Our workIOSH for Business – building a community
When the Institution of Occupational Safety and Health (IOSH) launched a new sub-brand to connect more directly with businesses, it had nothing. No brand. No social presence. No followers.
Our challenge? Turn a standing start into a scalable brand that would attract, engage and convert a busy business audience – while staying true to IOSH’s mission of protecting workers worldwide.
1,700+ newsletter subscribers
2,800+ LinkedIn followers
Growing an audience the right way
From the ground up
The main IOSH brand enjoys a strong global reputation – as the world’s only Chartered body for OSH professionals – but we needed a distinct voice to speak to businesses in commercial terms.
Enter IOSH for Business: a dedicated sub brand with a clear proposition – ‘strategic support for businesses to reap the rewards of better occupational safety and health’.
We launched the new brand on LinkedIn with showcase and affiliate pages, that allowed us to take advantage of IOSH’s name without confusing people.
Zero followers? Zero problem.
Content, content, content
Across 12 months, we produced more than 60 pieces of content – spanning a wide mix of formats and topics.
We kicked things off with a film to introduce IOSH for Business, followed by a series of interviews with senior health and safety professionals. These were created in both long and short-form versions, giving us a bank of teaser clips for ongoing engagement.
Alongside this, we published regular articles both on the website and on LinkedIn – including thought leadership blogs, op-eds, guest contributions, industry updates, polls and customer case studies.
One of our flagship assets was an eBook designed to help OSH professionals win buy-in from senior leaders. We repurposed this extensively, using bitesize extracts to drive continued downloads and interest.
We also tailored content for key audience groups – including businesses in Saudi Arabia and the Gulf, those in the construction sector, and working in HR or finance roles.
We also created assets for external media partnerships, creating guest advertorial pieces and display banners for publications’ websites.
And six months in, we launched a dedicated newsletter – delivering fresh insights and updates straight to subscriber inboxes, so they can stay up-to-date with IOSH for Business even if they’re not that active on LinkedIn
In year one alone, we achieved:
• 2,200+ LinkedIn followers
• 1,300+ newsletter subscribers
• 1,200+ qualified leads for the IOSH sales team
We started with nothing. And now we’re helping IOSH for Business make a real impact in boardrooms around the world.
testimonial“The team at Storycatchers is full of ideas and passion, producing thought-provoking materials that speak to the right people about our training and certification offers.”
Lucy Arthur, Marketing Manager at IOSH
testimonial“Storycatchers plays a key role in securing growing relationships with businesses, which ultimately enables IOSH to transform safety and health across the globe – and save lives.”
Greg Ward, Head of Commercial Development at IOSH
