Shared Parental Leave project

by Progressive Content Client: REED

Following a comprehensive competitive tender process run by the CMA, Reed Specialist Recruitment (RSR) appointed Progressive as its preferred content provider for an up and coming HR legislation change. The project utilised the agency’s Content Cloud software platform to deliver a range of time sensitive, responsive and topical articles. The project focused on the newly introduced Shared Parental Leave (SPL) legislation.

The Challenge

The goal was to engage with current clients as well as more senior HR professionals and to position REED as experts on the new SPL legislation and its impact on employees and employers. The campaign had the additional goal to educate the REED co-members and encourage them to share this knowledge with prospective and current clients. Finally, the content had to be created by industry experts, be accessible to those new to the subject but informative enough to engage several leading industry professionals.

Our Solution

Despite a very short lead-time, Progressive used Content Cloud to commission HR specialists, economists and illustrators to create a bank of content that could be released across REED owned digital channels to coincide with the SPL legislation. The content plan subsequently moved on to longer form articles and animation to introduce related topics that might also stimulate debate and sum up all the SPL insights to date. The first burst of activity included eight infographics, fourteen articles and one animation. Half of this content was delivered within three days.


The response has been extremely positive from both internal employees and clients. Content created for the website received the longest dwell time they have experienced on their site. Potential senior clients joined their LinkedIn group, with many having previously been hard to reach. The content also helped to generate new sales leads. The internal sales teams welcomed the content as a powerful reason to start conversations with new potential clients.

We are currently working on several new programs having already delivered additional work for REED Finance and REED Talent Solutions.

Catherine Maskell, head of marketing at RSR, says: “Within less than three days we have been able to deliver real-time content, something previously not attempted.”