The SIOP Conference
The Aon team had invested heavily in their presence at the annual SIOP (Society for Industrial and Organizational Psychology) conference as a sponsor. Many of Aon’s I/O psychologists were also presenting at the conference.
The Need for Impact
Aon’s marketing team was looking for a way to extend the impact of their messaging to attendees long after the event. They wanted to move beyond the usual style of content marketing for HR tech companies.
Developing a Complete Package
Rep Cap wrote and designed a B2B guide that was translated into a smaller size as a specially printed handout. Styled as a 4-by-6-inch booklet, the “AI in Talent Handbook” showcased Aon’s collective expertise in applying cutting-edge technology to assessments. The guide offered plain-language guidance on the major developments in artificial intelligence in talent, covering basic definitions as well as an overview of trends.
A Hit at the Event
The printed guide was a big hit at the event. Attendees were spotted throughout the conference center reading and sharing the handbook. The content was also adapted into a digital format, to be used as a gated lead-generation asset. The asset performed so well that the handbook model has been extended to a series and adopted for other business lines.