Sapphire HR
Crafting a gem of a website & marketing strategy for a growing HR consultancy
- Brand
- Marketing
- Website
Sapphire HR is an independent HR consultancy based in Clavering House, Newcastle. Founded by Michael Dobson FCIPD in November 2018, the company provides clear, practical HR outsourcing support to organisations of all shapes and sizes across the UK.
Built on a straightforward philosophy – keep things clear, keep things practical, and keep people at the centre – Sapphire helps businesses handle everything from everyday HR challenges to more complicated workplace issues.
The challenge: a hidden gem in need of a polish
By 2023, Sapphire HR had built a strong reputation through word of mouth and trusted relationships. However, their website and wider marketing activity didn’t quite reflect the growth of the business.
The site itself needed modernising, the branding needed sharpening, and there was an opportunity to improve how Sapphire appeared in search results for key HR topics (and there’s a lot of them). In short, the expertise was there – it just needed a stronger platform to show it all off.
So, what exactly did we do?
Our work with Sapphire began in May 2023 with the design and development of a rather snazzy new website. Once the new site launched in October 2023, the focus shifted to building visibility. From November 2024, we began supporting Sapphire with SEO-driven blog content designed to increase traffic and generate enquiries.
What started as a content-led approach quickly blossomed like a big, beautiful flower. As opportunities emerged, we broadened the marketing strategy to include social media management, email marketing, press coverage, feature articles, and print support for events and exhibitions.
What stands out is how easy the team are to work with and their consistent attitude that nothing is ever a problem. They deliver a high standard of work and regularly go above and beyond for their clients Importantly, they’ve helped us communicate HR in a way that aligns with our values: client‑focused, solutions‑driven, and making complex topics clear and accessible.
Michael Dobson FCIPD
Director, Sapphire HR
Web: relight my Sapphire…
Step one in getting Sapphire to where it needed to be was to design and develop a website that reflected the brilliance and expertise of the team behind the name.
So, our web team developed a modern WordPress site with clearer messaging, improved user journeys, and a refreshed visual identity – including a sharper logo to bring the brand up to date. The site launched in October 2023 and immediately gave Sapphire a more confident digital presence.
And like any good website, it didn’t stay still for long. A little further down the line, we started implementing updates, including refreshed imagery, new keyword-researched service pages, and a ‘Meet the Team’ section, so visitors can see the friendly faces behind the HR advice. Because people trust people – even on the internet.
Marketing: turning good advice into great visibility
With the website doing its job right off the bat, attention quickly turned to getting more people through the digital door. Starting in November 2024, we introduced a structured SEO content strategy, producing keyword-researched blogs every month targeting the HR topics Sapphire’s clients are actively searching for.
Early in 2025, we began supporting Sapphire with the odd social post around events the team attended across the region. Those early posts quickly revealed something useful: Sapphire’s LinkedIn presence had plenty of potential waiting to be unlocked.
A blue-tiful partnership
Towards the end of the second quarter in 2025, Sapphire decided to expand their partnership with us to support a full-blown social media strategy alongside the ongoing SEO work. This allowed us to introduce several new touchpoints, including email marketing campaigns, column and feature writing, regular LinkedIn content, and event promotion.
At the start of 2026, we added another string to the bow with the launch of ‘Sapphire Insights’, Sapphire HR’s LinkedIn Newsletter – giving followers a regular dose of practical HR guidance. Helpful, informative, and a good bit of fun to read, if we do say so ourselves.
Print: because sometimes marketing needs to leave the screen
Sapphire HR’s growing presence at exhibitions and networking events also called for some premium print support. After all, what’s the point of blending in?
We produced business cards, flyers, notepads and pens as well as a set of professional pull-up banners used at events such as the NUFC Business Club Expo – helping the brand stand out in busy exhibition spaces and making sure Sapphire looked every bit as professional in person as they do online. Because good marketing doesn’t stop at the edge of a screen.
The results: crystal-clear as it gets
The impact of the strategy has been plain to see.
When comparing November 2024 – February 2025 with November 2025 – February 2026, Sapphire HR has seen significant growth in website traffic:
- Active users: 6.1K (a 358% increase)
- Organic users: 2.2K (a 206% increase)
- New users: 5.9K (a 359% increase)
- Organic new users: 2.2K (a 207% increase)
Which proves that consistent content, clear strategy, and a bit of marketing momentum can go a long way.
Sapphire is sparkling. Now what?
Our work with Sapphire HR is very much ongoing. Next on the agenda is the addition of sector-specific pages to the website, helping the team better showcase their expertise across industries such as healthcare, education, and those all-important SMEs.
Alongside that, we continue to support the business with SEO content, social media management, and email marketing – keeping Sapphire visible, relevant, and firmly positioned as a trusted HR voice in the North East. Because when your business is built on clear, practical advice, the marketing should be just as straightforward and honest.
The results speak for themselves. Since we first engaged TVG, our growth has been exceptional, and we’re starting another project which they will be leading our entire marketing function for many years to come. The return on investment from their retainer has been excellent. Simply put, we can’t recommend TVG highly enough and refer them without hesitation across our group of companies.
Michael Dobson FCIPD
Director, Sapphire HR