Profile raising for UK market launch

Chicago-based SilkRoad is a leading global provider of cloud-based employee onboarding software which delivers recruiting and HR services to some of the world’s leading businesses, including IBM, eBay, and L’Oréal.

When it launched in the UK it needed to let the local market know it’d arrived.

The Definition B2B PR team planned a noisy six-month media campaign aimed to saturate the HR media with SilkRoad content. This included an introductory media tour, strategic localised news releases, bold opinion pieces about local HR issues, and press support at HR events.


The team’s efforts earned SilkRoad over 50 pieces of positive coverage from major industry publications including HR Director, HR magazine, Personnel Today and Recruiter magazine.

SilkRoad quickly became an authority on the use of talent management software and HR technology and a respected source of comment on issues such as flexible working, effective recruitment and onboarding, performance appraisals, incentives and the use of social media in HR.

Most importantly, the company’s sales team was able to leverage this profile to open doors and close deals with major UK clients.

  • Over 50 pieces of positive coverage
  • Recognition by major UK HR publications
  • Deals signed with major UK clients


“The team got to the heart of our business straight away. They understood our goals and objectives and worked hard to ensure that SilkRoad quickly became recognised as a leader in the talent management market. We trust them to identify the best opportunities for us in the media and consider them to be an extension of our own team.”

Fabrizio Rongo, Marketing Manager at SilkRoad.

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