HRLocker Industry – B2B SaaS
“ESTABLISHING HRLOCKER AS THE TRUSTED HR TECH PARTNER TO IRISH SMES
Overview HRLocker is a leading HR software provider helping SMEs streamline people management and compliance. The challenge they set the team at Agile was to build lasting brand awareness and affinity amongst senior executives and HR directors—so when they needed HR software, HRLocker would be the clear first choice in a crowded B2B SaaS marketplace.
Solution Agile Comms began by running in-depth interviews and surveys with HR directors and C-suite stakeholders and analysing HRLocker’s own customer behavioural data. From this research, we established baseline measures of brand familiarity and brand preference, which—alongside share of voice, search interest, site traffic, social buzz and impressions—were fed into our proprietary Brand Awareness Index to create a definitive benchmark score.
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I love working with Agile. They're reliable, insightful and honest PR experts who can be trusted. No matter how complex the problem is, the team will always come up with a brilliant and cost-effective solution. Euro for Euro, they've delivered more for HRLocker than any other marketing channel."
CEO at HRLocker
We mapped decision-maker priorities, information channels and purchase triggers, then crafted a multi-year communications strategy aligned to the buyer’s journey. Our content plan addressed early-stage challenges to capture attention, mid-funnel comparisons to fuel consideration and ROI-focussed proof points to drive decisions. We wove in key regulatory deadlines (GDPR anniversaries, employment-law updates) and calendar moments (budget announcements, HR conferences) to keep content timely and newsworthy.
Creative themes such as “Building Resilient Workforces,” “Navigating Compliance” and “Empowering Remote Teams” underpinned a rich mix of bylined articles, infographics, case studies and interactive webinars—all designed to educate audiences and showcase HRLocker’s expertise. We activated these assets through targeted outreach to the most trusted Irish trade and business media—combining proactive pitching, analyst briefings and executive bylines—to secure high-impact coverage. At each step we measured progress against our Brand Awareness Index, with quarterly score targets driving real-time optimisation of topics, formats and channels.
Results:
Over five years, our integrated approach delivered exceptional outcomes that firmly established HRLocker as the go-to HR software partner for SMEs in Ireland:
- 56.3-point Brand Awareness Index increase from 38.2 to 94.5
- 600+ national and trade media placements secured across Irish business publications
- 470+ marketing-qualified leads generated from content engagement
- Quadrupled share of voice from 5% to 22% in the HR tech sector
Brand Awareness Transformation: Our integrated approach drove HRLocker’s Brand Awareness Index from 38.2 to 94.5—a 56.3-point leap that reflects sustained momentum across every channel. This proprietary measurement system tracked real progress in market perception, demonstrating genuine brand building rather than just media coverage metrics.
Media Coverage Success: We secured 600+ national and trade media placements, significantly raising HRLocker’s profile across the Irish business community. This extensive media presence positioned the company as thought leaders in HR technology, with coverage spanning major business publications and specialised HR trade media.
Lead Generation Impact: Our content-driven approach generated over 3,600 report downloads and converted more than 470 of those engagements into marketing-qualified leads. This demonstrated the campaign’s ability to not only build awareness but drive genuine business pipeline and revenue opportunities.
Market Position Enhancement: Share of voice climbed from 5% to 22%, brand familiarity more than tripled—rising from 8% to 30%—and brand preference jumped from 4% to 20%, demonstrating that recognition turned into genuine consideration amongst target decision-makers in the Irish SME market.