Skout pivots to ‘PR for HR’ as data reveals disconnect between HR buyers and vendors
PR agency Skout has announced a strategic pivot to focus on ‘PR for HR’ - working with brands that sell to HR and people leaders, as demand increases for agencies with deep specialism in the people and work agenda.
The change in focus addresses the growing gap between HR leaders’ needs and HR focused brands’ messaging and content. Research with 100 UK HR decision makers by Sapio showed that only 31% think HR vendors are highly relevant to their day-to-day priorities. However, 96% of people leaders are more likely to engage with vendors that directly address their current challenges.
“Nearly all HR decision-makers are more likely to engage with vendors that address their real challenges, yet only a minority see vendors as highly relevant day-to-day,” said Rob Skinner, managing director, Skout. “That’s a significant opportunity. Our expertise helps brands close that gap quickly, sharpen their stories and move ahead in a competitive HR market.”
The relaunch builds on Skout’s experience with HR and workplace brands including UKG, BI WORLDWIDE, Crown World Mobility, LumApps, BHSF and Strengthscope, among others.
Responding to a relevance problem
Supporting this new focus, Skout will also be introducing a new strategic PR planning, delivering and measurement framework - designed to help HR brands identify gaps in audience relevance and move closer to the HR decision-makers they want to influence.
Skinner continues: “HR leaders are under intense pressure and constant scrutiny. The reality is that while most brands selling to HR believe they understand their audience, the data shows a clear gap between what vendors say and what people leaders actually need.”
