Subscribe to our newsletters

There’s A Serious Brand Gap In Work Tech

Marketing, Discussion, Employee Experience, Newsletter, Work Tech Trends, Work Tech Weekly
WTW Thumbnail
Marketing, Discussion, Employee Experience, Newsletter, Work Tech Trends, Work Tech Weekly


Great brands emerge from tough times. As difficult as this year has been for many Work Tech brands, we know that billion-dollar brands will be forged in this crucible. We’ve recently wrapped up research to supplement our next e-book on how to make the most of your brand in today’s market. What we discovered is a serious gap between brand importance and brand execution.

Our research shows that companies get it: 80% of respondents understood that brand experience impacts every way businesses measure ROI. However, 
only 24% of responding companies with 1,000+ employees were definite that their brand resonated with their market. 

That’s why we’re excited to see TriNet roll out its new brand identity with some serious flex: Creative work by iconic photographer Annie Leibovitz, award-winning documentarian Galen Summer, and distinguished film and commercial director Andrew De Zen. It’s beautiful, compelling work. Key takeaway: Now is a great time to go big on brand.

What else is going on this week?

MICROPODCAST: Events Strategy

If you are a startup, is it worth going to trade shows? What is the biggest mistake that most companies make with their event strategy?

Straight from the team of experts at our full-service CX agency: Matt Tatum and Callie Kloenne discusses events strategy for b2b tech companies.

Check out the micropodcast and our latest e-book, Know Before Your Show: The big book of Work Tech events, 2023!

Funding, mergers, and acquisitions

  • Hygraph raises $30 million Series B. This Berlin startup offers an enterprise-grade content management platform that handles knowledge management, among other use cases.  (FinSMEs)
  • LeapXpert raises $22 million Series A. The NYC responsible communications startup allows employees and clients to communicate on consumer messaging applications and voice channels in a compliant, governed, and secure manner. (TechCrunch)
  • Parloa raises $21.67 million. The German-based enterprise software provider uses a combination of conversational AI tech and low-code tools to help companies lighten the load on their contact center employees. (TechCrunch)
  • Wellth raises $20 million Series B. The LA-based digital health company provides a platform that generates lasting behavior change and positive health outcomes by motivating members — including employees — to follow through on healthy behaviors. (FinSMEs)
  • Fixie raises $17 million seed round. The Seattle automation platform for Large Language Models (LLMs) can be used by enterprises to automate a wide range of business use cases. (FinSMEs)
  • Zorro raises $11.5 million seed round. The New York- and Tel Aviv, Israel-based company provides health benefits experience for employees, employers, and brokers. (FinSMEs)
  • Troop raises $11 million Series B. The Spanish startup develops corporate meeting technology and services. (FinSMEs)
  • Flaim Systems completes $4.48 million Series A. The Australian startup offers an immersive virtual firefighting training system. (FinSMEs)
  • Right-Hand Cybersecurity raises $5 million Series A. The Phoenix startup offers a Human Risk Management platform for cybersecurity. (FinSMEs)
  • Playbook raises $7 million Series A. The San Francisco-based Gen Z and millennial-focused personal finance app is also offered through employers. (FinSMEs)
  • Anvil raises $5 million Series A extension. The San Francisco startup offers a paperwork automation platform. (FinSMEs)
  • Paraform raises $1.4 million in pre-seed funding. The San Francisco startup wants to change how the recruiting industry works by taking a marketplace approach, and is giving professional recruiters a new way to find work by going freelance. (TechCrunch)
  • Kim Technologies raises funding from Engage VC. The Atlanta startup offers a no-code, SaaS, patent-protected document generation and intends to use the funds to accelerate growth and expand operations. Terms were not disclosed. (FinSMEs)
  • GoJoe Raises £1.2 million in funding. The London social fitness app for work and play intends to use the funds to accelerate growth and expand operations. (FinSMEs)
  • FinFit and SalaryFinance U.S. announce merger. The merged organization will service the financial wellness needs of more than 500,000 U.S. employers and over 10 million U.S. employees. (Press Release)
  • Docebo acquires PeerBoard. The community as a service platform expands Docebo’s external training offering and social learning capabilities. Terms were not disclosed. (Press Release)
  • Radency acquires Ascendify. (Blog)

Dani Johnson and Stacia Garr are the Co-Founders of RedThread Research, an expert research firm creating unmatched, unbiased insights on people practices.

They’re also co-hosts of the Workplace Stories podcast, share a love for the outdoors and a desire to make the world of work better.

Read their full story in the latest edition of our Founder15 series.

Industry notes

  • Former Aetna CEO to take helm of health insurer Oscar. (Wall Street Journal)
  • Seekout brings ChatGPT-powered assistant to recruiters; Eightfold launches Copilots for HR. (Josh Bersin)
  • Zoom jumps on ChatGPT bandwagon, integrates Generative AI features. (CIO Dive)
  • Axonify launches enhanced frontline enablement solution. (Training Industry)
  • CoachHub introduces conversational AI career coach. (Training Industry)
  • RedThread Research inaugural research on people analytics tech market. (Press Release)
  • Hemsley Fraser refreshes brand to reflect full-service proposition. (Training Industry)
  • Centrical releases AI microlearning powered by ChatGPT. (Training Industry)
  • Payactiv research: Employers unable to measure impact of financial wellness benefits. (Press Release)
  • HiBob announces Udacity, veteran as new Chief Marketing Officer. (Press Release)
  • earnings: Revenue growth and a shrinking loss. (ProactiveInvestors)
  • Layoffs: Hyland Software (1,000 employees/20% of workforce), Textio (30/20%)

Around the shop

Things we’re talking about or find interesting right now.

  • 20 Commonly mispronounced brand names. (Mental Floss)
  • The Starr Conspiracy’s Jeff Petersen breaks down 10 takeaways from his experience at the recent Transform event. (LinkedIn)
  • Microsoft Chief People Officer: We are experiencing a global human energy crisis. (Fast Company)
  • TikTok for B2B: How to do it right. (The Drum)

That’s it for this week!


Everybody love everybody,

Steve Smith

Steve Smith

Partner & Chief Marketing Officer

Keep reading

WLW Thumbnail
Weekly edition of our Work Leader newsletter....
Marketing, Discussion, Employee Experience, Newsletter
WLW Thumbnail
Engagement & Privacy
Weekly edition of our Work Leader newsletter....
Marketing, Discussion, Employee Experience, Newsletter
WTW Thumbnail
Tech Recovery: Are We There Yet?
Weekly edition of our Work Tech newsletter....
Marketing, Discussion, Employee Experience, Newsletter
Let's get to work!

A Humble Guide To Fixing Everything In Brand, Marketing, And Sales by Bret Starr is out now. Why the hype? Check it out.