Our work Clu
Clu is an AI-powered Recruitment Platform helping employers build high performing teams, inclusively. The company’s pioneering technology uses proprietary algorithms to generate skills matrixes from job descriptions and then matches opportunities to job seekers with those skills, referred to Clu through their extensive partner network, in a fully accessible and neuro-inclusive environment.
This approach not only reduces barriers to the job market, it also sets a new precedent for people to be set up for success in the hiring process and their careers.
Ambition
Four Marketing Agency was approached by Clu in early 2021 to begin the official launch of Clu into the UK market. The focus was on digital PR to drive SEO and for Clu to be a first page return search term on Google which it now is.
In addition to driving online conversations around Clu, Four Media was also tasked with profiling the Co-Founder, Joseph William and increasing his online presence and ownership of the Diversity and Inclusion (D&I) market.
Action
We created and executed a strategic PR programme to reach a mixture of a B2C audience – the job hunters – and a B2B audience – the HR and Hiring Managers - through a broad range of media platforms across national and regional media and business, tech, HR and other relevant stakeholder publications.
This included developing brand toolkits with a suite of creative brand assets, key messages and important FAQs. Our launch story focused on communicating the benefits of Clu and why companies and job hunters should sign up. The story arc then moved on to a broad range of topics including the benefits of inclusive workplaces, case study stories on the issues with biased hiring, why hiring neurodiverse people is a benefit to companies, a focus on LGBT and neurodiverse CEOs, the importance of soft skills and also a research story with partner organisations on the barriers to funding for disabled entrepreneurs and the issues of discrimination in the workplace. Most recently, we have announced major new tech heavyweight hires and an ambitious million pound fundraise.
Supporting the digital media relations strategy was a targeted awards programme, entering awards on Clu’s behalf in the D&I sector, rec-tech market, inclusivity market and also awards on behalf of the Co-Founder, entering awards focussing on neurodiverse entrepreneurs, LGBTQ+ Founders, SME and social impact awards.
Result
In two years since working with Clu, Four Marketing Agency has generated over 60 pieces of quality coverage, with an OTS of over 6.5 million across podcasts, broadcast, print and online channels, reaching national and international audiences.
Hero coverage including images of Joseph Williams and / or his impressive Board has landed in major publications including the FT’s Sifted, the i and MSN as well as key trade press such as Recruiter, HR Review and Start Ups Magazine and local London press where Clu is based. A case study story of a job hunter who had to change his name to an English one to secure a job in the UK job market landed on BBC London.
Awards secured for Clu and Joseph Williams includes the Inclusivity Awards, TalentTech and TechRound’s 100 start-ups to watch list.
Importantly, we have continued to create a bank of stories from news releases to thought leadership articles around AI, neurodiversity, inclusive recruitment and social mobility in the insightful, impactful and positive way it was intended. This has been done by utilising the right people talking about the firm’s ongoing growth and commitment to the recruitment tech sector and ultimately the job seekers it helps, those from marginalised groups who are often overlooked for jobs they would be great at due to an unconscious bias in hiring practices.
Client feedback
Don’t just take it from us! Hear what Joseph Williams, CEO of CLU said:
As a social enterprise focused on social mobility, inclusiveness is in our DNA and central to our work. With many firms blanketing statements of inclusive communications and diversity, we had to be laser-focused on cutting through the noise to find a team that lived up to our high standards and didn’t just talk about them. This is why we chose to work with Four Marketing Agency. They possess a rare ability to turn our activism into news-worthy headlines without diluting our message or purpose, as many other firms would. They put in the work, are a true thought partner and have been an integral part of accelerating our route to market.