In close cooperation with the LinkedIn PR manager, we developed a thought leadership approach that would allow us to connect LinkedIn to the big debates around labour and education in a digital transformation environment. In 2013, the media was dominated by news about the economic crisis, and many reports featured the war for talent. Hotwire initiated research focusing on the European labour market, looking at tactics and channels that worked well for international recruitment. We launched more research in the following years, on big data, skills for the future etc. and managed to establish LinkedIn as a true thought leader in its market and beyond. Over the years, Hotwire not only supported LinkedIn with thought leadership and media relations, but successful influencer relations, social media campaigns, lead generation and nurturing and events.
Our initial European labour market research was the most successful campaign LinkedIn had ever run in DACH to date. 61 media outlets covered our story, among those business nationals such as Handelsblatt and Wirtschaftswoche as well as daily nationals such as Spiegel Online, Bild and Die Welt. From this launch onwards, editors in tier 1 publications had us on their radar – since then we have consistently managed to secure top coverage for our content. We achieved another outstanding result in cooperation with LinkedIn’s B2B marketing manager: For him, Hotwire repurposed research on Employer Branding and created an attractive ebook (we call this product “Playbook”) that helped to generate 300+ leads in Enterprise HR departments.