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

November 25, 2009 No comments | Back To Home

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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