GLOBAL HR TECH AND CONSULANCY BUSINESS, SAVILLE ASSESSMENT
Case Study from GoldSand Digital
THE PROJECT
Saville Assessment, a Willis Towers Watson company, is a global provider of psychometric assessments, including personality questionnaire and aptitude tests. Helping organisations hire, build and lead their talent, it was named Recruitment Industry Supplier of the Year in 2019 and works with brands ranging from Virgin Media to EasyJet, and Jaguar Land Rover to Ricoh.
Despite having a clear target market and established database, Saville Assessment wanted a fresh and exciting outbound marketing approach to identify and engage with opportunities within the HR and people management sectors across the world. Much of the marketing activity generated was reactional, such was the environment it operated within, and the business was keen to deliver more content that reflected the experience of the consultant team.
TAKE PRODUCTS TO MARKET
It wanted this new approach to leverage its existing database and take its product to market, but in a smart way that equipped the commercial side of the business with crucial intelligence that would drive performance and closing rates.
Utilising its existing database and leveraging the huge potential that LinkedIn and social channels offered, it wanted to identify where the interest in its products was and develop a strategy to nurture opportunities effectively.
The vision was to give the worldwide partnership team something valuable that they feel compelled and empowered to share to exponentially grow the business profile as well as awareness of knowledge and expertise.
DISCOVERY SESSIONS
The first stage was consultative. The senior leadership team at GoldSand Digital chaired two Discovery Sessions that enabled opinions and viewpoints to be aired and explored in a productive fashion. A range of ideas and concepts were generated, and these were formulated into a content plan for key stakeholders at Saville Assessment.
The content ideas fell in line with the corporate objectives of the business.
Armed with the findings from the session, the GoldSand Digital team began implementing its Swarm Marketing System, which requires high value content in the first instance. To sense check the ideas generated from the Discovery Sessions and to upskill quickly in the HR sector, GoldSand Digital held a series of interviews with existing clients and worldwide partners.
The decision was swiftly made to create a future of work report, the key elements of which could be tracked back to one of the client’s flagship offerings, assessment.
DATA-DRIVEN CONTENT STRATEGY
With this stage complete, the content production of 5 Key Trends Shaping the Workplace in 2020 began in earnest with the identification of external thought leaders in the HR world. With high profile names and companies on board, the content would hold more value and engage on a higher level. The Swarm system leverages experienced and talented journalists, who get to the core of the industry to write in and around the issues that force people to sit up and take notice.
The editorial team managed to secure interviews with global brands including Wavemaker, Savills and ISG, along with think tank The Institute of Employment. The result was a high value piece of content that was set up strategically to track readers in a way that enabled the client to make intelligent assumptions about their current challenges and need for assessment.
STRATEGIC DELIVERY
GoldSand Digital then delivered follow-up content to re-engage the audience and push it down the sales funnel. Five pieces of content were created as a result: 5 Ways Assessment Drives Digital Transformation; 5 Ways Assessment Supports An Agile Workforce; 5 Ways Assessment Identifies and Progresses Potential; 5 Ways To Create a Diverse and Inclusive Workforce; 5 Ways to Maximise the AI/Human Relationship.
As part of the campaign, GoldSand Digital integrated its AutoInsights digital dashboard, which helped Saville Assessment to easily see where its audience was engaging with content. The dashboard tracks reader activity in real time offering a Lead List for the commercial team to engage.
THE RESULTS
Within a week of launch the commercial team at Saville Assessment had a steady flow of leads to follow up on, with 34 individuals completing the process and engaging with both the initial report and the follow up content.
Engagement was expected to be high, and this project did not disappoint. Through tracking and using data intelligence to truly understand what people wanted to engage with, GoldSand Digital achieved open and click-through rates of 61.19% and 87.26% respectively.
Utilising GoldSand Digital’s dashboard, the Saville Assessment Business Development team were able to quickly and easily see where these opportunities lay. This saved a huge amount of time for the BD team, who were able to focus their attention on those individuals clearly interested, as opposed to a scatter-gun approach. The report also offered ammunition to open conversations with these individuals by asking for feedback.
Crucially, the report’s potential extended far beyond just the initial launch and results, with the team at Saville Assessment further sharing it on their website and social media channels, where it continued to attract interest and generate further conversations.
Using relevant content that its clients want to read has helped show that it is genuine in its approach and built trust between the brand and its target audience.
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“The team at GoldSand Digital were fantastic to work with. Helpful, insightful, responsive and professional they ensured the project maintained momentum. They did a great job in setting up thought leadership interviews in-line with our target audience and the interviews conducted with clients were extremely valuable.
The finished content was very well received, engaging our audience and presented in a very slick way. The insights provided by the dashboard and guidance on using it was extremely insightful.”
James Hollingsworth, Head of Marketing at Saville Assessment
“Our task is always to create a piece of content that both engages and converts at the highest level. As with the vast majority of the content projects we work on, the Discovery Phase was crucial to its success. This enabled us, along with the leadership team at Saville Assessment, to debate both products the business is promoting, and the need of the audience they are targeting.
This mix, once agreed, will always lead to high-performing content. Our team of writers were able to very quickly leverage relationships and contacts to set up interviews and gain viewpoints from global thought leaders in the world of People Management.”
Nick Salt, Head of Production for GoldSand Digital – Saville Assessment
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