HR technology is a rapidly evolving sector that significantly impacts how organisations manage and engage their workforce. I recently attended one of the sector's flagship events, HR Technologies UK, held at the ExCeL Centre, where hundreds of innovative solutions were on show.
The technologies, ranging from sophisticated recruitment software to training platforms designed to manage disruptions caused by artificial intelligence, showcased an impressive blend of cutting-edge solutions and human-centric narratives. One standout presentation highlighted how AI-driven tools enhance human aspects of HR, such as improving candidate engagement and feedback mechanisms.
Like many other sectors under technology's umbrella, the event highlighted a significant challenge for marketers in the HR tech space: an overcrowded market rife with innovation and big players soaking up all the attention. So, the question for any marketer reading this is simple: How do you begin to market in a way that steals attention away from your biggest competitors?
Below are four ways to take action into your own hands and cut through to reach your goals using tried and tested marketing techniques, with an added edge.
- Content Marketing and Thought Leadership with a Twist: Traditional content marketing is about establishing authority. However, if the door is open, don't be afraid to challenge the narratives pushed by big tech giants directly. Create content that highlights the nuances and specific benefits of your smaller, more agile solutions compared to the one-size-fits-all often offered by larger corporations. You can use a range of assets to get your point across, from whitepapers, blog posts, or social media content that not only addresses HR issues but also openly discusses how your solutions are better tailored to the unique needs of modern organisations, advocating for a more bespoke approach. You can also use digital marketing tools such as polls to elicit feedback and build a conversation with your community.
- Hyper-Personalised Email Marketing: While personalised email marketing isn't new, taking it to a hyper-personalised level dramatically increases its effectiveness. You can craft email campaigns that respond to real-time changes in a prospect's business or industry. This could mean automated triggers that send specific content based on recent HR challenges the prospect has faced or changes in employment law affecting their sector, thus ensuring the content is not just personalised but also timely and relevant. This can also help you introduce urgency, the critical ingredient for sales.
- Social Media for Brand Activism: Leveraging social media for brand visibility is pretty standard, but using these platforms for brand activism can propel your company into the spotlight. You can use your social media presence to take stands on relevant societal and industry-specific issues, such as advocating for more inclusive hiring practices or transparency in AI use in HR. This approach not only increases visibility, but also aligns your brand with values that resonate deeply with modern consumers and job seekers, distinguishing you from competitors.
- Strategic Partnerships and Co-Marketing with Non-Profits: While partnering with other tech companies is beneficial, collaborating with non-profits or social enterprises that align with your company's values can open up new avenues for brand enhancement and customer engagement. For instance, an HR tech firm specialising in recruitment software could partner with organisations focused on employment for underrepresented groups, thereby not only expanding their audience but also enhancing their corporate social responsibility profile.
- Bringing it back to impact: Impact on business, impact on people, impact on society. By emphasising the broader implications of your HR technology solutions, your brand not only showcases its purpose but also demonstrates a commitment to driving positive change. When businesses implement your innovative tools, they see tangible improvements in productivity, efficiency, and overall success. This impact on business goes hand in hand with the impact on people - your solutions streamline processes, empower employees, and create a more engaging work environment. Moreover, by addressing societal issues such as diversity and inclusion, data privacy, and ethical AI usage, your brand contributes to the larger conversation and helps shape a more equitable and responsible future. By aligning your marketing efforts with these impactful themes, you not only differentiate yourself from competitors but inspire trust and loyalty among your target audience. This strategic focus on impact solidifies your position as a leader in the HR tech industry, driving long-term success and positive change.
As the HR tech sector continues to grow, the companies that stand out will be those that effectively communicate their value propositions and engage with their audiences through innovative marketing efforts. By infusing traditional marketing strategies with creative twists, you can effectively fight back against big tech, gain significant attention, and position yourself as a leader in a crowded and competitive landscape.