Equal Approach

The report’s arrival created much online debate about social class, with messages reaching nearly a million Twitter users.

Equal Approach is a leading inclusive recruiter, diversity consultancy and training provider, supporting organisations to attract, recruit, recognise, retain and promote diverse talent, and make workplaces more inclusive.

Brief

Linstock was brought on board to raise the profile of Equal Approach, position it as an expert in the field of diversity and drive business development.

Activity

Linstock created a highly effective piece of thought leadership that captured audiences’ attention and served as a platform to demonstrate Equal Approach’s insight and professional expertise on diversity in the workplace.

Class Ceilings cut through by focusing on social class as a barrier to UK boardrooms, a subject that had hitherto lacked any voice in the media. With research that exposed the over representation of people from public school background, the report addressed the issue in a way that resonated with business audiences, stressing diversity as performance benefit and making a number of strong calls to action. The launch of the report was timed for maximum salience, coinciding with the latest series of Downton Abbey.

Results

The report’s arrival created much online debate about social class. Messages from Class Ceilings reached nearly a million Twitter users. Key influencers, including commentators at the Financial Times and the Daily Telegraph highlighted the report on their Twitter profiles. Social media engagement mirrored a spike in activity on the client’s website. On the day of the release, website traffic more than doubled compared to the average for the previous month.

The report’s insights produced a half-page feature in The Sunday Times and generated articles in The Times, The Daily Telegraph, The Guardian and the Financial Times Non-Executive Directors’ Club website, as well as all of the UK’s major recruitment trade publications, including Personnel Today, People Management, HRreview and Recruiter. All articles had excellent message pull-through. The combined readership of the coverage totalled 2.4m.

The report was downloaded over 300 times in the months following the release. Its publication led directly to a significant increase new business enquiries on the day and in following weeks. The content has provided invaluable supportive material for Equal Approach’s business development team and continues to generate interest.


The Mentoring and Befriending Foundation

In a separate piece of work, Equal Approach came to Linstock with a clear objective: to sign up 500 volunteers with The Mentoring and Befriending Foundation to support disabled people and help them get back into work. The diversity recruitment specialists had only a handful of volunteers and needed to achieve their target in just a few weeks. What’s more, they needed to recruit the right amount of volunteers in the right towns and cities throughout the UK – and they had a limited budget with which to do it.

Using Volunteer’s Week as a news hook, an appeal was made to people in local communities to register as a volunteer. Evidence of the benefits of volunteering and mentoring to disabled and disadvantaged individuals featured prominently across all communications to compel people to register.

To make our news bespoke to the target regional audiences 38 regionally specific press releases were composed, specifying the number of volunteers wanted and the size of the disabled community in that area. Announcements were distributed and Linstock engaged with regional writers and the Press Association. Over 300 community groups in target areas were identified, and we worked with Equal Approach to appeal to their members to volunteer. The campaign also used micro blogging sites such as Twitter to appeal for volunteers and asked community groups to use their accounts to do the same.

Equal Approach had over 500 volunteers register for the scheme during the three week campaign. To do this over 300 regional community groups were engaged with and appealed to; coverage in 25 regional newspaper titles was generated, including many in the north west of England where the largest concentration of the 500 volunteers was required; and 80% media of coverage carried the web site address required for volunteer registrations.

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