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HR Institute

Leading the conversations within the HR sector, across multiple platforms and formats, to build credibility and respect


The Australian HR Institute wants to be in dialogue with all of Australia’s HR sector, and Mahlab has achieved this by establishing an unmistakable voice across print and digital channels.


  • 1
    Establish AHRI as a cross-platform publisher
  • 2
    Launch content hub website and other digital properties such as newsletters and social channels
  • 3
    Extend reach of content to attract new members
  • 4
    Design distinct content experiences that are relevant to the various audience segments
  • Approach

    We overhauled the print magazine, putting people at the heart of it, and created a content hub, HRMOnline. The mountain of content that lived and died in print was brought back to life, and new content is posted daily. Where appropriate, in all content on- and offline, we highlight products and services that AHRI offers including certification and events, to encourage members to make the most of their membership and non-members to sign up.

    To drive traffic to HRMOnline we created a new daily enewsletter, HRM AM, a weekly wrap-up enewsletter, HRM Weekly, and we publish and amplify content on AHRI’s Facebook and LinkedIn pages.

    The results

    Readers say HRM
    is at the forefront
    of HR news
    in 10
    higher advertising
    revenue than
    budget in FY21
    0 %
    average time
    on page
    0 :38min
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