This is the second article in a series of 3 diving into how e-days used LinkedIn and a £50 budget to drive brand awareness and gain A-list media coverage.
E-days’ absence management solution helps businesses worldwide work smarter, happier, and healthier. They provide an effective means of tracking and proactively managing holiday and sickness absences for businesses worldwide.
In this article, Tom Whiley talks us through how they identified the topic that they wanted to mine data on and then used that data to their advantage.
Identifying a topical data set to collect
Against the backdrop of COVID, Tom looked to find a unique insight around the transition from home working back to office-based working – which was happening at that time in the UK, where he is based. E-days wanted to understand why, even though employees were able to work in the office, they were choosing to continue to work from home.
Their hypothesis was that, whilst some employees preferred the office environment, others didn’t want to break their new work-from-home routine and that many people felt that working from home was more productive and better for well-being and work-life balance. So, they ran a Linked In poll aimed at answering the question:
‘What is the real reason why you’re so hesitant about returning to work?’
They kept it simple, with just two questions around establishing whether that reluctance to returning to work was a result of:
- COVID related health concerns about the risk of infection associated with returning to the office; or
- Not wanting to break their new work from home routine and lack of commute.
65% of 250 respondents said that their reluctance to return to the office related to the daily commute. Having a choice as to how to spend the hours that they had previously spent commuting wasn’t something that they wanted to give up.
This insight enabled e-days to build a unique PR message from which they were able to gain valuable press coverage.
This resulted from an entirely organic, low-cost approach
LinkedIn polls can’t be sponsored or boosted (which meant no Ad spend).
Here’s how they got their poll in front of as many eyes as possible:
- Tom and his team asked e-days internal workforce to share the poll on their linkedin profiles;and
- They ran an internal competition which offered a £50 Amazon voucher to whoever got the most shares from their poll post.
From that £50 investment, they received 250 survey responses – which was enough data to convince PR and news outlets that their story was newsworthy.
What e-days did with this insight
E-days don’t have PR resources internally so they fed the poll results back to their B2B specialist PR agency who were able to create a spin on it. Tom explained that investing in PR has been of huge value to e-days due to its ability to elevate their position as thought leaders compared to doing the job organically. This was an indirect cost for the campaign that would be avoidable to teams with internal PR expertise.
e-days’ PR agency worked with e-days CMO and identified the story and the opportunity for them which was:
‘People are hesitant about coming to work because of the commute.’
How much content was e-days able to spin out this one unique insight?
- A Press Release;
- A couple of blogs; and
- An infographic.
To Tom, repurposing content is key in order to squeeze out as much value from each unique insight as possible. He recommends that if, for example, you invest in a bigger content piece such as a white paper or an ebook, you turn that larger piece into a series of blogs, videos, a few emails, and an infographic. It is a top priority, for him, to get the most return out of e-days content investment particularly given their limited marketing budget.
Read the next article in this series in which Tom shares the outcomes that e-days generated from this strategy.
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