We've achieved phenomenal results – from industry awards to increased reader satisfaction and commercial success – since we relaunched Britain’s biggest HR magazine in 2012
When we began working with the CIPD – the professional body for HR and people development – our job was to transform its monthly member magazine People Management. We needed to nurture a brand that gave HR professionals genuinely useful practical advice and broader, strategic knowledge, as well as establishing a great place for advertisers to be.
We overhauled PM from top to bottom to make it hard-hitting and relevant, meshing the visual cues and accessibility of women’s weeklies with the clarity and edge of popular business magazines, such as BusinessWeek.
As well as the print publication, we also create PM's web content, digital and social channels (including a daily bulletin that reaches more than 180,000 people), a job board, a quarterly thought leadership magazine, international online and print content, and we organise the most prestigious awards event in the HR industry.
And the astounding results speak for themselves. Since 2012, revenues have increased dramatically, as have the number of entrants and guests at the People Management Awards. Most importantly of all, successive reader surveys have found that People Management, in print and online, is more engaging, insightful, motivating and relevant than ever before.
Since October 2015, we have been producing quarterly magazines to meet the needs of growing communities of HR practitioners in the Middle East and Asia.
Full of local case studies and relevant news and features – and backed by bespoke online content and newsletters – these have quickly established themselves as hugely popular CIPD member benefits, as well as spreading the word about good HR practice around the globe.
PM uses social media as part of a 'virtuous circle' of reader interaction that not only pushes online and magazine content to readers but actively invites their involvement in the editorial process. Perhaps that's why, since 2012, the number of LinkedIn group members has gone up 372%, with Twitter followers more than trebling.
Work. – our strategic thought-leadership magazine produced for senior members of the CIPD – is part of a major shift towards celebrating the more business-savvy aspects of the HR role.
Aimed at CIPD Fellows as well as a broader business audience that cares about issues involving people in the workforce, Work. is deliberately high-minded. It features unashamedly long-form journalism on big themes – from the psychology of risk to working in China – while never being pretentious or unapproachable.
The magazine’s design approach also breaks the mould, deploying art from across the ages to unexpected effect: how often do you see a dead budgie on a front cover?
Margaret Marriott, CIPD Publishing Manager, comments: “We set the bar very high, but Work. has exceeded our expectations. The editorial team really took the time to understand how to engage this senior audience, and the result not only looks fantastic but is full of thought-provoking content that helps to strengthen the CIPD brand.”