Did you know that 81% of marketing professionals in the human capital space think client communications via emails and newsletters represent the most effective way to boost Brand value?
To dive deeper into the most effective ways that Marketing professionals can get their brand in front of the HR Buyer, the newly formed HR Marketing Institute (HRMI) has initiated one of its first pieces of research, The State of Marketing in the HR Industry: Leverage the Viewpoints of Suppliers to Boost Success Rates.
Today’s Human Capital market is worth $21 billion or more. Moreover, it will continue to grow at an 8% to 10% compound annual growth rate (CAGR). Thousands of suppliers are trying to meet the needs of buyers in this growing industry. With a wide range of solutions, they are vying for a share of their potential customers’ wallets.
To help make sense of this dynamic environment, the newly formed
HR Marketing Institute has initiated one of its first pieces of research:
The State of Marketing in the HR Industry: Leverage the Viewpoints of Suppliers to Boost Success Rates.
One of the questions we asked is “
Which Marketing Practices Are Most Effective to Promote Brand?”
Finding: Client communications via emails and newsletters represent the most effective Brand practice.
This category deals with tactics that build client loyalty and brand visibility. Client communications via emails and newsletters represent the most effective tactic, being used by 81% of respondents. Although this survey specifically asked about emails and newsletters, client communication vehicles can typically include other tactics such as webinar updates on new products. Their major purpose is to keep clients up-to-date on your company, highlighting its latest thought leadership, market trends and new products.
Fifty-six percent of respondents gave a high effectiveness rating to their Customer Experience (CX) design efforts. CX involves designing customer “journeys,” embedding specific and critical customer touch points along the way. Each touch point is designed in a way that maximizes customer value and satisfaction. A limited number of companies in the HR industry—and many outside—have appointed a CX leader dedicated to working across functions to build and maintain successful journeys.
The third brand tactic in terms of effectiveness is public relations
Of the three top practices in this category, larger organizations tend to outperform smaller ones in the area of CX design and PR. There is no size difference for client communications.
Effective Brand Tactics (% agree and strongly agree)
What does this mean for the HR solution provider?
To find out
download the full HR Marketing Institute research report. To access the complete research report, you must be a member of the
HR Marketing Institute. HR Marketing Institute (HRMI) is the ONLY community of marketing professionals specifically in the rapidly growing HR marketplace that is here to support your marketing needs and professional growth.
