Case Study: PR Goes All Marketing in Reconnecting Employees of IT Giant HP with Human Resources Communications


The transformation of HP’s Human Resources Communications function included a move from static, bland Web pages to ones that displayed energy, visual movement and interactivity.   Image courtesy of HP Company: HP Agency: Connect Consulting Group Timeframe: May 2008 - Dec. 2010 In 2008, internal research at HP, the world’s largest IT company, served to confirm what the HR communications team was experiencing: their messaging wasn’t resonating enough among the staff and more than 300,000 employees worldwide. The research, internal interviews conducted by Connect Consulting Group, led by managing consultant Liz Guthridge, found the following: • The team’s HR clients viewed it as “not strategic, yet not very good at tactical, either” (all quotes are taken from research). • Readership of the HR-centric messages was low (as measured by intranet visits and actions taken).

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