PeopleCaddie

Industry Leadership
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Introduction

With the pandemic drastically changing the workforce dynamic in late 2020, PeopleCaddie, whose “talent cloud” allows professional services industries to hire contractors on demand, noticed a proportionate increase in demand for its platform. The uncertain economic outlook made contingent laborers more palatable for companies unclear on revenue projections and employers saw benefit in the flexibility contract work provides. The Chicago-based startup partnered with Branded on an integrated campaign that sparked growth through strategic communications and thought leadership, driving brand awareness for one of the Midwest’s hot, young startups.
Human Resources
Public Relations & Content Marketing
Lacked Market Awareness
Integrated Thought Leadership Campaign

Scope

BRANDED

BRAND AWARENESS

As a marketplace for talent, PeopleCaddie constantly needs to attract both customers (hiring managers) and product (contractors). Given the general lack of awareness in market, our team employed a tactic called “rapid response,” which necessitates leveraging the breaking news cycle to insert PeopleCaddie into trending stories related to its industry.

CORPORATE POSITIONING

Identifying points of view on key industry storylines and topics pertinent to the human resources industry was critical to the broad campaign. Our team worked with PeopleCaddie to cultivate positioning and ideas related to these storylines, which provided a foundation for all external communications.

BRAND JOURNALISM

While public relations provides a firehose for brand awareness, it requires vendor neutrality. PeopleCaddie was also looking for an opportunity to champion its platform and identify the pain points it addresses. So, the Branded content team developed an editorial cadence that allowed PeopleCaddie to opine on topics that require a need for its talent cloud.

Results

media

BRAND RECOGNITION

The New York Times

INDUSTRY LEADERSHIP

Inc.

COPORATE POSITION

Editorial Strategy

BUSINESS LEADERSHIP 

CNBC

"From Day 1 - although we were a small company, Branded did not treat us like a small account. They provided a dedicated account team that has assisted us in getting favorable coverage from well-respected media outlets. They've also worked hand-in-hand with us to develop thoughtful and compelling content. We view them as an extension of the PeopleCaddie team."

TIM ROWLEY, CTO/COO, PEOPLECADDIE

Performance

RESULTS

1

National Media 
Placement Monthly

4X

 

Website Traffic

 

1

Weekly Media 
Placements

1 BILLION

Media Impressions

the branded approach

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