How thought leadership helped SD Worx change perceptions

S D Worx supports more than 70,000 organisations worldwide, providing software solutions that help businesses manage the full employee lifecycle – from paying staff to attracting, rewarding and developing talent.

Challenge

As working culture has evolved, SD Worx has developed tools that enhance employee experiences and meet modern organisational challenges, such as those posed by increased flexibility and fluidity within the workforce.

Its solution allows information to flow between HR and payroll more easily – however, this integrated approach challenges the traditional practice of keeping HR and payroll functions separate. To resonate with its target audience, SD Worx needed senior HR, finance and payroll professionals to rethink their back-office software infrastructure.

Fourth Day was tasked with producing a compelling piece of thought leadership that would form the foundation of an educational marketing campaign.

“The campaign was such a huge success we were left having to manage more sales leads than we could handle!"

Steve Porter marketing director at SD Worx

Solution

Grounded in independently commissioned research, we aimed to produce a comprehensive whitepaper that would establish a strong justification for SD Worx’s approach. To add weight to the argument, we also interviewed several authoritative industry influencers who could explain the clear benefits of this integrated approach.

The paper, entitled HR Reinvented, would be published on the SD Worx website as a downloadable resource and shared with customers and prospects via an email and social media campaign. A webinar series, hosted by SD Worx, would also provide an opportunity to discuss the findings of the paper at greater depth with the target audience.