Launching WisR: Filling the skills shortage with senior talent
The brief
When we met WisR founder Klaudia Bachinger for the first time, she already successfully launched the HR platform that connects generations in her home market Austria. Now she aimed to introduce the WisR idea in Germany with both potential employers and employees alike. Laika got challenged to guarantee a successful start by explaining the need for and benefits of senior talent in the workspace.
The campaign
To launch WisR within the German market we chose a relatively traditional PR approach by combining different story angles broken down on vertical industries (“Senior talent for hospitality” / “Senior talent for the travel industry”) with an abundance of investment news and a general explanation of the concept. After initially introducing the WisR idea to HR, career and business journalists through repetitive pitching, we shifted our focus to offering testimonials to national and tv media. Those real-life stories of senior talent being happy to be back at work and employers benefitting from their experience and skills proves to be an insightful, inspiring and emotional hero journey for mainstream media – by doing so we secured interest from SPIEGEL, WDR and ZDF.
In addition to content development and media relations, we also fuelled the WisR campaign with a strategic speaker and an award program supporting the young company and it’s founders team with applications for conferences and industry awards to further grow awareness and grow their reputation.
Media outlets such as SPIEGEL ONLINE, Süddeutsche Zeitung,FOCUS, Personalwirtschaft, Gründerszene, Springer Professional and Hotelier already covered the German WisR success story. Especially the positive piece on SPIEGEL ONLINE triggered a flood of senior applications for WisR.
Thank you, WisR!
It’s been a pleasure working with you!
