Criteria
Criteria was founded in 2006 as one of the first SaaS solutions to provide assessments to the market. The company was created with the mission to take powerfully predictive science and make it accessible to companies of all kinds, enabling them to make better talent decisions that drive results.
Challenge
With nearly two decades of experience in the talent assessment space, companies like eBay, SoFi, NBC Universal and the United States Marines, use the Criteria platform. And the company needed a communications strategy that branded the company as the market leader in the talent assessment space.
Strategy
With an accomplished C-suite sporting expertise in business, psychology and labor strategy, the account team developed a communications strategy that looked to leverage the news cycle around human resources. By owning trend stories related to their areas of expertise, it allowed the Criteria C-suite to tout the company’s platform, philosophies and success stories, introducing them as core to the coverage of the industry.
KATE PHILLIPS, VP OF GLOBAL MARKETING
“When we were initially talking to Branded, I jokingly said ‘we’re realists, we don’t expect Tier 1 coverage in the first few months.’ Their answer was – well, why not? And then within weeks of the engagement kicking off, we were getting that caliber of coverage.
We’ve been impressed with how quickly they’ve grasped our industry, our products, the subject matter expertise of our different spokespeople, and our brand voice. Our spokespeople feel well briefed ahead of interviews, and the quality of writing, when the Branded team has drafted responses and articles on our behalf, has been very strong.”
Results
The account team earned coverage of Criteria’s products in places like Yahoo! Finance and Forbes and saw the company’s C-suite featured as thought leaders in outlets like CNBC, InformationWeek and Fast Company. All of this has helped advance the company as the market leader in talent assessment.
Impact
1
piece of
coverage
weekly
77.1
million avg.
publication UVPM
22
pieces of
coverage in first
6 months of campaign
4x
increase in
web traffic
