Case Study

Cornerstone: How we bring a hidden champion in talent management to the spotlight

Client

Cornerstone
https://www.cornerstoneondemand.com/de/

Project Date

March 2024 - Now

Services

B2B, HR, Business

The results

9

months

23

Articles Secured

14M+

Reached

The brief

In March 2024, Cornerstone, a leader in workforce agility solutions, approached us to enhance their media presence in the DACH region. Although Cornerstone has been active in the DACH markets for over a decade, serving more than 7,000 customers and 140 million users in 186 countries, including iconic brands like Roche, Siemens, and DHL, their media visibility has remained relatively low. That's where we come in to change that — and it was an instant perfect match. Just like Laika, Cornerstone is tech-driven and has innovation at its core. They focus on solutions that enable organizations to identify skills gaps and development opportunities, retain and engage top talent, and provide multi-modal learning experiences to meet the diverse needs of the modern workforce. Since March, we have been working together to raise awareness among the media and the public about the needs of the modern workforce and position Cornerstone as a key player in the market, ensuring that people are at their best– and when they are, organizations are too.

The campaign

In the beginning, our focus was on reintroducing Cornerstone to the German media market. While the company was not new, awareness of it was low, and it was flying under the radar of many journalists. This was opportune timing, as Cornerstone was just about to launch Cornerstone Galaxy, a comprehensive new workforce agility platform designed to build high-performing, future-ready organizations and people, in early May 2024. This development not only gave us a newsworthy angle to bring the company back into the spotlight, but also made Cornerstone more approachable to journalists.

To complement the Galaxy launch, Cornerstone also kicked off its global event series, Connect Live, where customers and journalists were invited to embark on this new journey together. These events showcased both the Galaxy platform and Cornerstone's latest acquisition of Talespin, making immersive learning experiences accessible and sharing the company’s future goals and vision. We invited select journalists to the German event, giving them the opportunity to get to know the company better, understand its vision, and engage in one-on-one conversations on-site.

All of this set the tone for Cornerstone's reintroduction to the media market. Building on this, our goal was to establish Cornerstone as a thought leader, particularly on topics that are crucial for companies worldwide, such as workforce readiness. The world of work is changing rapidly, and if employees aren't prepared, neither is the organization. This is where workforce agility comes in, helping to close the workforce readiness gap.

By demonstrating Cornerstone's value as a thought leader and approachable service provider who is genuinely invested in its clients' success, we are not just bringing Cornerstone to the forefront of media attention—we are making the company shine.

The results

It's safe to say that the DACH media landscape welcomed Cornerstone with open arms. After working together for nine months, starting with a phase of reintroducing the company to the media, we've already secured 23 articles and interviews in prominent outlets such as Haufe or Business Insider, and many others, reaching approximately 14.0 million people. But we're just getting started and have our sights set even higher. We truly enjoy working with Cornerstone and are excited to see what the future holds for us.