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 to create something more impactful.
Developing a Complete Package
Rep Cap wrote and designed a B2B white paper that was translated into a smaller size as a specially printed handout. Styled as a small 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.