The Secret Workforce
Data storytelling for lead generation and social engagement
Data Visualization | Collateral | Landing Page | AB Test
The Challenge: The client needed to promote findings from a study on shadow workforce practices, with a goal to increase awareness, generate leads, and drive content downloads.
The report findings were dense and data-heavy. The goal was to transform them into content that was visually clear and emotionally resonant.
My Role: I led the design of a multi-format content package. Data visualization played a key part in the success of project which received high praise from clients and recruiters alike.
I translated the report’s core themes into a series of digestible, visual-first assets that could flex across print, digital, and web.
Data Visualization
At the beginning of the project, a Word document filled with data and content was provided. To drive clarity, I extracted key insights from the repor. The visual system helped simplify complex ideas like workforce segmentation and productivity gaps, making them easier to understand and easier to promote.
Print Layout
The print version was intended for recruiters to bring to clients during pitches to argue various topics like pay increases, positive work environment, etc. and to demonstrate knowledge of industry. Based on how the piece would be used, I chose the compact dimensions of a half letter size booklet. Since the piece would need to be white labeled for all four brands, from there I moved to nailing down the brand look and feel to incorporate into the layout and data design.
Digital Version
While the print piece would be presented to current and potential clients in person, the digital version would be available online through a landing page; therefore it had to be readable on screen. Its purpose would be to provide useful content to promote status as thought leaders and an important resource provider.
Social Promotion
Google ads, National ads, and Field ads for Facebook and Twitter were created to promote the content, as well as emails for recruiters of all 4 brands. We created a short-form social campaign to amplify the report.
Each post was designed around a specific data point and paired with bold visuals to prompt click-throughs.
Landing Pages & Testing
An AB test was performed to determine if giving a little of the data upfront, lead to more conversions.
Option A
The first page was a version of our standard webpage headers with a title and a small blurb.
Option B
The second page included one of the data points and accompanying visual. Page B outperformed page A with a 30% increase in conversions.
Outcome
This project proved that even the most technical subject matter can convert when design leads with clarity, and data is tested in the real world.