Case Study

HR technology brand perception study

Refining enterprise messaging and strategic positioning through in-depth HR leadership feedback.

Overview

<p>GLG supported brand repositioning through high-level executive access, global qualitative insights, and targeted message testing.</p>

Senior Practitioner Access: GLG successfully engaged a diverse group of experts, including Chief People Officers, SVPs of Human Resources, and Talent Directors, ensuring the feedback represented the highest levels of enterprise decision-making.

Global Perspective: The research spanned the US, UK, and Canada, providing the client with a cross-regional understanding of how brand perception varies across major enterprise markets.

Strategic Output: Rather than just providing data, the project lead delivered a focused, recommendation-heavy report designed to drive immediate internal action and stakeholder buy-in.

Tenured Expertise: By sourcing interviews with recruiters and leaders from companies with 1,000+ FTEs, GLG ensured the insights were relevant to the complex needs of large-scale enterprise organizations.

CHALLENGE

A leading HR technology company sought to pivot its market identity to be seen as a strategic partner rather than just a service provider. To achieve this, the client developed several brand territories and messaging versions for an enterprise audience but needed to validate which resonated most with high-level decision-makers.

THE GLG APPROACH

GLG facilitated a qualitative research engagement focused on deep-dive discovery. By engaging a panel of senior HR practitioners and talent acquisition leaders, GLG was able to test specific messaging versions against the real-world pain points and priorities of the target audience.

The study utilized 1-on-1 in-depth interviews to move beyond surface-level preferences and uncover the underlying drivers of brand trust and territory preference.

The study focused on:

Messaging Validation: Comparing two distinct versions of messaging to determine preference and clarity.
Brand Territory Testing: Identifying the top two strategic territories that most effectively positioned the client as a "strategy partner."
Trust Assessment: Evaluating if the market trusted the brand to deliver on the specific promises made within the new messaging frameworks.
Pain-Point Discovery: Eliciting feedback on current enterprise HR priorities to ensure messaging was grounded in current market needs.

OUTCOME

The findings were synthesized into a strategic ~10-slide report by the project lead. This report provided the client's internal team with clear recommendations and the evidence-based confidence needed to present to key stakeholders and finalize their global messaging strategy.

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