Australian HR Institute

How we transformed the Australian HR Institute into a multi-channel publisher

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AHRI’s primary method of communicating with its members was a print magazine. Since we began working with them in 2014, we’ve helped them fully transition into a multi-channel publisher with a digital-first strategy.

Key Objectives

  1. Establish AHRI as a cross-platform publisher
  2. Launch content hub website and other digital properties
  3. Extend reach of content to attract new members and find new sources of revenue


For a long time, the Australian Human Resources Institute (AHRI) primarily communicated with its members via a well-established print magazine — HRMonthly. Highly regarded among the membership, HRMonthly was a good industry read. In fact, it is so well regarded that we were once contacted by the Prime Minister’s office to ask if they could reproduce a piece in their internal staff communications. However, the magazine didn’t have much of a life after the month was out, and was only available to members.

Our Approach



Weekly eNewsletters
HRM AM and HRMWeekly


We set to work and 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 now posted daily. We create engaging content centred around the broad AHRI offering, including certification and events, to encourage members to make the most of their membership and entice non-members to join.

We drive traffic to HRMOnline through a new daily eNewsletter, HRM AM, a weekly wrap-up eNewsletter, HRMWeekly, and through social on AHRI’s Facebook and LinkedIn pages.

The Outcome

  • Excellent feedback from AHRI and the wider HR sector
  • HRM is the #1 source of HR news for three out of four readers
  • Looking at the same period last year, the monthly traffic on HRMOnline has increased by 35%
  • 23 per cent of AHRI’s website traffic comes from the HRMOnline content
  • Advertising revenue for HRM was 22 per cent higher than targets in FY19