Since 1980, the International Association for Human Resource Information Management (IHRIM) has been the leading membership association for HR information management professionals, offering a unique community that blends education, collaboration and professional certification.

Background

Since 1980, the International Association for Human Resource Information Management (IHRIM) has played a major role in the advocacy, education, collaboration, and professional certification of HR technology professionals around the world.

Challenge

Technology is integral to IHRIM, driving its advocacy, collaboration efforts, continuing education offerings and professional certifications. While the association had robust content offerings, including in-depth articles and webinars, its website was outdated and difficult to navigate. IHRIM’s existing website didn’t deliver what visitors expected from an industry leader, which led to a poor user experience.

The association needed to update its core messaging and value proposition to clearly communicate the benefits it offers to the next generation of HR technology leaders. It also needed a more sophisticated, inspiring online presence to attract new members and provide more value for its existing audience.

Brand awareness was also a growing problem: People already familiar with IHRIM had a positive association, but recognition was slipping. Membership numbers and revenue were stagnant.

Solution

Rep Cap worked with IHRIM to revamp its value proposition, with a focus on streamlining and simplifying the messaging.

We then designed and developed a new website to express that messaging and make it easier to navigate the association’s deep library of content.

The website refresh included updating, trimming and reorganizing that existing content to improve SEO rankings and user experience.

Finally, we designed new collateral emphasizing the new messaging.

Results

The redesigned and reorganized website immediately saw a remarkable improvement in site health, thanks to the streamlined navigation and reduction in toxic backlinks.

IHRIM’s website realized rapid and significant improvements in organic search keywords and SEO rankings, driving additional traffic and potential members. Visitors can quickly learn about IHRIM, discover membership benefits, register for upcoming courses and events, and find valuable content and other resources.

“The Rep Cap team was a pleasure to work with,” said former Marketing Chair Baskaran Ambalavanan. “They communicated with us through the project, incorporated our feedback and delivered an excellent new website.”