Amplifying Thought Leadership and Supporting Sales Growth Through Creative Data Storytelling

Linhart PR, in partnership with the Graebel marketing team, planned and developed a new State of Mobility Report. These efforts included:  

• Survey Creation: Linhart PR and Graebel collaboratively brainstormed the campaign theme (‘On the Go Is Here to Stay: Talent Mobility Adds Value in Tough Economy’) and worked with Wakefield Research, Linhart PR’s research partner, to conduct the survey. Linhart PR crafted questions to capture strategic insights aligned with the topic, such as personal or professional outcomes from the relocation, challenges faced and what mobile employees would do differently next time, and competitive advantages/business results from relocations. Following the survey's completion, Linhart PR identified compelling storylines within the results, tailoring them to resonate with mobility professionals and company leaders.
• Data Storytelling Format Ideation and Project Planning: Linhart PR brainstormed three new and engaging format ideas to bring the survey results to life, ultimately landing on the idea of an interactive microsite sharing fictional mobile employee journeys. Linhart PR then led coordination with a web developer to create the microsite in both desktop and mobile versions. This included developing a project brief and leading a kickoff call to outline the microsite goals and vision and facilitating copy and visual edits to ensure alignment with Graebel’s vision. Microsite visitors were greeted on the homepage with the survey methodology and top 10 key survey findings, broken out in to three categories: mobility’s company benefits, mobility’s career benefits and building stronger mobility programs. From the homepage, users could navigate to an interactive map to follow the relocation journeys of five fictional mobile employees from around the globe. The relocation journey storylines, which reflected the experiences of real-life mobile employees who participated in the survey, touched on cultivating a strong talent pipeline through talent mobility, supporting settling-in for productivity, leveraging mobile talent for business growth and addressing negative ROI impacts from relocation failures. Each scenario underscored the essential role of mobility strategies in contributing to organizational success, while helping mobility professionals identify benefits and challenges for consideration in their programs and policies.
• Communications Materials Development: To support the launch of the 2023 report, Linhart PR pulled key statistics to create messaging that highlighted the benefits of talent mobility for both mobile employees and businesses, demonstrating it is a worthwhile investment for companies that helped them reach their business goals. The key messages were used by the Graebel marketing team to develop campaign and sales materials, and Linhart PR used them to develop spokesperson talking points and a blog post to drive readers to the interactive microsite.
• Media Outreach: Linhart PR conducted outreach to key trade outlets and national media, tailoring pitches to match reporters' areas of interest like HR, talent attraction and workplace trends. Linhart PR also created and distributed a press release to ensure broad coverage of survey insights.

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