Challenge

In Denmark, 2/3 of those employed in the private sector are employed in an SME. Only a few of them have dedicated HR resources, and thus the human aspect is overlooked and neglected on a daily basis.

With the desire to make HR accessible to all companies regardless of size and industry, Danløn - a Paychex brand - launched a digital HR solution under the name Danløn HR.

Solution

Based on data and knowledge, we identified the times when the need for HR is greatest. It turned out to be in connection with the hiring of new employees, where far too many employers end up making use of standardized employment contracts, found in quick online searches.

But a contract is more than getting each other papered. It is a view of humanity that helps to shape the company externally. And in a labor market where it is difficult to attract qualified employees, it is more important than ever as a company to be able to prove itself to the outside world.

By drawing on knowledge and insights into what gives employees value in their working lives, we set a new standard when it comes to employment contracts. A specially drafted contract that does away with viewing an employee as part of the machine, and instead sees them as a valuable human being who helps ensure profits across the board in the company.

So every time an employer was looking for an employment contract, we met them with our optimized standard contract and recommendations on how to fill out a contract so that it not only follows the law, but also benefits the individual. And thus the company.

Result 

In order to capture the target group when the need for Danløn HR was greatest, the Human e-Contract was launched on an SEO-strong subsite, which based on specific keywords and terms secured top rankings in relevant searches.

Through a relevant online presence on LinkedIn and selected industry media, the value of HR was further unfolded, and emphasized how Danløn HR could solve the vast majority of administrative challenges that exist in an SME.

In this way, the Human e-contract not only became a marketing of the Danløn HR product, but also gave the individual company the opportunity to fine-tune and talk about its own values. A crucial ability to be able to attract the talented employees who are in such great demand.

Already in the first month, the Human e-contract delivered significant results. The number of web visits increased explosively, and as many as 65% of the visitors downloaded the contract and sales of Danløn HR doubled.

A simple and effective solution, where the product basically marketed itself and at the same time positioned Danløn HR as a brand with the energy to make a difference for far more than just a bottom line.