Case Study: How Lockton Used SHRM 2025 to Blend AI Insight with Human Connection

Client Overview

Company: Lockton

Industry: Insurance Brokerage, Risk Management, Employee Benefits

Audience: HR leaders, benefits executives, business operators, and corporate decision-makers

Lockton is the world’s largest privately held insurance brokerage, known for combining industry expertise with client advocacy. In a business environment where AI, automation, and remote collaboration are reshaping HR and benefits, Lockton faces the challenge of maintaining a human, approachable, and strategically relevant brand presence.

The Challenge

In an increasingly digital HR landscape, firms must compete for attention in a crowded and often impersonal market. Lockton needed to show that it could deliver cutting-edge insight on AI adoption and HR strategy without losing the personal touch that builds long-term trust with clients.

Events like the Society for Human Resource Management (SHRM) National Conference — the world’s largest HR gathering with over 20,000 attendees from 90+ countries — offered a unique opportunity to combine industry thought leadership with authentic, face-to-face connection.

The Strategic Opportunity

Mike Pierce, a senior leader at Lockton, attended SHRM 2025 in San Diego and shared key reflections on LinkedIn that addressed three critical industry trends:

• AI Integration: The conversation has shifted from AI’s potential to its practical integration into HR workflows, with 77% of HR leaders expecting AI to be part of daily operations by 2027.

• Strategic HR Evolution: HR is increasingly recognized as a strategic driver, with “high-impact” HR teams 3.5x more likely to be revenue leaders.

• The Power of In-Person Connection: Despite digital advances, face-to-face interactions boost trust and relationship-building effectiveness by up to 34%.

Lockton’s opportunity was to turn these event insights into a sustained narrative that reinforced its role as both a strategic advisor and a people-first partner.

Campaign Execution

Post-Event StorytellingPierce’s insights could be repurposed into a multi-format content series — short-form video snippets, thought leadership articles, and podcast discussions — extending the value of the SHRM experience beyond the event itself.

Humanizing ExpertiseCapturing authentic, in-the-moment reflections from the conference would allow Lockton to showcase personality alongside subject-matter authority, breaking from the formal corporate mold.

Client Engagement at ScaleBy sharing content from the event across LinkedIn and other channels, Lockton could bring clients and prospects into the SHRM conversation, strengthening engagement and fostering a sense of inclusion.

Impact & Industry Metrics (Projected)

Potential Outcomes

• Increased engagement on event-related posts through authentic, unscripted storytelling

• Greater reach to HR decision-makers beyond the in-person attendee base

• Strengthened brand perception as both innovative and relationship-driven

Strategic Advantages

Goal	Traditional Approach	Lockton’s SHRM Approach
Industry Presence	Attend conferences, limited post-event follow-up	Multi-format content extending the event’s value year-round
Brand Personality	Formal, corporate messaging	Authentic, human-led insights from leadership
Client Engagement	One-to-one event conversations	Broad, digital engagement inviting the wider network into the discussion
Positioning	Service provider	Strategic, people-first advisor in HR and benefits

Lessons Learned

• Industry Events Are Content Goldmines: The real ROI comes from sharing insights with a wider audience

• Human + Tech Messaging Wins: Blending AI adoption narratives with human connection resonates in HR

• Brand Personality Creates Loyalty: Standing out in a conservative industry requires a willingness to be memorable

Conclusion

For Lockton, SHRM 2025 was more than a conference — it was a proof point for how industry leaders can merge strategic insight with authentic connection. By turning in-person moments into ongoing digital storytelling, Lockton can amplify its relevance, deepen client relationships, and reinforce its role as both an innovator and a trusted partner in the HR space.