Challenge
Emtrain is a Bay Area human resources technology platform that provides training and data to help companies deal with tricky workplace culture issues like harassment and bias. Emtrain’s customers include companies like Netflix and the New York Times. Their technology takes a snapshot of employee attitudes toward the workplace culture and sets a benchmark that companies can use to measure against after training programs are delivered. Goals Emtrain was looking for media coverage on three fronts: First, to highlight the results of the first annual Workplace Culture Report. Second, to publicize the company’s most recent round of venture capital funding. Third, broad stories that raise the profile of the company as a leader in the workplace culture space.
Solution
For the announcements surrounding the Workplace Culture Report and the funding round, we focused on a handful of top tier media outlets in the trade, business, and tech space, providing some embargoed information ahead of time. For thought leadership, we worked to create pieces authored by the company CEO tied to breaking news in the workplace culture space.
Results
Coverage over a three month period included Op-ed pieces in INC and Entrepreneur Magazine, articles in Fast Company and Digital Trends, trade coverage in SHRM, HR Dive, and others, and funding coverage in The Wall Street Journal, TechCrunch, and Venture Beat.
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