HireRight
HireRight, a background-screening provider for transportation companies across the
U.S., provides innovative and proprietary screening services endorsed by the American
Trucking Associations (ATA). Looking for greater national exposure, HireRight engaged
INK in brand building and corporate awareness efforts. INK created integrated media
to run in transportation-related publications that reaches HireRight's varied national
audience. All creative captures HireRight's superb services in on-demand background
screening, drug and health screening, and employment eligibility verification solutions,
while also communicating their passion for service, accessibility and friendliness.
Case Study
Challenge
HireRight, an industry expert in employment screening solutions, was seeking a partner that could help foster brand awareness and familiarity in both the general HR and transportation industries. Given this market is fragmented with numerous competitors, it was important to differentiate HireRight as a leading provider of background screening solutions, drug and health screening and employment eligibility solutions. Seeking greater awareness and familiarization of the HireRight brand and its services. The opportunities INK utilized were reinforcement of the brand perception that HireRight is the industry leader of pre-screening solutions in both the general HR and transportation industries, fostering of corporate awareness and familiarity with HireRight's offering of solutions, and promotion of the HireRight Applicant Center, an innovative online portal that provides updates into the background screening process.
Strategy
INK leveraged their media expertise in consumer behavior and consumption by combining today's technology with traditional print initiatives to reach HireRight's target audience. HireRight uses innovation and technology to assist its customers in solving their corporate challenges so it was important to use that innovation and technology to actively engage with their audience. To reach HireRight's nation-wide yet specific audience, print page ads were placed in applicable general HR and transportation publications that target trucking, shipping, and other travel workers. To differentiate HireRight's ads from its competitors, INK incorporated a unique QR code into the print campaign.
Results
INK developed a comprehensive print campaign that included several page-ad units, providing a comprehensive overview of HireRight's various solutions. This included the launch of it's latest solution offering, the HireRight Applicant CenterTM, the only service of its kind in the pre-screening industry. Additionally, one of the ads includes a QR code that promotes the 2011 Benchmarking Report. The information contained in this report assists organizations in evaluating, developing and improving their screeing programs, demonstrating that HireRight combines innovation and expertise to help companies make smarter employment decisions. INK produced three individual, single-page ads to be used for HireRight's advertising initiatives. Each ad provides a comprehensive overview of HireRight as a leading industry brand, as well as its services and solution offerings.