Introduction

In late 2023, Beyond Recruitment, a leader in New Zealand’s recruitment industry, sought to amplify the reach of its renowned Economic and Labour Report. The 2023 report, marking its 9th edition, offered vital insights into New Zealand’s economy, labour trends, and forecasts for the year ahead, with expert commentary from one of the country’s leading economists.

Beyond Recruitment saw the opportunity to share these insights and engage directly with decision-makers across various sectors through a webinar. The goal was to showcase the findings while reinforcing Beyond Recruitment’s position as an industry thought leader.

Challenge

After the pandemic, online event fatigue made it harder to capture attention for digital events. Beyond Recruitment faced the challenge of driving strong attendance while ensuring the event would reach a highly targeted audience of business leaders and industry decision-makers.

Solution

Having worked with Beyond Recruitment for over 10 years as their marketing agency, Prominence knew exactly how to create a strategy that would make an impact. Together, we devised a plan that would not only boost registrations but also foster high engagement throughout the campaign.

• Targeted Email Campaigns: We kicked off with a series of strategically crafted email communications. The messaging focused on the exclusive value of the webinar and the relevance of the Economic and Labour Report for businesses across New Zealand. The emails showcased how the insights would provide actionable information for navigating the year ahead.
• Streamlined Registration Process: To maximise sign-ups, Prominence designed a simple, user-friendly registration page on Eventbrite. Multiple touchpoints—including event countdowns and reminder emails—kept potential attendees engaged and motivated to register.
• Interactive Webinar Format: The webinar itself took a more dynamic approach. Instead of just a standard presentation, Beyond Recruitment incorporated a Q&A session where attendees could ask questions and engage directly with the economist. This real-time interaction kept the audience engaged and deepened the value of the event.
• Exclusive Content and Incentives: o make the webinar even more compelling, Beyond Recruitment offered attendees exclusive early access to the full Economic and Labour Report—well ahead of its public release. This added incentive encouraged more registrations and made the event feel like an opportunity that attendees couldn’t afford to miss.
• Strong Call-to-Actions: Throughout the campaign, we maintained a clear and compelling call-to-action: register to gain first access to invaluable insights from one of New Zealand’s most respected economists.
  

Result

The campaign yielded remarkable results, surpassing expectations on multiple fronts:

• 20.98% increase in webinar registrations compared to previous years.
• 32.1% more attendees than the previous year attended. 
• 74.4% increase in downloads of the report, expanding its reach to a wider audience than ever before with the help of a social media campaign.

The success of the webinar also sparked significant media attention:

• Radio New Zealand and Newstalk ZB both covered the report, broadcasting it to national audiences.
• MSN picked up the story and pushed it out via its newsfeeds.
• Major outlets like BusinessDesk and the Otago Daily Times also ran with the report.



Now, as Beyond Recruitment looks ahead to the release of their 10th Economic and Labour Report in 2025, the 2023 report continues to be a powerful touchstone, reaffirming their position as a trusted authority in New Zealand’s economic and recruitment landscape.