Client: Chartered Institute of Personnel and Development
Working together since: 2012
The requirement: Transform the CIPD’s monthly member magazine People Management, nurturing a brand that gives HR professionals genuinely useful, practical advice and broader, strategic knowledge, as well as establishing a great place for advertisers to be.
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.
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, it relentlessly chases the news agenda, breaking exclusives in 2017 concerning Brexit and the apprenticeship levy, among others, and launching a new podcast in early 2018 that took its magazine-style values into a completely new medium.
The term ‘HR magazine’ is now banned in the People Management office, as anything within the world of work forms part of its territory. This will culminate in this year’s Festival of Work: a huge conference and exhibition blending HR-related content with a compelling look at the future of work.
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%). Daily newsletter subscribers have grown to 192,000. And the revenue raised from content marketing activity on behalf of clients has more than doubled in two years.