In an industry dominated by towering giants, RiseSmart needed to wedge their main differentiators, highlight their unique technology and elevate their brand awareness with a national business audience. But when your competitors all work in the same line, how can you develop a louder voice?
How we got there
Amplifying RiseSmart’s key differentiators was crucial in increasing their share of voice in the outplacement and career transition market. The first step was to get the lay of the land. After executing a comprehensive competitor analysis, SSPR helped RiseSmart revamp their website messaging and create an aggressive three-pronged communications strategy including media relations, blog management and social media.
SSPR developed compelling pitch messaging to target national business and HR publications, highlighting the core challenges of severance packages, layoffs and career transitions. The team also positioned RiseSmart as a leader in workforce management.
With this approach, SSPR showcased why an outplacement offering is more beneficial for exiting employees than a severance package.
The SSPR team also monitored breaking industry news and offered RiseSmart’s leadership team to comment on evolving trends within HR: contingent and gig workers, the implementation of AI, machine learning and automation, and the impact retail brick & mortar closures have on employment and the economy. By publishing twice weekly blogs and curating social posts from industry content, RiseSmart was established as an expert in the industry.
Within the first nine months of working together, SSPR secured 12 pieces of national coverage for RiseSmart, including Fast Company, Inc., VentureBeat and Forbes. Website traffic from RiseSmart’s Twitter page is up 257%, new users have increased 51% as a result of blog management and LinkedIn following has grown by almost 15%.