5 Things to Avoid When Marketing to HR Professionals

With more than 190,000 HR professionals worldwide, attracting them is no easy feat. If you’re looking to sell your product to HR leaders, it’s critical to understand how they buy and why.

HR decision-makers want products that help them hire and retain top talent. They want cost-effective HR technologies that will help them not only perfect ethical strategies for employee experience and engagement but also build and maintain a culture of success.

Whether you’re new to sales or a seasoned professional, marketing to HR managers can be a challenge. In this article, we’ll explore five mistakes to avoid, two things you’re getting right (and wrong), where to start, and more.

So, What Are HR Professionals Looking For?

HR relies on data to make decisions. Before they can even move forward, HR managers need to see a return on investment (ROI) at every stage of the process, according to Hannah Yardley, Chief People and Culture Officer at Achievers.

“However, it’s important to be realistic with the ROI figures presented,” Yardley says. “Claiming an unrealistic 3000% return on investment won’t convince anyone. While HR may be the primary stakeholder in these cases, it doesn’t only fall into their hands. Marketers must help HR leaders sell the tool, product, or service to the rest of the business, making a strong ROI and business case.”

Say it with me: There’s power in personalization. A common mistake many marketers make with their HR marketing is using a “one-size-fits-all” approach. Although it’s a simple approach that saves you time and effort, it’s also an approach that won’t gain much traction. The more you personalize your messaging when marketing to HR managers, the more likely it is you’ll meet their needs.

“Send personalized emails, offer custom solutions, and address HR leaders by name,” Yardley advises. “Provide valuable content that addresses current HR trends and challenges, positioning yourself as a knowledgeable resource.”

Here Are 2 Tips to Get Started:

Determine your HR marketing strategy. Marketing techniques are highly dependent on the approach you’re taking. According to Yardley, if you’re taking an e-mail marketing approach, it needs to be “highlighted and targeted” to each individual’s HR needs. If you’re using a social media marketing approach, then spend time “credentialing your business and knowledge.”

Bring a fresh perspective. The HR decision-maker’s job is becoming more complex. Whether it’s one HR person handling everything or a full HR team, HR professionals are seeking fresh perspectives—not guidance—to help them “get to the root” of the challenges they’re facing.

“For example, the folks who are really wanting to do DEIB and burnout work are ready to dig in,” Tiffany Castagno, CEO and Founder of CEPHR LLC, shared. “They really want to get to the root of the problem and they’re inviting you into their home, into their kitchen. They want to let you here’s what’s in our kitchen drawer. Let’s open it up and see what utensils we have? What are we missing? Is there a knife that needs to be sharpened? What else do we need to do here? It’s such a beautiful analogy for how the process works because they need you to almost see around the corners that they’re not seeing around if you’re marketing to them.”

2 Things You’re Getting Right:

Building strong relationships. Strong connections with HR managers start with trust and identifying their pain points. “As an HR leader, the marketers I engage with most frequently are the ones who build trust and credibility quite quickly. I stick with those who bring clear expertise and help me to solve my most challenging problems,” Yardley notes.

Keeping the “human” in human resources. Key performance indicators (KPIs), goals, and achievables are always top of mind for courting new clientele, but remember they’re still human at the end of the day. It’s important to treat them with humanity and kindness and to “meet them where they are at,” Castagno notes.

“I think that humanness is sometimes a missing component and why we see people spam us on social media for new business,” she added. “It’s okay to meet me where I’m at and get to know me as a person. That, for me, has been a differentiator and my clients have appreciated that I show them humanity. As much as you can add humanness from your marketing perspective, and demonstrate that you understand they’re human, that empathy piece is so critical.”

2 Things You’re Getting Wrong:

Making it all about you. You’re an expert at what you do, but don’t forget that your HR marketing strategy should include active listening and an empathetic ear. “Seek consistent feedback and remember that you’re not the only coach in the room,” says Castagno. “Recognize that hiring you in the first place is a big step. So, if they’ve invited you in, it’s important to be vulnerable and empathetic. Listen, understand, and be patient with them on their journey.”

Foregoing due diligence. Simply put, do your homework.Know who you’re talking to and how to spell their name, and be mindful of their time. Be an active listener, and start by genuinely understanding their challenges, priorities, and goals.

Here Are 5 Mistakes to Avoid:

1. Lead with a solution, not a pitch. HR leaders are seeking solutions to their pain points, including attracting or retaining talent or implementing the latest HR technology. If you can help them solve their challenges and provide a competitive edge in the market, you can become an asset to HR and help them achieve their goals.
2. Don’t be a passive listener. You can’t meet—or get right—your client’s goals if you don’t actively listen. Take notes, ask questions, and be clear about what their needs are. “This is critical because if you don’t then you’re going to have mismatched expectations and scope creep happens. The project’s all over the place and you’re not hearing them enough or listening to what they’re not saying too,” Castagno explains.
3. Networking is crucial. Your HR contacts database should always be expanding and updated. HR managers spend a lot of time on social media platforms like Instagram and LinkedIn for recruiting or Facebook for marketing. Make your presence and resourcefulness known by attending HR-related conferences, joining professional HR associations, and engaging with HR leaders on social media.
4. Content is king. Content is another way you can tailor your HR marketing strategy to attract HR professionals. By creating HR presentation examples that provide solutions, such as case studies, listicles, and quizzes, you will not only make HR professionals feel valued but also aid them in meeting their HR needs.
5. Don’t be inconsistent. HR professionals are busy. Be consistent, follow up promptly, and deliver on what you say you will. “Maintain consistency in your interactions and follow-up promptly, demonstrating reliability and commitment to supporting their success,” Yardley says. “Over time, these efforts will help foster trust and establish lasting relationships with HR leaders.”

Bianca Herron is Content Manager at HR Daily Advisor.

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