CHALLENGE
The pandemic upended our original demand generation plans. We had designed a campaign focused on Recruiting, but as COVID-19 reshaped the workplace, hiring freezes and retention concerns took center stage. With no time to create a new report from scratch, we needed a fast, strategic pivot—delivering high-value content that addressed immediate HR challenges while keeping our audience engaged.
SECRET INGREDIENT
I jumped in head first to lead the rapid development of this trends report as a stop-gap measure, repositioning our messaging to reflect the urgent concerns of HR leaders. By aggregating existing research, emerging workforce data, and industry insights, I crafted a compelling, forward-looking narrative on the key trends shaping HR in a post-pandemic world. The report struck a balance between agility and authority, allowing us to maintain thought leadership even as we retooled our long-term content strategy.
What started as a temporary solution became a major success. The report drove significant engagement, reinforcing credibility and influence in the HR space. Its impact was so strong that we made it a cornerstone of our annual content strategy, launching a new Trends Report series that continues to guide HR leaders through evolving workforce challenges. This project exemplifies how adaptability in content strategy can turn unexpected challenges into long-term opportunities.
Responsibilities:
Content strategy, copywriting, messaging, research and data.
Ready to kick cookie-cutter to the curb?
NO IDEA IS TOO PIE IN THE SKY
Get sharp, relatable content that converts. I do all the heavy mixing, and you sit back and enjoy your sweet, sweet results. Who says you can't have your cake and eat it, too?