Putting the humanity in human resources
Client: Chartered Institute of Personnel and Development (CIPD)
Working together since: 2012
The requirement: Transform the CIPD’s monthly member magazine People Management into a multi-channel brand that gives HR professionals genuinely useful, practical advice and broader, strategic knowledge. And, more recently, to produce engaging live and virtual events for the CIPD.
When research revealed that readers found the CIPD’s existing member magazine dry and academic, we set out to overhaul People Management from top to bottom. The new publication would be hard-hitting and relevant, engaging with its youthful – predominantly female – audience by meshing the visual cues and accessibility of women’s weeklies such as Grazia with the clarity and edge of popular business magazines, such as BusinessWeek and HBR. We also prioritised People Management’s online presence to make it a go-to destination for HR professionals.
In print, People Management brings issues such as #MeToo and gender pay to life with an attention-grabbing visual style that gets straight to the heart of the story. Online, we have honed People Management’s strategy with a relentless focus on original digital journalism and a desire to get behind the big stories. We also produced a People Management podcast that took its magazine-style values into a completely new medium.
The team has pioneered the development of a quarterly thought leadership title, Work. magazine, to offer greater member benefits to CIPD Chartered Fellows. Work. is a deliberately intelligent and artfully produced title and itself a multiple award winner.
We now offer a suite of content marketing products from white papers to virtual reality roundtable discussions across the CIPD portfolio. This allows us to open up new audiences for the CIPD that they previously could not connect with, and ultimately increase revenue.
Due to the success of the magazine and website, we were asked to manage the CIPD’s events, including its Annual Conference, as well as a range of one-day conferences and awards. We also launched the Festival of Work for the CIPD, which debuted at London’s Olympia in 2019 and immediately became the largest HR-related event in the UK.
We have reacted quickly to the shift to digital events. In June 2020, with a six-week turnaround, we migrated the Festival of Work to a virtual event.
The most recent reader survey recorded rises for the fifth consecutive year in the number of readers who took action as a result of an article, and the proportion who believe People Management to be authoritative (88%), accessible (87%) and insightful (89%).
The daily newsletter is received by more than 125,000 people. Online, the number of average monthly users has doubled in five years to reach around 250,000 and page views are up around 60% over the same period.
People Management continues to pick up a range of awards for the quality of its content, being honoured multiple times by the PPA, BSME and Towers Watson.
Our virtual Festival of Work won the ABPCO award for Best Conference by an agency.
The revenue raised from content marketing activity on behalf of our clients has more than doubled in two years.
It is all evidence of a partnership approach that sees us innovate in tandem with the CIPD – with member benefit and mutual commercial gain at the heart of the conversation, and our world-beating content and commercial expertise at the full disposal of the CIPD and its members.