What we helped with

The clients – Align People HR (alignpeoplehr.com)


Align People HR are an independent HR consultancy  bringing their own brand of HR service to clients.

As HR specialists with over 60 years’ experience in the team, they provide strategic plans for business growth with advice on how to create the right company culture, values and business structure to support this. They provide support and guidance with any people challenges that arise and ensure all employment documentation is fully compliant. Furthermore, Align People HR provide support on projects such as talent acquisition, management development through their own L3 leadership programme, career development, employee benefit reviews, restructures and downsizing.


The brief 

Align People HR were looking for specialist PR and marketing support to increase brand awareness, primarily within the Aberdeen and wider Scotland area. The objective was to support their business growth strategy which included both expanding their client base and the team.

They were looking for an agency to ensure a consistent approach to messaging across all company communication channels and create an engaging media presence, positioning them strongly as an authoritative and innovative voice in the HR industry.


The work 

Press releases and features 

Since kick-starting our relationship with Align People HR, we have taken a blended approach of press releases and longer-form thought leadership pieces.  The consistent drumbeat of company news and milestones in conjunction with thought provoking, insightful and helpful longer form articles from Alison, the MD has been a winning combination to secure their position as trusted and respected HR providers in the North-East of Scotland.  We created a strategic plan for issuing these press releases to ensure maximum coverage within key target media outlets. Due to our strong relationships with journalists and publications, one journalist approached Bold St Media directly, to ask if Alison Paton MD at Align People HR could provide commentary on a topic they were covering.  When coming up with the topics for other thought leadership pieces it relied heavily on our close working relationship with the Align People HR team.  We took key insights from the team and combined them with trends we could see gaining traction online that we could news-jack.  Topics included, an increase in flexible working, changes in the law which allows international graduates to stay in the UK without sponsorship from an employer, mental health in the workplace and the importance of people management training for line managers.


Email campaigns 

We support Align People HR with the planning and writing of bi-monthly email campaigns, and the creation of solus emails to ensure important updates are received by their valued subscribers. We also assisted with developing the design of their newsletter as well as growing their subscribers list from scratch. Since launching the newsletter in March 2022, we have achieved a consistent, average open rate of 40% which is strong when platform Mailchimp sets 20% as a good open rate.


The impact 

Within 8 months of working with Align People HR, consistent media releases have resulted in coverage within local and national papers including The Press & Journal, The Scotsman and Scottish Business Insider, which has driven increased brand awareness.  The knock-on effect has been an increase in new business contacts reaching out to Align People HR to explore opportunities for them to support them. PR in particular is considered a marathon not a sprint and working closely with Align People HR we’ve delivered consistent news, hitting key publications which have resulted in them achieving their objectives.

“We love working with Bold St Media.  Since our first meeting with Eilidh and her team, we have been blown away by the energy and passion they have for all things PR and helping our business grow.

“When we started working with Bold St Media, we were definitely social media shy.  However, Bold St gave us the encouragement and confidence to take the plunge with developing and posting our own content which has seen our social media presence grow and numbers of company followers increase.

“We are now well established on LinkedIn, we have a YouTube channel and are dipping our toes into Instagram and even TikTok…

“Our bi-monthly client newsletter is up and running and Bold St’s knowledge and connections with the media is also second to none.  We have seen some of our HR thought leadership articles published in the printed press – The Scotsman, P&J, Scottish Business Insider which has given our business fantastic visibility and has raised the bar for us going forward.

“When we launched our brand new leadership development programme L3 Life long Leadership Skills, again, Bold St provided useful advice and guidance on marketing the programme and helping it reach our target audience.

“Eilidh and her team are PR professionals, experts in their field and great fun to work with.  Thanks Bold St for all your help so far, we look forward to seeing what we can achieve this year…”

Alison Paton, Founder

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