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Hired - Media Relations Campaign

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Company: Hired, San Francisco, CA
Entry Submitted By: InkHouse, LLC
Company Description: At Hired we believe we are entering a new era of work, where people are not looking for jobs – they are seeking opportunities. Starting with in-demand technology, we intelligently match outstanding people to fulltime and contract opportunities at the world's most innovative companies. We help people build purpose-driven careers and businesses find the talent to fulfill their missions.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Media Relations

Nomination Title: Hired’s 2018 Wage Equality Campaign

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

Background on the Hired Wage Equality Campaign

In honor of Equal Pay Day 2018, career marketplace Hired launched a media relations campaign to bring visibility to the existing wage gap in the tech industry. Since Hired has unprecedented insight into salary preferences and offers, the company takes the responsibility of sharing its data insights with the broader business community seriously, thereby empowering companies and tech workers to have critical discussions about salary.

The campaign ran from April 4-14, 2018. The team leveraged the report to inspire a custom art exhibit and launched a media push that educated the business community about wage inequality in an innovative way.

Campaign Elements

1. Data Report: The State of Wage Inequality in the Workplace

On April 4, Hired released its third annual State of Wage Inequality report that analyzed the gender wage gap across geographies, industries, roles, and examined how factors like negotiation, race and LGBTQ+ status impact compensation. Following a two-week media push, the team secured 41 unique pieces of coverage in top tier publications such as Forbes, Fortune, Business Insider, Fast Company, Inc., Recode, and TechCrunch. This elevated awareness about Hired’s data within the business community.

Ellen Pao also tweeted the report out to her 49.K followers, which received 90 retweets and 137 likes.

2. Custom Art Exhibit: The Shape of Change

Hired commissioned award-winning Bay Area artist Val Britton to create an eye-catching and thought-provoking piece about Hired’s data.The resulting exhibit included two 2D collages and a 3D installation that allowed viewers to be immersed in a physical representation of the data. The Shape of Change exhibit was on public display for one week at the Minnesota Street Project in San Francisco. The Hired team also secured a feature story in Fast Co. Design about the exhibit.

3. Exclusive on Hired’s Efforts Around Wage Equality

In 2016, Hired spent $2 million to establish fair pay and has reassessed its pay structure every six months since to demonstrate the company’s commitment to its workforce. To elevate this effort, the team secured an exclusive headline story with TechCrunch on Equal Pay Day. The article was shared 217 times on social media.

4. Media Dinner

Hired hosted an intimate dinner and exclusive tour of the Shape of Change art exhibit for five San Francisco-based journalists, where they discussed the issue of wage inequality in the tech industry with Hired executives and industry experts. The team hosted reporters from The Washington Post, Buzzfeed, The Wall Street Journal, TIME and PBS as part of a strategic move to broaden the conversation of wage inequality in the tech industry to reporters that cover a variety of topics.

Overall results

In addition to the 41 pieces of unique coverage on the data report, the media dinner and custom art installation that raised Hired’s visibility, this event brought in business three times faster than previous event-led campaigns, among those who RSVP’d to the event.

The campaign also drove 14,800 viewers to Hired’s site on launch day, an additional 15,000 during the week of Equal Pay Day, and generated $5.25M in potential sales leads.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Katrina Wong is the VP of Marketing at Hired where she leads all key functions including demand generation, product marketing, and user acquisition. Given Hired’s status as a career marketplace, Katrina focuses her efforts on developing strategically integrated PR campaigns as a lever for compelling storytelling with data.

Prior to Hired, Katrina worked for Zuora, SAP Ventures and Salesforce. She also served as a management consultant for PricewaterhouseCoopers. With over 15 years of marketing experience, she is passionate about helping companies through stages of substantial growth.