WorldatWork: Thought Leadership on Critical Issue of Pay Equity
WorldatWork is a professional not-for-profit association for Human Resources professionals who focus on Total Rewards, a global movement to ensure the workforce is treated fairly and equitably. Company B was brought on shortly after new management wanted to refocus the brand story towards the most pressing HR issues today.
Branding, Public Relations & Social Media
Goal: Drive awareness of WorldatWork as an agenda-setter and standard-bearer in the field of Total Rewards
Approach: Insert WorldatWork into breaking HR news with subject matter experts and a vast trove of data; and make WorldatWork conferences and symposiums into events where news is made.
Results: Focusing on Pay Equity, we generated attention with two keys studies on the issue, drew press to a pay equity symposium featuring US Women’s Soccer star, Megan Rapinoe. We secured stories in Bloomberg, The Wall Street Journal, and leading HR publications, and bylines in impactful trade publications. Additionally, we developed the social media strategy and managed the conversation during the organization’s global conference. The important dialog continues as WorldatWork’s CEO takes the dais to keynote major conferences.
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