Aon: Applied AI in Talent

Guides & E-books for the HR Tech Industry

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Rep Cap helped Aon write and design collateral for the SIOP Annual Conference, which they were sponsoring and presenting at.

Our Roles

  • Writing
  • Graphic Design

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.

About Aon

Aon is a leading global professional services firm providing a broad range of risk, retirement and health solutions. With 50,000 colleagues in 120 countries, Aon empowers results for clients by using proprietary data and analytics to deliver insights that reduce volatility and improve performance.

Industry: HR Tech
Company Size: Enterprise
Location: Global

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