The Australian Human Resources Institute (AHRI) is the latest brand to become a digital publisher, launching Human Resources Media in partnership with content marketing agency Mahlab Media.

The Human Resources Media platform includes the content hub www.hrmonline.com.au, weekly enewsletters, fortnightly video, social media channels and a revamped print publication, HRMonthly magazine.

The launch of the new media brand is part of a strategy that will see AHRI cater for the wider HR profession as well as its membership.

Mahlab Media designed the website in partnership with AHRI and is producing daily news updates, practical articles and exclusive interviews, insights and commentary from HR thought leaders.

A feature of HRM online is that readers can use their LinkedIn profiles to have conversations with their peers directly on the content hub, shifting relevant and topical discussions into a more intimate setting. AHRI’s LinkedIn community includes more than 40,000 HR professionals and people managers and leverages the fast growing influence of LinkedIn within the profession.

Bobbi Mahlab, Managing Director and founder of Mahlab Media, says: “The strategy we developed and are implementing for Human Resources Media supports AHRI in its shift towards becoming a digital publisher in its own right. This is a trend that is happening globally as brands from Coca Cola to ANZ develop their own content and media assets.”

AHRI CEO Lyn Goodear says: “Our ambition for the site is for it to become the number one destination for HR practitioners looking for online information and professional insights. We want our members to access relevant and up to the minute content on their smartphones, tablets and computers 24 hours a day. We also want it to provide a commercial platform for suppliers to reach our profession.”