Thought Leadership in Human Resources

Intro: Morneau Shepell is a leading human resources consulting and technology company, taking an integrated approach to employee well-being, health, benefits and retirement needs. The company is the largest administrator of retirement and benefits plans and integrated absence management solutions in Canada, and a leader in employee assistance, wellness, recognition and incentive programs through its LifeWorks by Morneau Shepell solution.

The brief: To continue strengthening its position as an expert in human resources, Morneau Shepell launches two national surveys each year to explore trends affecting the workplace: Employers Connect and Trends in Human Resources. Insights from each campaign are published in comprehensive press releases distributed to media across the country, with the goal of generating discussion and media interest around the company’s work in the space and expertise in workplace trends.

The outcome: KLC works closely with Morneau Shepell’s corporate communications team to develop content and a strong Canadian media relations strategy. Since first launching, both programs have received significant media attention that continues to grow on a year-over-year basis. In 2018, Employers Connect generated 79 earned mentions and the Trends in Human Resources campaign secured 172 earned media mentions across print, online, radio and television outlets in top-tier mainstream and trade media.