companies in the marketplace, and the London-based client wanted to collaborate with a publicity firm that could act as a strategic communications consultant to get earned media to increase its brand visibility in the U.S., clearly differentiate it from competitors and position SHL as a leading platform in talent insights. Inspired by the public relations success we had delivered for HR clients, the company called on Bospar.
The client explained its desire to both increase its U.S. earned media coverage and improve its share of voice (SOV) to rank to overcome its competitors, while spotlighting key market messaging surrounding talent intelligence across key trade and top-tier publications.
Strategy
Bospar created a strategic PR program focused on building and amplifying thought leadership across the company’s core messaging pillars: hiring, talent intelligence and the future of work.
The program included press release creation and pitching, PR outreach initiatives anchored in the client’s proprietary research, an analyst relations initiative as well as timely newsjacking to insert the company into high-impact media conversations related to skills and key HR trends.
Our PR agency designed a strategic content and media relations campaign to raise the client’s visibility in top-tier, business and trade media. The media relations agency built a robust thought leadership platform to spotlight the client’s perspective on work trends including hiring patterns, emerging skills, DEI, AI’s role in talent management, interview practices and employee retention. One of our latest thought leadership angles, which enabled our PR professionals to secure coverage in Forbes, was on the psychological impact of CEO’s flexing AI use. Our PR agency also closely monitors media and responds quickly to breaking news, crafting commentary and research into compelling quotes and pitches that we share with reporters to position the brand as a go-to expert. Additionally, our PR pros launched an industry analyst relations program to ensure the client’s inclusion in key industry reports.
Campaign Results
With our latest thought leadership angle securing coverage in Fortune (Sharon Goldman reporting), this Bospar HRtech client is now a go-to source for top-tier reporters at outlets like Forbes (Bryan Robinson reporting), Silicon Republic (Laura Varley reporting) and Employee Benefit News (Lee Hafner reporting), which now regularly seek out this client’s commentary.
Bospar empowered the client to increase its SOV by over 100%, surpassing the share of voice of four of its key competitors. We helped the client build a relationship with top HRtech analyst Josh Bersin. And – due to the client’s compelling data-driven insights, forward-thinking leaders and Bospar’s PR prowess, media contacts and politely pushy approach – this client has become a leading voice for matters related to skills and other HR matters for U.S. media outlets.
“Bospar has provided a really great cadence, really strong representation in the outlets that matter across priority topics.”
— Julia Landon, head of communications and PR, SHL
