PHILADELPHIA--(BUSINESS WIRE)--Yoh, the Philadelphia-based workforce solutions company, has won the 2013 Ragan’s PR Daily Award for Best Content Marketing/Brand Journalism, the trade publication announced recently. Yoh won the award for a content marketing strategy it used to communicate with and target agile development professionals seeking employment as well as employers searching for these difficult-to-find computer software professionals.
The campaign, which was deployed by public relations agency Gregory FCA, used an array of highly targeted tools to penetrate social and traditional media channels to inform and empower both employers and agile developers. Housed inside Yoh’s award-winning blog, The Seamless Workforce, the campaign relied on an infographic, editorial cartoons, infotoons, bylined articles, and a series of data-driven blog posts to spur interest, conversations, and engagement in an area of software development where Yoh holds a unique level of expertise.
The content was shared and covered by a wide range of media, including GigaOm, VentureBeat, and eWeek, and a bylined article authored by Yoh subject matter expert Bob Schatz appeared in InformationWeek. In total, the campaign generated more than 6 million impressions, and was widely shared throughout the industry, garnering 129 Facebook shares, 526 tweets, 216 LinkedIn shares, and 51 Google+ shares. The campaign allowed Yoh to dominate the front page of Google and break into the top 10 results for targeted search terms that were identified at the outset of the program, including "agile developer" and "agile developer hiring."
“Content marketing allows a company to provide greater value to potential clients and, in our case, to potential candidates as well by offering information that will benefit the target audience regardless of who it chooses to do business with,” said Joel Capperella, Vice President of Marketing at Yoh. “Working with Gregory FCA, we developed a campaign that helped employers understand the current supply and demand of well-qualified agile developers and also informed potential candidates that they are in the driver’s seat when it comes to selecting their next career move.”
Yoh has been committed to a content marketing strategy since 2011. This approach is driven by Yoh’s leadership, which embraces and prioritizes sharing valuable content with the singular goal of informing, educating, and assisting the marketplace. The execution of Yoh’s content marketing campaigns has been aided significantly by its PR partner, Gregory FCA.
Components of the campaign included the following:
- Infographic: “Agile Development: Who’s Hiring and Who’s Hirable”
- Infotoon: “Agile versus fragile: Are you hiring the right developer for your team?”
- Cartoon: “Agile development is as agile development does”
- Cartoon: “How many agile developers does it take to change a lightbulb?”
- Cartoon: “We come in peace … but we need manpower”
- Guest blog post: “10 crucial questions agile developers should ask employers”
For over 70 years, Yoh has provided the talent needed for the jobs and projects critical to our clients’ success by providing comprehensive workforce solutions that focus on Aerospace and Defense, Engineering, Federal Services, Health Care, Life Sciences, Information Technology and Telecommunications. Yoh fulfills immediate resource needs and delivers enterprise workforce solutions, including Managed Services, Recruitment Process Outsourcing, Vendor Management Systems, Independent Contractor Compliance, and Payroll Services. For more information, visit yoh.com.
ABOUT GREGORY FCA
Gregory FCA is the country’s 42nd largest public relations agency, and the largest public relations firm in Pennsylvania. Based in suburban Philadelphia, Gregory FCA serves a range of privately owned and publicly traded companies, providing integrated public relations and communications programs that build brands, grow revenue, increase shareholder value, and create visibility.