The challenge

When BambooHR’s new CEO came aboard in 2022, the media was abuzz with manufactured trends like “quiet quitting” and “the great resignation.” The HR software industry had more attention and interest than ever, but nobody had a clear picture of the trends that would truly define the post-Covid workplace. 

In other words, there was a lot of noise but not much authority — a lot of opinions but not much fact — and all this viral static presented a unique opportunity. 

While reporters, competitors and LinkedIn pundits were scrambling to put their spin on the latest trend, BambooHR needed a way to stand out and separate themselves from the herd. That meant saying something new.

The solution

Rather than speculating on anecdotal evidence and outdated employment metrics, we developed a series of research initiatives that would check the pulse of current workers and reveal what was really happening. 

Using quantitative research and BambooHR’s first party data, we created the “Employee Happiness Index,” which analyzed three years of employment trends and 1.4 billion data points to establish a more precise and reliable measurement of employee satisfaction. Combined with an analysis of Fortune 100 HR leaders, and targeted surveys on everything from hiring practices to benefits, we articulated a new narrative around employee happiness with the groundbreaking report, “The Great Gloom.” 

We then brought the Great Gloom to the world through compelling social campaigns that distilled key trends and figures into shareable content, amplifying the coverage and building sustained relevance for both BambooHR and their CEO. 

The impact

The response was immediate and massive. BambooHR’s CEO found himself on CBS News, talking to an audience of 83 million about the crisis in employee happiness. 

“The Great Gloom” spread across the media landscape — from business outlets like Morning Brew and CNBC to consumer magazines like Essence. Publications that had previously ignored BambooHR—the Wall Street Journal, Washington Post, CNBC — began reaching out directly for quotes and insights. 

The long-term results were even more profound. Awareness jumped 139%, coverage increased 70% year-over-year and BambooHR became the go-to source that even competitors cited when discussing workplace trends.