LHH, the talent solutions provider and global division of Adecco Group, was already well known in HR circles but wanted to become the leading voice on the entire career lifecycle. The challenge was how to move beyond traditional HR media to spark wider cultural relevance. 

To achieve this goal, we developed a multi-generational workplace report, surveying both staff (aged 18-59) and HR leaders from UK companies with 500 or more employees. We aimed to uncover how organisations are managing the career development of the modern workforce, examining priorities and opinions across the UK. 

The results were significant, particularly for Gen Z. We found this generation is especially willing to move roles and expresses a lack of commitment to employers, which we dubbed “work situationships”. It was a nod to a common Gen Z term, which describes romantic relationships that are not considered formal or established.  

By framing the insights around trending social themes, we created a press release with cultural currency that resonated far beyond mainstream HR trade titles. 

We also maximised impact by staggering the storytelling. The initial launch was followed by thought leadership and executive profiling opportunities, creating multiple waves of coverage and engagement. 

To facilitate this, we used our Leadership Lab framework to score business leaders across visibility, engagement, reputation and storytelling. We then built a robust executive thought leadership programme to help LHH maximise its share of voice and increase brand awareness beyond the core audience. 

Impact 

• Coverage in tier 1 trade media with a combined UVM of 850,500, plus an interview with the Financial Times. 
• The report became the lead asset at the CIPD’s Festival of Work event, driving numerous sales leads.  
• Achieved executive profiling for SVP Andrew Crawford and increased visibility for CEO JC Townend across HR and national media. 
• Inbound leads rose, with LHH’s VP of Recruitment moving from #5 to #3 in our Leadership Lab framework, when compared to competitors.