Building insight-led growth strategy in Greater China

Robert Walters
Challenges

Creating brand narratives to support growth

Global recruiting firm with HQ in London, Robert Walters, has a mission to be the world’s leading specialist professional recruitment consultancy.

Utilising its flagship annual Salary Survey 2020, Sinclair was engaged to assist with communications around the expansion in Mainland China, and to cement its brand position in Hong Kong. The key challenge was to build an insight-led growth strategy, and share this through thought leadership in the market. This helped to differentiate against similar industry publications.

Approach

Strategy Built an integrated approach to engage our target consumers for Robert Walters via different channels of communications, allowing them to partake in a circle of engagement that increases top of mind awareness about the brand.

Data-driven Used the survey data to showcase trends and insights to the top-tier media across different relevant topics and to build industry-specific media angles.

Narrative Combined a dynamic range of sector specific spokespersons to talk about overall strategy as well as feed into industry-specific conversations within the Greater China region, showcasing the wealth of experience within the company.

Industry Leadership Amplified senior leadership profiles to business media to secure impactful reporting.

Engage Nurtured existing and developed new media relationships on behalf of the brand through proactive media outreach and media events, and pushed brand messages through various owned and earned channels.

Reactive The outbreak of COVID-19 in Mainland China delayed local media interviews but allowed the team to develop trending brand talking angles to secure more opportunities.

Outcomes
+100
stories across media publications in the Greater China region
+10
high quality interviews with 6 spokespeople
+525 million
through local, regional and international publications
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