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

January 20, 2010 comments (4) | Back To Home

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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