How we built UKG’s authority in HR through bold, narrative-led media engagement

UKG, already a known voice in human capital management (HCM), needed to fortify its position as a market leading provider and become the go to voice on frontline worker issues, HR trends and workplace experience.

Despite strong brand awareness, UKG’s share of voice was being squeezed as challenger vendors and emerging tech brands ramped up their presence across a highly competitive media landscape.

We put relevance at the heart of UKG’s PR programme – using real time market trends, UKG’s rich proprietary data and a renewed journalist relationship strategy to deliver stories the media genuinely cared about. We delivered stronger visibility, greater recognition and a significant uplift in UKG’s share of voice across top tier HR, workplace and business outlets.

The challenge

UKG is a global leader in human capital management, supporting more than 80,000 organisations worldwide. Its technology serves millions of frontline workers across manufacturing, retail, hospitality, logistics and warehousing. Its mission is simple: to help every organisation become a great place to work.

Despite its strong brand position, the HR media environment in the UK and Ireland is noisy and fast moving. To stand out, UKG needed: greater relevance around national workplace trends; a stronger presence in tier one HR, workplace and business media; a more consistent, insight led voice on issues affecting frontline workers; and a fresh, energetic PR programme that built deeper relationships with journalists.

Our relevance driven approach

We focused on what HR and business journalists actually need from expert sources, including:

Timely insight on major HR issues

Credible, evidence-backed commentary

Clear relevance to current economic pressures

Using these priorities, we built a communications strategy grounded in our RelevanceEngine principles – shaping UKG’s proprietary data into authoritative, media-ready insight.

This approach delivered a focused journalist engagement programme, combining tailored outreach, rapid expert commentary and proactive newsjacking around breaking HR and economic trends – ensuring UKG’s voice appeared where conversations were already happening, with greater impact and credibility.

Impact that mattered

Over the first quarter alone, our programme delivered:

37.7% share of voice, outperforming larger competitors

97% of coverage featuring UKG in headlines or lead paragraphs

71% of audience perception linking the brand with innovation

40 pieces of coverage across HR, workplace, business and national media

We didn’t just secure coverage – we increased relevance, strengthened authority and expanded UKG’s influence across the HR and frontline worker landscape.

“The UKG PR programme was built on insights. We took UKG’s own data and the topics it wanted to own and built stories that the HR media cared about. We took a top down view that enabled us to match journalists to stories that both the client and the media wanted to cover. The programme was a joy to work on with the team achieving some great results.”

Claire Lamb, Director, Skout