Buyer Reports: Trends in HR Marketing: HR Buyers’ Behavior What to Expect in 2011

March 25, 2011 comments (2)


Download This Complimentary Report Now - No Registration Required!This research report from HRmarketer.com, Trends in HR Marketing: HR Buyers’ Behavior
2010 and What to Expect in 2011
is the fifth report in an annual series started in 2006. The report provides information on trends and best practices for marketing to the human capital marketplace, and more specifically on the purchasing behavior of the typical HR buyer. It includes an analysis of HR buyer research and purchasing trends and their budgetary priorities in 2011.

This report also includes recommendations for human resource businesses based upon what we have learned about the needs and information usage characteristics of HR buyers. The data in this report is based on responses from human resource decision makers, hereafter referred to collectively as “HR buyers,” collected during January and February of 2011.

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Buyer Reports: Trends in HR Marketing℠: HR Buyers’ Behavior — What to Expect in 2010

January 20, 2010 comments (4)


Download This Complimentary Report Now - No Registration Required!This research report from HRmarketer.com, Trends in HR Marketing: HR Buyers’ Behavior — What to Expect in 2010, is the fourth report in an annual series started in 2006. The report provides information on trends and best practices for marketing to the human resource and benefits marketplace, and more specifically on the purchasing behavior of the typical HR buyer. It includes an analysis of HR buyer research and purchasing trends and their budgetary priorities in 2010.

The data in this report is based on responses from human resource and employee benefit buyers, hereafter referred to collectively as “HR buyers,” collected during October and November of 2009. The key trends outlined in this report tell us the following about HR buyers and their needs going into 2010:

  • Thirty-one percent of HR professionals report their company will hire 10-20 percent more staff in 2010;
  • Twenty-six percent of HR buyers plan on increasing their budgets for HR-related products and services in 2010;
  • As a group, HR buyers plan on increasing their budgets by 25 percent in 2010 for corporate social networking tools, employee wellness programs, management and leadership development initiatives, performance management systems, and other training and development programs;
  • Key “pain points” for HR in 2010 include assessments and selection, applicant tracking and talent management systems, coaching and mentoring, corporate social networking, I-9 compliance and E-Verify, employee self-service, and work-life programs;
  • HR buyer participation in social media and the consumption of social media-delivered content such as blogs, social networking sites, white papers, research reports, podcasts and webcasts continues to increase;
  • Forty-five percent of HR buyers are somewhat optimistic about the economy and think that business is starting to improve in 2010;
  • HR buyers turn to the Internet first when beginning their search to identify vendors for HR products/services they are interested in purchasing. For the first time since we’ve done these reports, the Internet surpasses peers in our survey;
  • HR buyers value industry content (e.g., white papers) and other organic online sources of information as a primary source of product/service information much more than ever before – more than print or online media advertising.

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Buyer Reports: Trends in HR Marketing℠: HR Buyers’ Behavior 2008

November 25, 2009 No comments


Summary: This research report, conducted by HRmarketer.com, focuses specifically on how the Internet, Web 2.0 and social networking technologies are impacting how human resource professionals research and purchase products and services for their organizations.

The data in this report is based on responses from human resource and employee benefits buyers during August of 2008, collectively referred to as “HR buyers” in this report.

The key trends outlined in this report tell us the following about HR buyers and their buying process with respect to the Internet:

  • Increasing numbers of HR buyers turn to the Internet first (even before turning to peers) when searching for vendors of HR products/services they are interested in purchasing;
  • While a significant number of HR buyers go to the Internet “daily” for HR information, they do not rely on any single website. Instead, they tend to visit many HR information websites;
  • Over half of HR buyers surveyed use an Internet search engine at least once per week to search for information related to human resources. The most popular search engine? Google, with nearly 90% of respondents saying this is their preferred search engine;
  • Nearly one third of HR buyers are “likely” to click a vendor’s sponsored ad on a search results page of a search engine (e.g., the ads on right side of Google’s search results);
  • LinkedIn is the most popular “business” social networking service used by HR buyers. However, nearly half of HR buyers are not using any social networking service for professional / business purposes;
  • Nearly half of HR buyers surveyed participate in an HR-related Webcast/Webinar at least once per quarter.
  • Nearly two-thirds of HR buyers read at least one HR-related white paper/research report each quarter.

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    Buyer Reports: Trends in HR Marketing℠: HR Buyers’ Behavior 2006

    August 8, 2009 No comments


    This research report, conducted by HRmarketer.com, covers the latest trends and best practices for marketing to the human resource (HR) and employee benefits marketplace. The data in this report is based on responses from HR and employee benefits buyers collected during Q3, 2006. The key trends outlined in this report are:

  • Increasing reliance on informal networks and trusted sources for purchasing decisions

  • Dependence on professional peers for purchasing information
  • Increasing importance placed on a vendor’s online visibility
  • Devaluation of print materials with the exception of third-party product reviews and white papers
  • Growth of blogs as a peer-to-peer information source offers potential for HR marketers
  • This report also includes key findings, recommendations and what the HR/Benefits marketplace has learned about online marketing in 2006 and best practices for aligning marketing practices with the needs of an increasingly savvy consumer in 2006 and beyond.

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    Buyer Reports: Trends in HR Marketing℠: HR Buyers’ Behavior 2007

    August 8, 2009 No comments


    This research report, conducted by HRmarketer.com, covers the latest trends and best practices for marketing to human resource (HR) and employee benefits executives and professionals. The data in this report is based on responses from human resource and employee benefits buyers, hereafter referred to collectively as HR buyers, collected during Q1 and Q2 of 2007. The key trends outlined in this report tell us the following about HR buyers and their buying process:

  • HR buyers increasingly rely on the Internet as a trusted source of information when making purchasing decisions;
  • HR buyers don’t value traditional print media as a primary source of information compared to other online sources and even less so than in previous years;
  • HR buyers are participating in the growing popularity of blogs, podcasts and webcasts as sources of information;
  • Other departments (IT, Finance, etc.) continue to influence the purchasing of HR products and services;
  • HR buyers place increasing importance on a vendor’s online visibility, including the vendor’s own web site and their search-engine rankings.

  • This report also includes information on which search engines HR buyers most often use, how likely they are to click sponsored pay per click ads, what popular keywords HR buyers use when searching for various HR products and services, how often companies go out to bid for various HR products and services, the popularity of HR trade shows, and which functional areas represent the biggest challenge in the coming year.

    Lastly, this report includes recommendations for human resource and employee benefit suppliers based upon what we have learned about the needs and information usage characteristics of HR buyers.

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