ADP

Helping Employers Navigate the Pandemic Through Timely Workplace Insights
Intro:
ADP Canada (ADP) is an industry-leading provider of payroll solutions, HR services and HCM technologies. To maintain and build on this reputation, ADP and K&P have been focused on developing brand perception and recognition as Canada’s most reliable, end-to-end partner on all things “workplace” by providing critical insights into the Canadian workforce since 2015. Following the onset of COVID-19 in March 2020, these efforts evolved into a further commitment to helping organizations navigate the pandemic.
The brief:
K&P and ADP have leveraged timely, relevant workplace insights to elevate the brand’s credibility as a trusted HR partner and help various stakeholders make better business decisions for several years: since 2019, the ADP Canada Workplace Insight Surveys have served as a trusted and credible barometer for worker sentiment and activity across Canada. Since 2020, as COVID-19 changed the world to what we now know as the “new normal”, driving conversations around the impact of the pandemic on the Canadian workforce, supported by reliable, proprietary data, became a significant focus of the surveys.
The outcome:
To break through the clutter and deliver valuable insights K&P and ADP conceptualized and executed a series of market surveys which expanded on existing research initiatives. The program included a combination of short omnibus pulse-surveys to deliver timely data on rapidly changing trends in the COVID-19 era, and long-form surveys to expand on unique data and explore, in-depth, changes to the workplace as a result of the pandemic. Using these insights, K&P was able to consistently secure extensive media and public attention, driving online discussions and creating value for reporters, employers, clients, stakeholders and the general population.
K&P and ADP designed multi-pronged public relations campaigns, in both English and French, with earned media as the primary tactic to reach key audiences, supplemented by social media, influencer relations and client communications collateral. The cross-Canada campaigns generated significant national and regional media attention, consistently growing year-over-year media impressions.
Overall, the 2021 and 2022 Workplace Insights Surveys campaigns garnered over 400 million impressions and over 1,700 stories in national and regional targets across online, print and broadcast verticals. K&P regularly secured interviews with ADP’s experts and frequently positioned spokesperson commentary with media covering workplace and workforce trends. K&P’s strategic use of social media and influencers further enabled the campaigns to reach broader public audiences. The success of the campaigns also led to the development of satellite speaking events based on the Workplace Insights topics, owned content and internal communication collaterals.