flair: From PMF To Scaling Success

Headquartered in Munich, flair is an innovator in HR solutions. Since we started working together in 2021, we’ve helped them build an internal SaaS media engine and expand internationally.

Why do we love flair?

Built on Salesforce, flair’s HR platform is incredibly robust and enterprise-ready almost by default. Great product, strong PMF, smart founding team, global and extremely competitive market — a perfect setup for an empactful partnership. 

Evgenii Pavlov

CEO @ flair

Empact Partners helped us to take our inbound lead generation from zero to one. Their team genuinely cares about our product, brand, and objectives, delivering truly impactful work that matters.

Empact Challenge

flair brought Empact Partners aboard right after they reached a clear PMF. They knew they were ready to scale up, but needed help to:

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Our objective was to start punching above our weight. flair had a great product and a great sales team. What they needed was robust internal media to drive inbound leads and put flair on their prospects’ shortlist.

Vlad Shvets

Founder & CEO @ Empact Partners

At Empact Partners, we love a good challenge. The HR SaaS niche is extremely lucrative, and yet very saturated and competitive. Together with flair’s team, we had to figure out how to compete with the juggernauts like Workday or Personio — with a fraction of their resources.

Empact Roadmap

Website & Online Presence

First step: revamping flair’s web presence. A crucial aspect of being able to compete with 10–100x larger SaaS companies in an enterprise space is to have a high-end online identity. Branding, website design, blog — everything has to be impeccable. 

Vlad Shvets

Founder & CEO @ Empact Partners

Although we are all media creators at Empact Partners, we always put an emphasis on specialization and individuals’ unique backgrounds. For flair, we brought aboard Sharné McDonald, who previously did content & product marketing for another non-competitive HR company. Sharné brought with her a deep understanding of flair’s audience, industry, and a wealth of great ideas crucial for the project's success.

Media Content

Second step: we focused on content creation and distribution. Our goal was to create top-notch content for HR professionals and C-level executives. We assembled a rockstar team consisting of flair’s internal product experts and our highly specialized content writers.

Sharné McDonald

Senior SaaS Media Consultant @ Empact Partners

When I joined the flair project they were at the cusp of rebranding and ramping up all their operations. Coming from an HR SaaS product marketing background, I was super familiar with flair’s market and competitors. It was an exciting time to collaborate with their marketing team to improve their website and give feedback on their positioning.

Off-Page SEO

Authoritative incoming links are still crucial for organic search performance. In 2021, we partnered up flair with our network of media publications (including our in-house publication MarketSplash) to build their domain authority.

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Off-page SEO is not just the numbers game for us. At Empact Partners, largely through our publication MarketSplash, we maintain an active network of over 500 media partners — SaaS companies, industry publications, and online magazines.

Vlad Shvets

Founder & CEO @ Empact Partners

When we start working with a new partner, our immediate goal is to put their products on prospects’ shortlist. This means that if an executive thinks, “hey, we need a new HR software because X reason” and does a quick Google search — our partners’ product would appear everywhere among the industry leaders that might seem like obvious, and yet not necessarily correct, choices.

Teaming up with flair has been a rewarding, empactful experience! We've enjoyed collaborating with their talented team and have learned a great deal from their expertise and vision.

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