Campaign Features SMB Customers and Highlights the Value of Expert HR Support for Growing Businesses

DUBLIN, Calif., Sept. 28, 2026 /PRNewswire/ — TriNet (NYSE: TNET), a leading provider of comprehensive human resources solutions for small and medium-size businesses (SMBs) today unveiled an integrated brand campaign designed to redefine how SMBs think about HR. TriNet’s What You Really Need from HR challenges the notion that HR is simply a set of administrative tasks by highlighting the value of expert guidance, advocacy and technology in helping businesses navigate workforce challenges and realize their full potential.

“HR support is essential to growth but for many business owners, finding the time and expertise to manage it effectively can be a challenge,” said Mary Drumond, Divisional Vice President of Marketing at TriNet. “What You Really Need from HR is rooted in a simple insight: businesses need more than technology alone. They need expert guidance and support to navigate the complexities of managing their people. With the right trusted provider in their corner, they can stay focused on building and growing their businesses while TriNet helps power their success.”

TriNet’s campaign puts the spotlight on some of its SMB customers, spanning a range of industries and geographies, and showcasing how industry-tailored HR support can help businesses of all sizes and stages of growth to thrive. Featured customers include:

• DAS BBQ – Rooted in family traditions, this popular Atlanta-based barbecue operation is inspired by the father of owner and pitmaster Stephen Franklin. With restaurants in two locations, DAS BBQ takes pride in reimagining the barbecue experience and making it accessible to everyone. Honoring tradition while embracing innovation are core tenets to their success.
• Nexus Pain Center – A leading healthcare provider specializing in advanced pain management solutions within a compassionate, patient-centered environment. Founded in Columbus, Georgia in 2009, Nexus Pain Center has expanded its reach to bring convenient access to top-quality pain care to communities across Georgia.
• Tampa Bay Wave – Florida’s leading startup accelerator, helping tech startup founders raise capital, find mentors, and scale through zero-equity accelerator programs since 2008.
• SKNV – Started in 2015 to fill a gap in the dermatological space for customized, affordable, and accessible medications. Today they manufacture 100+ customized dermatology medications from their own FDA-Registered 503B Outsourcing Facility.
• Wegman’s Nursery – For more than 60 years, Wegman’s has been a trusted gardening tradition on the San Francisco Peninsula. Known for their high-quality plant material and knowledgeable staff, they are still proudly owned and operated by the Wegman family.

The campaign will be activated through an integrated mix of outdoor, digital and social media, and is designed to reach business owners where they live, work and consume content. Through authentic storytelling and real customer experiences, the campaign highlights the ways in which TriNet combines human expertise with industry-leading technology to help its customers navigate the complexities of running a business.

About TriNet
TriNet is a leading provider of human resources solutions for small and medium-size businesses, delivering what they really need from HR: expertise, technology and advocacy that make it easier to run and grow their business. Through advanced technology-enabled services and deep human capital expertise, TriNet provides access to employee benefits such as health insurance and retirement plans, payroll and payroll tax administration, risk mitigation, and compliance consulting. TriNet helps businesses navigate the complexities of HR so they can focus on why they started their companies in the first place. For more information, visit TriNet.com or follow us on LinkedIn, Instagram, TikTok and Facebook

TriNet and the TriNet logo are registered trademarks of TriNet. All other trademarks, service marks, registered trademarks, or registered service marks are the property of their respective owners.

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SOURCE TriNet