Seven years ago, Michael Mendenhall joined TriNet as the senior vice president, chief marketing officer, and chief communications officer. His mission?
Completely revamp the company’s marketing and communications strategy.
Fast forward to today, TriNet’s brand awareness has skyrocketed—unaided awareness jumped by 800%, and aided awareness nearly doubled.
Now, Michael is steering TriNet through the AI revolution.
He’s helping the company adapt to this fast-changing tech landscape and was recently named one of Inc.’s 2024 Best in Business leaders.
What’s Michael Most Proud Of?
In 2024, Michael led the charge to restructure TriNet’s marketing team around artificial intelligence (AI).
“We acted fast,” he said. “AI is changing how people search online.
We had to rethink everything—from search terms to creating content that stands out in an AI-driven world.”
His team built a strategy to make TriNet a go-to online authority, and it’s paying off big time.
TriNet’s Marketing Approach in a Nutshell
Michael says the key to their strategy is simple: listen to the customer. “Our customers trust us with their people—it’s a big deal.
So we always pay attention to what they’re saying. What do they need?
What’s working for them? We tweak our offerings based on their feedback,” he explained.
How Marketing Changed in 2024
The marketing world didn’t stand still in 2024.
Costs for digital ads kept climbing, and AI completely changed how people search and shop.
Michael’s team jumped on these trends and adjusted quickly to keep up.
Michael’s Leadership Advice
“Be curious and take risks,” he says. “There are so many AI tools out there doing different things.
Try them out. If something doesn’t work, learn from it and try again.
And don’t be afraid to let your team fail—it’s part of figuring out what works.”
What’s Next in 2025?
Michael is pumped about AI’s potential. “It’s incredible how much time AI can save and how it improves efficiency.
From creating content to making operations smoother, the possibilities are endless.”
Advice for Growing Businesses
“Your employees are your biggest asset,” Michael shared. “They need to believe in your company’s purpose and feel part of its culture.
Motivating and keeping your team happy is key, especially in today’s competitive job market.”