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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