Five years ago, Ceridian, a human resource management platform, acquired Dayforce, a cloud-based application focused on managing the entire employee process, hiring at retirement.
"Ceridian has always had its roots in the payroll," says Kristina Cleary, Chief Executive Officer of Ceridian. "It was founded in 1932 and has always managed the payroll of some of the largest organizations in the world."
According to Cleary, Ceridian is partnering with Dayforce to find a time and attendance provider to complement its payroll solutions. Prior to the acquisition, Cleary was the Vice President of Marketing at Dayforce.
"At the time, Ceridian was associated with a bunch of other solutions that did not necessarily meet the needs of its customers, so it was looking for a new solution."
Cleary claims that Dayforce first met Ceridian at a trade show. Initially, the conversation focused on developing a partnership where Dayforce could fill gaps in the time and attendance needs of Ceridian's customers.
"A year later, this partnership has grown into a larger partnership in which Dayforce is committed to developing payroll solutions for Ceridian, which has become the # 1 39, end-to-end application, "says Cleary. .
When Ceridian acquired Dayforce in 2012, Cleary was named Senior Vice President Global Marketing for Ceridian. In 2016, she was named CMO.
[TRADUCTION] "Since the acquisition, I have assumed increasing responsibilities, expanding my reach throughout our operations," says Mr. Cleary, "I have been able to review all of our marketing operations and identifying areas of success – obviously areas where we can improve as well. "
With this acquisition just over five years ago, Cleary has a large-scale vision of what's the process of branding – bringing Dayforce into the umbrella of Ceridian – and shares what she learned from the experience.
[Read the full article on MarTech Today.]