Boosting HR Support: Effective Lead Acquisition for CIPD's People Skills Initiative
Successfully increased sign-ups by 35% for CIPD's People Skills Initiative through a tailored lead acquisition strategy, optimised value propositions, and targeted media campaigns.
Who is CIPD
The Chartered Institute of Personnel and Development (CIPD) is the professional body for HR and people development. Established over 100 years ago, it supports 160,000 members globally by providing resources, qualifications, and networking opportunities to advance the HR profession. CIPD champions better work and working lives, focusing on improving organisational performance and promoting inclusive, responsible, and sustainable practices. It offers various tools and guidance for HR professionals, managers, and students to help them succeed in their careers and positively impact workplaces.
The Challenge
The CIPD was tasked with running a government-funded initiative, the People Skills Initiative, aimed at providing free HR consulting to small businesses in Birmingham. Despite the valuable offering, CIPD faced difficulties in acquiring enough leads and persuading businesses to sign up for the program.
The Results
The CIPD was tasked with running a government-funded initiative, the People Skills Initiative, aimed at providing free HR consulting to small businesses in Birmingham. Despite the valuable offering, CIPD faced difficulties in acquiring enough leads and persuading businesses to sign up for the program.
Services
We delivered comprehensive lead acquisition services, including market research, custom landing pages, and optimised media strategies to boost sign-ups.