Company: Deloitte, New York, NY
Nomination Submitted by: Powell Communications
Company Description: Deloitte provides industry-leading audit, consulting, tax and advisory services to the world’s most admired brands, including nearly 90% of the Fortune 500® and over 8,500 U.S.-based private companies. Deloitte leverages its unique blend of business acumen, command of technology, and strategic technology alliances to advise its clients across industries.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing – Business to Business
 Nomination Title: Deloitte’s 2024 Global Human Capital Trends Report: Thriving in a Boundaryless World
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 122 words used.
About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ("DTTL"), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as "Deloitte Global") does not provide services to clients. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the "Deloitte" name in the United States and their respective affiliates. Certain services may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more about our global network of member firms.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
The campaign launched February 6, 2024.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 207 words used.
For the past decade, Deloitte has produced an annual Global Human Capital Trends report, which provides research-based insights and analysis on some of the most pressing work, workforce, and workplace issues facing organizations. Comprehensive and multi-functional, the Global Human Capital Trends report aims to:
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Inform and educate business leaders, HR professionals, and policymakers about the latest trends, challenges, and opportunities in human capital
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Offer strategic guidance and actionable insights that can help organizations navigate the evolving landscape of work, workforce, and workplace
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Establish Deloitte as a thought leader in the field of human capital, showcasing our proficiency and research capabilities
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Provide benchmarks and comparative data that organizations can use to assess their own human capital strategies and practices against industry standards
Every year, Deloitte evolves its focus to reflect a constantly changing world of work, technological advancements, economic shifts, and societal changes. Each edition builds on the previous ones, incorporating feedback and new research to improve the quality and depth of the analysis.
As the world changes at a rapid pace, so does the way organizations consume information. For the 2024 Global Human Capital Trends report, Deloitte met its clients where they are with shorter content, actionable recommendations, and easy connection points to its Human Capital offerings.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
Deloitte updates the Human Capital Trends report annually to maintain the report's relevance and usefulness to its audience. Quantitative and qualitative data is used, pulling insights from interviews with clients on trends, as well as existing Deloitte and non-Deloitte case studies. The insights are compiled, reviewed and validated by Deloitte professionals, ensuring accuracy and credibility. Once finalized, the report is published and disseminated.
This year’s Human Capital Trends report cemented that we’re in a new boundaryless “working world.” The workplace is no longer a specific place, and many workers are not traditional employees. Deloitte’s research revealed:
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A focus on the human factor is emerging as a bridge between knowing what shifts are shaping the future of work and how to make actionable progress that can create more positive outcomes.
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The more boundaryless work becomes, the more important uniquely human capabilities – like empathy and curiosity – become.
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Prioritizing human sustainability – the degree to which the organization creates value for people as human beings – can drive better human and business outcomes.
Deloitte leverages the report as a keystone Human Capital brand vehicle to help amplify Deloitte’s capabilities, drive preference for Deloitte as a leading Human Capital professional services organization and position this year’s trends as a conversation starter with clients, which drove the team to reconsider how to disseminate the information.
What resulted was an integrated campaign to highlight Deloitte’s Human Capital capabilities, leveraging its 2024 Global Human Capital Trends report as a supporting pillar in the space.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 247 words used.
To bring the Global Human Capital Trends report to life, Deloitte implemented a full-funnel marketing campaign, taking a three-phased, multi-pronged approach.
Ahead of launch, Deloitte leveraged its website and its owned social channels to collect pre-registrations and rolled out a global pulse survey through several digital channels to inform the report.
At launch, the landing page went live, including articles on this year’s trends and recommendations for leadership. Deloitte also produced a byline discussing the report and the importance of human sustainability. The team strategically timed those releases with its press push to maximize awareness. Additionally, Deloitte published organic social content, leveraged paid advertising on social media, and hosted a virtual launch event and a Dbriefs webcast.
The team amplified their efforts by creating additional assets, executing a second campaign wave on social media, and continuing their “always on” Global Human Capital Trends programming.
This year’s report has performed exceptionally well, becoming the top-performing Human Capital campaign globally year-over-year. The highest performing lead generation campaign and paid social media campaigns at the organization.
Metrics contributing to this success include (measured from launch to about 6 months post launch):
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100K+ web engagements
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332 high quality leads generated
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50+ clients engaged
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3.3M paid and 2.4M organic social impressions
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4.7K paid social clicks
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73.5K emails
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7K virtual event attendees
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43 top-tier media placements
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583.51M UVM (total visitors per month) across the various digital media outlets for placements
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7 Capital H podcast episodes featuring the report
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