How an Employment Screening Provider Expanded Its Reach Across Dozens of Industries
Client Description
Orange Tree Employment Screening is a provider of efficient background screening programs that allow their clients to hire both quickly and confidently. With more than three decades of experience in navigating the legal and logistical challenges of the field, Orange Tree is able to seamlessly tailor their product to the unique challenges faced by businesses across the country.
The Challenge: Increasing Exposure to Business Executives Across Diverse Markets
Orange Tree faced an inherent difficulty in making their services known to the appropriate executives: every business needs to hire. While this may sound like an advantage—it certainly is, in most respects—the universality of the hiring issue makes Orange Tree’s target audience a very broad one. That left them with a problem: they could focus their expansion efforts on one industry, capturing only a fraction of the market, or divide it across all the industries, likely capturing none. If Orange Tree was going to increase their presence, authority, and reputability throughout an extensive range of fields, they were going to need a force-multiplier.
Our Solution: Verticalizing Valuable Informative Content
Producing helpful, informative content that people would want to read was hardly an issue; the value we hoped to convey was already abundantly present within the expertise of the Orange Tree team. So we started working with them to develop their nuanced understandings of the benefits, challenges, opportunities, and pitfalls of background screening into robust frameworks—models, so to speak.
Then, we verticalized. Hiring relies predominantly on the same principles in every industry, but the remaining variation is key in capturing the attention of specific industry leaders. No one is really just a businessperson, after all; there are only QSR managers, hotel administrators, manufacturing executives, and so forth. So our team researched every relevant industry and began to tailor our models to match them. We incorporated industry-specific statistics, strategies, and concerns around the outlines we had developed. Soon, we were sending out between five and 10 high-quality, industry specific articles for each briefing with the experts at Orange Tree.
Outcome
As a result, Orange Tree’s insights reached major, industry-specific publications within healthcare, hospitality, transportation, retail, and more, growing their audience by an estimated 1 million people. QSR Magazine, Total Retail, and CEPro are among the outlets that featured these tailor-made articles, to name just a few. In this way, Orange Tree was able to expand their presence into regions of the market which had thitherto been unreached—with content that reflected the quality of their services.