Client Objectives
CIPD wanted to create and broadcast HR-related podcasts. Overall objectives were increasing traffic of members and non-members, highlighting the diverse areas of CIPD work, encouraging take-up of membership and services and creating a new digital marketing tool for use in future promotion drives.
Our Solution
Our Customer Engagement Unit (CEU) ran workshops on RSS, podcasting and audio branding before CIPD’s digital marketing strategies group embarked on a four-part podcast pilot. The content was recorded at CIPD’s Annual Conference and Exhibition. We delivered all the technical requirements, and the CEU consulted on touch strategies.
Successes and Achievements
CIPD has been able to provide further thought leadership to the HR community. The pilot series has been in the 'Management and Marketing top 10' directory from the outset and was such a success that CIPD has decided to develop at least 12 additional monthly podcasts.