Beyond, an online career network of more than 40 million members, engaged BG to execute a public relations campaign targeting top-tier national media, business outlets and general consumers. In a struggling economy with substantial competition for inclusion in employment stories, BG had to increase brand awareness and steal share of voice from “household name” companies like LinkedIn and CareerBuilder. We recognized the need to offer reporters something unique from the competition: the voice of the job seeker.
Earned Media: A 4-Pronged Strategy
Our media relations strategy includes four key tactics that stem from the company’s unique ability to mine data from a large pool of job seekers. With this capability we are able to serve up new perspectives on trending topics regularly and become a trusted source for reporters. These tactics include:
- Surveys: Monthly surveys draw feedback from thousands of job seekers on a particular issue, providing reporters/producers the ability to illustrate how job seekers feel on myriad issues.
- Infographics: By analyzing volume of job postings and cross-referencing that data by region, we determine the best locations in the country to find employment and serve that data to media.
- Thought Leadership: We regularly contribute to stories ranging from evergreen topics such as résumé tips and interview advice to breaking news issues like the Affordable Care Act.
- Economic Indicators: The week prior to the Bureau of Labor Statistics’ monthly “Jobs Report,” we analyze the amount of job postings and provide key findings to the media.
The results? Regular coverage in top-tier media such as USA Today, The Wall Street Journal, AARP Magazine, CNNMoney, CNBC.com,MSNBC.com, Forbes.com, Christian Science Monitor, TheStreet.com, Yahoo! Education and Investor’s Business Daily, coupled with regional features in Philadelphia Inquirer, Houston Chronicle, Chicago Tribune, Wyoming Business Report, Metro Newspapers (Phila., New York and Boston), Pittsburgh Post-Gazette and Phoenix Focus, and in key industry trades such as Human Resource Executive and SHRM.com. We can also attribute increases in web traffic from specific geographic areas to coverage in corresponding regional media.
Paid Editorial: A Supplementary Approach
To further expand our digital and broadcast footprint, we supplemented our earned media strategy with select paid editorial and content dissemination tools, including:
- Native Advertising: We partnered with Business Insider to create a sharable storyline related to our “voice of the job seeker” platform, resulting in 22,687 page views (more than 2X our objective), 500 social media shares, (3X higher than the average on Business Insider) and 20 new Beyond members (twice our projection).
- Content Discovery Tools: To augment our organic results for the Business Insider content, we employed a pay-per-click content discovery tool, which helped us secure additional readers and traffic from top-tier publishers such as CNN.com.
- Satellite Media Tour (SMT): A comprehensive national broadcast media tour resulted in morning TV broadcast coverage in 30+ cities nationwide, including a spot during “Good Morning America.”
In the 2013/2014 campaign, we exceeded annual goals in 9 months, achieving the following:
- Coverage in over 156 top-tier and regional media stories
- Exposure to an audience of more than 657 million
- A 34% increase in links back to Beyond’s site
- 6,875 social media actions on articles secured by BG