Case Studies: Everyday Health group P&P
Buckinghamshire-based Lifecycle Marketing Ltd, was acquired by Everyday Health Group Pregnancy & Parenting (EHG P&P) at the beginning of 2023.
Their brands include Emma’s Diary, Families Online and Health Professional Academy – if you’ve had a child in the last two decades (or know someone who has) you might have heard of Emma’s Diary and may well have used the app.
We’ve worked with Lifecycle Marketing Ltd (now known as Everyday Health Group Pregnancy & Parenting) since 2011.
Over the summer of 2023, we placed two new candidates into roles, both of whom accepted offers within two weeks of job intake.
What we did
Role one: Paid Social Media Specialist
Hiring manager: Chief Marketing Officer
We were asked to support on this paid social media role as the current employee had resigned with just a four-week notice period. The client wanted to fill the role quickly to facilitate a quick transition between post-holders.
The client’s person specification was a little tricky because of the specific experience they were looking for. Ideally, they wanted a candidate with B2C experience together with agency experience. Their ideal candidate would understand the pace required and have experience working to different client deadlines. They’d previously struggled to find someone with some understanding of setting up paid ads at an executive level. They were finding candidates with social experience but no specific paid experience.
At the time we’d been supporting a candidate through redundancy who had both agency and in-house experience. They’d set up paid client campaigns and – having worked with the client for more than eight years – we knew instantly the candidate would be a great addition to the team.
We were also able to successfully support the client with the onboarding process and avoid a week’s gap without anyone in the role as the candidate agreed to support remotely a few hours a day (paid, of course) to check in on the ads.
1st June – Job intake call
5th June – CV sent
6th June – First interview
12th June – Second interview
13th June – Offer accepted
5th July – Start date
Hear from the candidate
“After unexpectedly losing my job, I got in touch with Lauren regarding a role at Lifecycle. The whole experience from start to finish was amazing. Lauren really couldn’t do enough to make sure I was prepared and went into my interviews feeling confident and had work that would impress. I couldn’t recommend her and Grace enough.”
Hannah, Paid Social Media Specialist
Role two: Influencer Marketing Executive
Hiring manager: Head of Social and Content
In July 2023, the client called us as they urgently needed to find an Influencer Marketing Executive.
The maternity cover (who we placed) was going travelling at the end of their contract, and the original candidate (also placed by us) who was due back from maternity leave was not returning to the role. The client was at a peak, busy period so couldn’t have a gap without anyone in the role. Time was very much of the essence!
As chance would have it, we didn’t need to advertise for this role. We had an application for another role we were hiring for and immediately on screening the candidate realised she was not right for that position however she was perfect for this role as she had direct influencer marketing experience.
There are limited candidates with influencer marketing experience AND specifically B2C AND not looking to work in London – so the pool was extremely small.
The candidate was also in the running for two other positions (not through us) which we were aware of from the start and had kept the client in the loop throughout in terms of timings and role details so that we could manage expectations. We worked with both the candidate and client, keeping lines of communication open throughout the offer negotiation/management. This resulted in a successful offer acceptance and start date of 30th July 2023, just 13 days after that initial call from the client.
4th July – Job intake call
5th July – Sent CV
7th July – First interview
12th July – Final interview and presentation
13th July – Offer made
17th July – Offer accepted and contracts exchanged
30th July – Start date
The Grace approach
One of the most important things in both these placements was communication. And that’s something that we put on a pedestal here at Grace. We kept in touch with the client and the candidates throughout the process, always managing expectations.
We place a huge importance on building relationships. We take the time to get to know both our clients and our candidates and build long-term relationships. This means that we know when a candidate will thrive at an organisation. Because it’s not just about what’s on paper.
We don’t put candidates forward for roles that we don’t think they would be suited to. We don’t play the numbers game and favour quality over quantity.
Hear from the hiring manager
“Working with Lauren to recruit for our role in digital marketing was seamless; Lauren really took the time to understand the role in detail, along with what a typical day would look like, to help her find the perfect person. The first person we were provided with fit the bill perfectly! Thank you so much!”
Emma Beeks, Head of Content and Creative Solutions at Emma’s Diary
Get in touch
If you would like to learn more about how Grace can help you to build your team, get in touch.