Unicorn HRO provides fully integrated human resources solutions that empower organizations to do business with greater employee engagement and efficiency. The company’s HRIS technology platform offers a centralized system to manage all aspects of human resources, from recruitment and onboarding to payroll, benefits administration, training and employee self-service.
Unicorn HRO is in a highly competitive market with many national and regional providers. The sales cycle for its products and services can be complex, primarily because HR automation intersects with many business-critical activities such as payroll, healthcare benefits, government regulations, etc. To guide clients and educate on the process of selecting an HRIS provider, Springboard recommended a content strategy that included the development of e-books, white papers and case studies.
Aligning the content strategy with HR-related business challenges, Springboard collaborated with Unicorn HRO to develop an editorial calendar. Additionally, Springboard implemented a PR campaign to secure articles in industry/trade publications.
Within three months, Springboard created several e-books on the topics of HR automation, selecting an HRIS, and developing a strategic approach to benefits administration and retirement planning. This branded content is displayed on Unicorn HRO’s website and utilized with Pardot, a marketing automation tool, to nurture leads in their sales pipeline.
Additionally, through the PR campaign, Springboard secured several media opportunities, including an article on HR.com, that provide inbound links to Unicorn HRO’s e-books.
“It was our goal in 2016 to increase our brand recognition in an industry that is flooded with similar providers. The team at Springboard not only developed a plan to get our name out there, but every project they have executed so far has exceeded our expectations. I am glad to say that all the hard work has paid off! We have noticed a significant increase in web traffic and have the beginning of an educational, marketable, and interesting content library for our current and prospective clients.”
Janette Mochnacz, Director of Marketing, Unicorn HRO