iWorkGlobal
iWorkGlobal provided a team of experienced industry experts as an authority in global workforce management. With a network of partners in more than 170 countries, iWorkGlobal provided compliance consultation, employer for record and agent of record services both domestically and internationally - opening the glob to employers with services that make hiring, paying and managing remote employees and contractors quicker and error-free. These services were delivered through iWorkGlobal's proprietary online platform, MyVista, which empowers businesses to manage their full roster of international workers through a single dashboard.
iWorkGlobal combined high-touch service with deep industry expertise, relationships and global capabilities. In 2017 the company announced a merger with Nelson Compliance. At that time, iWorkGlobal's CEO Jeff Phelps stepped into a dual CEO role serving both iWorkGlobal and Nelson Compliance.
SECTORS
-
Contingent Workforce
-
HR, B2B, Startup
-
Employer of Record
PRIMARY LEADERS
-
Jeff Phelps, CEO / Founder
-
Eric Edelstein, Chief Technology Officer
ENGAGEMENT
-
Fractional CMO, 1.5 Years
AREAS OF FOCUS
-
Naming Exercise
-
Brand Creation & Development
-
Web Presence
-
Launch Strategy
-
Product Ideation & Positioning
ACCOMPLISHMENTS
NAMING EXERCISE
Ideation and naming exercise that included international industry and competitive benchmarking and positioning analysis in support of startup launch strategy.
GO-TO-MARKET STRATEGY
Brand development and launch strategy to take iWorkGlobal to market on an accelerated timeline within a highly competitive sector in a scalable way serving international markets.
DIGITAL PRESENCE
Development, design and content strategy supporting a web presence with substantial technology integration to support clients and contractors across global markets.
KEY RELATIONSHIPS
SCOPE & WORK
iWorkGlobal retained Nicknox Communications as a Fractional Chief Marketing Officer. In that capacity, Nicknox led a naming exercise for the company and guided brand development and the creation of a web presence. Nicknox was also a key partner in ideation of service structure and positioning, as well as go-to-market strategies encompassing industry PR and credibility building initiatives.
In 2021, Velocity Global acquired iWorkGlobal, creating the largest global Employer of Record in 185 countries and 50 United States. The expanded joint service offerings support scaled remote work with Independent Contractor Compliance and Agent of Record and was supported with $100M Growth investment from FFL partners, a San Francisco-based private equity firm with over $4.5 billion under management.
Brand Development
Founder Jeff Phelps engaged Nicknox Communications as a collaborator in developing the brand and go-to-market strategy. Thoughtful competitive benchmarking, market analysis and a comprehensive naming exercise introduced the name iWorkGlobal. Nicknox developed brand assets and guidelines for the startup.
Web Presence
iWorkGlobal needed to go from zero to website very quickly. Their robust technology requirements involved integration of multiple platforms to deliver both a public facing website and client portal with multiple language capabilities. Nicknox Communications provided creative direction and content architecture for the site, in addition to the copywriting needed to support message strategy.
Sales Collateral
Like many startups, iWorkGlobal, was actively pursuing partnerships and client relationships concurrently with brand development and positioning. A consistent, nuanced message strategy across multiple channels that enabled the innovative startup to remain nimble and productive during the startup season. In addition to the creation of pitch decks and advisor updates, the organization showcased a steady stream of media releases, awards, technology announcements and staff appointments.