average impressions per sponsored article


above LinkedIn benchmark average


increase in social media followers


visits per month to jobs pages

The Problem

Ritchie Bros. is a global asset management and disposition company, which, despite investing heavily in innovative technologies, a lack of brand awareness with tech talent and other key segments was an ongoing challenge for the talent team and hampering their ability to hire key talent. 

After defining the Ritchie Bros.’ employer value proposition (EVP), they needed an ongoing solution that would cover the entire talent acquisition funnel – from awareness through to hiring. Whilst they needed to build brand awareness and perception, they also wanted to send a clear call to action to their target talent segments to find out more about what they do and apply for roles!

This need, coupled with limited internal resources and bandwidth to create a steady stream of employer branding content was the impetus for reaching out to The Martec.

The Solution

After working with an external agency to create a full EVP for a few segments of the business, they were still unable to launch in the market without The Martec Platform bringing their people’s stories to life.

The Martec’s People Intelligence mapped out Ritchie Bros.’ employee advocate profiles in line with key talent segments, and to identify and qualify thought leaders within the company.

Once they had they had their advocates, our AI-powered Audience Insights in our Content Intelligence gave insights into the topics and headlines trending with Ritchie Bros.’ key audiences so that they could match topical headlines with the brand advocates’ expertise, passions, and interests.

Our Content Experience hubs continues to enable the team to grow their employer brand, establish credibility and drive conversions through genuine employee stories, used at various stages throughout the candidates and employee experience.

The Results

In partnership with The Martec, the Ritchie Bros. talent team can now rely on end-to-end employer branding and talent acquisition support.

They have been able to hire in specific talent segments through highly targeted social media campaigns featuring brand advocate stories and thought leadership articles, with results exceeding expectations – 3000+ visits per month to their jobs pages.

They achieved a 14x higher engagement than the industry benchmark “My account manager from LinkedIn even called me to ask “What the hell is happening?” - to see those results is just awesome!” which led to growing their follower pipeline on LinkedIn by 137%.


“The Martec is an extension of our internal team. We might have been able to manage one initiative or campaign internally, but now we have the bandwidth to cover a wide range of business segments and talent niches. These are things we couldn’t do before. People know what we do and are applying for roles”.

Employee Hub

The Employee Hub allowed the team to map out Generation Health’s employee profiles and to identify and qualify thought leaders within the company.

Audience Research

Audience Research provided tailored insights into the topics and headlines trending with Generation Health’s key audience segments.

Story Builder

The Story Builder matched trending topics with the brand advocates’ expertise, passions and interests, in line with the business’ objectives.

Questioning Engine

The Questioning Engine extracted rich, in-depth responses from the company’s thought leaders.


The Library enabled the team to grow their employer brand and establish credibility through unique and authentic insights and stories.

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