flair: From PMF To Scaling Success

Headquartered in Munich, flair is shaking up HR solutions. Since we started working together in 2021, we've helped them build an internal SaaS media engine and expand internationally — and we're still going.

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 — and in HR SaaS, "above our weight" means going up against companies with 50x the marketing budget. flair had a great product and a great sales team. What they needed was a media engine to drive inbound leads and earn a spot 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: content creation and distribution. The goal was to produce content that HR professionals and C-level executives would actually bookmark — not just skim and close. We paired flair's internal product experts with our specialized content writers to make that happen.

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 a numbers game for us. Anyone can buy links; building real publication partnerships is a different sport entirely. Through 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. Three years in, and this is the kind of partnership where both sides keep raising the bar — which is exactly how it should work.

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