Opportunity
SHRM had a massive LinkedIn following and a content strategy built around product promotion. The opportunity was to meet their audience differently — as practitioners, not prospects. By centering content on the people who power the profession, Yes& cultivated an active, engaged community that shows up for SHRM consistently, not just at registration time.
Insight:
The biggest lever wasn’t more content. It was more relevant content that adds value and encourages action.
Solution
Yes& rebuilt SHRM’s social content strategy around the people who make HR work — centering practitioner voices & subject matter experts, community-driven formats, and consistent engagement over broadcast volume. By prioritizing carousels, short form videos, live event coverage, reducing post frequency without sacrificing quality, and humanizing the brand through their executive presence, the strategy transformed SHRM’s social presence (primarily LinkedIn) into a destination rather than a bulletin board.
THE RESULTS
7%
engagement rate on LinkedIn— a 64.9% increase year over year, well above LinkedIn benchmarks for pages at SHRM’s scale
50k
new LinkedIn followers in 7 months, growing SHRM’s audience to over 1.1 million
Client Testimonial
“You all are giving us a level of service and partnership that we’ve never seen before from an agency. You’re providing us with the ‘big strategy’ and ability to see around corners as well as the things that might seem small [but go a long way]. We really appreciate it.”
- SHRM
