LifeWorks

Thought Leadership in Human Resources

Intro: 

LifeWorks is a world leader in providing digital and in-person solutions that support total wellbeing of individuals. The company is focused on providing world-class solutions to its clients to support the mental, physical, social and financial wellbeing of their people, with services spanning employee and family assistance, health and wellness, recognition, pensions and benefits administration, retirement consulting, actuarial and investment services.

The brief: 

To continue strengthening its position as an expert in total wellbeing, mental health and digital wellbeing services, LifeWorks launches multiple reports each year that explore trends affecting the workplace and employees across the world. Its most well-known campaigns include Employers Connect, an annual survey and a series of cross-country events launched in 2015 that focus on trends in workplace wellbeing, and its Salary Projection Survey (formerly known as Trends in Human Resources), which provides data and insights on projected salary increases for the following year. Most recently, LifeWorks launched its monthly Mental Health Index, in April 2020, measuring the mental health of individuals in Canada, the United States, the United Kingdom and Australia, as compared to benchmark data collected in 2017, 2018 and 2019.

Insights from each campaign are published in comprehensive press releases distributed to media across the country, with the goal of generating discussion and media interest around the company’s work in the space and expertise in workplace trends and mental health.

The outcome: 

Since first launching, the three surveys have received significant media attention across the country, which continues to grow each year. In 2020, Employers Connect generated 282 earned mentions across print, online, radio and television outlets in top-tier mainstream and trade media. The Salary Projection Survey generated significant media interest, securing 529 earned media mentions across the country, and the Mental Health IndexTM continues to exceed expectations each month, with 979 earned mentions in Canadian media generated for the October 2020 report alone.