Building Thought Leadership Through Workplace Insights
Intro: ADP Canada is the country’s leading provider of HR services and HCM technologies. Widely known for its long-standing position as one of the most trusted payroll services, ADP Canada is focused on moving brand perception and recognition beyond this space to be seen as a trusted end-to-end partner for Canadian companies, through insights on trends, technologies and strategies for improving workplaces.
The brief: ADP Canada engaged KLC to amplify and expand the brand’s thought leadership platform in Canada.
The outcome: KLC worked with ADP Canada to conceptualize and execute a series of quarterly workplace insight studies, focusing on timely, relevant workplace trends. The studies, executed in partnership with various market research companies, allowed ADP to create owned and unique data that provided value to the markets while sharing expert advice to HR professionals on creating better workplaces. KLC researched timely trends in the HR space to determine which story angles would best resonate with media and stakeholders and working closely with ADP Canada’s team, KLC developed all media and social media materials in English and French and identified expert spokespeople from ADP. Since the studies launched in 2017, KLC’s cross-Canada media outreach has generated significant national and regional media attention, consistently growing year-over-year media impressions. As a result, ADP Canada has become a go-to expert for HR related trends and insights across Canada.