Analysis of Google search data reveals that online searches for better.com worldwide exploded 4,400% in one day, as a result of the CEO firing 900 employees via a Zoom call, potentially generating their business hundreds of thousands of US dollars in extra revenue from free advertising and worldwide brand recognition.
A new finding by digital marketing specialists Hennessey Digital reveals that online interest for the brand name “Better.com” skyrocketed to 44 times the average volume in one day, an unprecedented spike of interest in their business name.
The infamous stunt of firing 900 people at once via a Zoom call generated massive debate online and as a result, every person reading about this potential HR catastrophe was keen to find out more about what Better.com is.
From an average global daily search volume of 730 according to search analytics tool Ahrefs (there were 730 searches on Google every day), the daily searches jumped to 31,700 for the brand name Better.com, a spectacular 44 times increase in interest, in just one day. Although most people searched out of curiosity, this extra online exposure could potentially generate thousands of new leads to their online mortgage business.
Jason Hennessey, CEO of Hennessey Digital said, “It’s interesting to see how such a brutal act of firing 900 people at once could lead to an exponential online exposure, and it generated press coverage and publicity that would cost the company millions of dollars to obtain otherwise via the traditional methods of advertising.
“Whilst this action can be seen as ruthless and brutal, the company actually benefitted greatly from it, from a financial point of view.”