Tribepad, a Sheffield-based talent acquisition platform, has been recognised at the Prolific North Marketing Awards 2024, winning the Best B2B Marketing Campaign award.
The accolade acknowledges Tribepad’s efforts in promoting equality, diversity, and inclusion through its “Stop The Bias” campaign, which addresses bias in recruitment processes and provides actionable strategies for organisations.
Tribepad supports major brands including Tesco, NHS Professionals, Greggs, Liverpool FC, and Northumberland County Council. The Stop The Bias campaign, first launched in 2022 and refreshed in 2024, highlights the company’s mission to create fairer hiring practices by offering insights from over two million job applications and practical guidance for HR professionals. The campaign was delivered in partnership with PR agency Resolut, reaching a wide audience of industry stakeholders, HR professionals, and diversity specialists.
Campaign Insights and Industry Impact
The Stop The Bias campaign has been well received by industry leaders and HR professionals, with many indicating a commitment to adopting Tribepad’s recommendations. One of the key features promoted by the campaign is anonymous applications, which has seen increased usage from just over 1% to 4.25% of applications in the past year. This feature anonymises candidate details such as name, ethnicity, and age, aiming to reduce conscious and unconscious bias during the hiring process.
The judges at Prolific North praised the campaign for its significant impact on diversity and inclusion, noting its effectiveness in promoting fairer recruitment practices.
Further Recognition and Market Impact
Tribepad’s efforts in promoting inclusivity also earned the company a Bronze award in the ‘Equality, Diversity and Inclusion Enabler’ category at the IHR Supplier Awards. Tribepad’s Marketing Director, Chris Cotterill, who was also named Marketer of the Year, reflected on the campaign’s success, emphasising the importance of data and insights in driving industry change.
Sarah Baldry, Director & Founder of Resolut, highlighted the campaign’s focus on confronting industry biases and providing practical tools for improvement. She expressed pride in contributing to an initiative that drives meaningful change in recruitment practices.
Growth Driven by Purpose
The campaign’s success has translated into substantial business growth for Tribepad. The company reported significant increases in marketing-qualified leads, new customer acquisitions, and a 41% rise in contract value. This demonstrates the effectiveness of purpose-driven marketing in achieving both social impact and commercial success.
Tribepad’s ongoing efforts in addressing recruitment biases continue to resonate within the industry, underscoring the importance of inclusivity and fairness in talent acquisition.
Image by Carl Sukonik | The Vain Photography.
The B2B Marketer, the online destination for B2B marketing professionals seeking valuable insights, trends, and resources to drive their marketing strategies and achieve business success.
