Opportunity
The increasingly dynamic workplace is widening the gap between employers and employees. To lead the conversation in narrowing this gap, the Society of Human Resource Management (SHRM) needed to know the people who are a part of it, the HR professionals, rather than selling solutions. The initial request was to translate eight distinct audiences into up to 40 unique personas and journeys.
Insight:
Rather than painting a picture of SHRM’s audience members through general persona types, Yes& found that defining these individuals by their need states would best reveal the motivations that power their decision-making and behaviors.
Solution
Research found the people: We began by surveying 2,111 individuals, conducting 68 one-on-one interviews, and 39 ethnographic studies to create 24 personas across 8 audience segments. This was transformed into 45 unique needs-based journey maps.
Paid Media captured the people: Using our research, we mapped SHRM’s priority products to our audiences’ different needs, focusing on iterative message testing, channel and content optimization to meet audiences where they are and identify top revenue-driving opportunities.
Organic socials brought the people together: Yes& positioned SHRM as the thought leaders of the HR profession to strengthen the association’s brand platform and assert the group as an all-encompassing, credible voice for HR professionals.
THE RESULTS
355% ROAS and $7.35 million
in revenue over a five-month media campaign.
Maintaining a 7% engagement rate on LinkedIn—
a 64.9% increase year over year, well above LinkedIn benchmarks for pages at SHRM’s scale.
