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AI is quietly reshaping how HR decision‑makers search, evaluate and shortlist the brands they trust. And if you’re wondering how important GEO is, take a look at these stats. Nearly 65% of interactions are now zero‑click. For B2B buyers – like those in HR – 94% are using AI during the buying process. And when […]

For years, success in B2B marketing was often measured by how many people you could reach. The bigger the audience, the better the result - or so the thinking went. But today, that logic is starting to come apart. Reaching more people doesn’t necessarily mean making more impact. In fact, many brands are discovering that [...]

Why the gap between what brands say and what HR managers need to hear is widening - and how to close it. Q. Why do so many HR technology and services vendors struggle to connect with the people they're trying to sell to? A. Vendors often confuse being visible with being understood, yet reach is [...]

One thing is for sure, the HR tech market isn’t short of competition. At this year’s HR Technologies event, the global giants were out in full force commanding attention by name alone and attracting visitors with their innovative stands. From Piña Colada flavoured ice cream through to personalised AI image cards you could print and [...]

HR decision-makers aren’t short of information, they’re short on time, trust and tolerance for irrelevant content that doesn’t speak to the real problems they’re trying to solve. They’re juggling more and more priorities than ever – making decisions shaped by workforce uncertainty, wellbeing pressures, DEI scrutiny, AI disruption, regulatory change and more. As the world [...]

April 2026 brought several developments into view for HR teams. Employment rights have moved into force, new reports brought fresh engagement data and renewed debate about how AI is affecting the next generation of workers emerged. For HR leaders, these developments are shaping conversations with managers, employees and boards right now. For communications teams marketing […]

Workforce news has been heavy this month and HR leaders are feeling the impact. To help HR marketers stay close to what their audiences are dealing with, we are publishing a monthly round up of the key HR themes shaping content needs. This edition looks at HR trends in March 2026 and the HR trends […]

Did you know that 65% of marketers saw major ranking shifts after Google’s AI algorithm updates in 2024? That’s a significant shake-up, and it’s forcing brands to rethink how they show up in search. While familiar platforms like Google and Bing remain central to how AI tools index content, the way users seek out information […]

Did you know that Skout is an employee-owned B2B PR and communications agency?   In 2023, our founding shareholders Rob and Claire made the decision to sign the company over to an Employee-Owned Trust (EOT). As Claire mentioned at the time of the transition: “Much of the success Skout has enjoyed is down to the […]