MUSE Gold

2022

SHRM Rebrand: Empowering Students to Pursue Their Purpose

Entrant Company

SHRM

Category

Corporate Identity - Brand Identity

Client's Name

Country / Region

United States

As SHRM continues to engage its members leveraging an audience-centric model, our team saw an opportunity to refresh the emerging professionals segment. The elevated rebrand, launched in 2021, better serves students and aspiring HR professionals with new student-centric content, messaging and a refreshed look and feel.



With a focus on four strategic pillars (Knowledge, Career Guidance, Scholarship and Community), this segment refresh positions and establishes SHRM as the one-stop shop for students to launch and advance their HR career. Centered around “Pursue Your Purpose”, the new brand meets students where they are and connects them to necessary tools, experiences, and communities to expand HR knowledge, activate professional networks and sharpen skills to get workplace ready.



As part of the rebrand, SHRM completely redesigned its online Student Member Center. In the pursuit of purpose and figuring out what they want to do, students will find the new webpage explains why a career in HR is a meaningful and reputable choice, and how SHRM can offer support and guidance as their career partner.



With the rebrand, our team saw a 267% increase in website traffic alone. Our metrics tell us that the enhancements are resonating with students and they are spending more time learning about SHRM and engaging with available content, such as SHRM certification and our all-new mentorship experiences.



After this strategic relaunch, we’re excited to see the emerging professionals segment continue to grow as HR students purpose their purpose with SHRM to build better workplaces and a better world.

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