10 tips to getting HR’s attention as a tech company
Photo by Marvin Meyer on Unsplash
It can sometimes feel like you’re hitting a brick wall when trying to get the attention of HR. It’s a common problem, but some small changes in your marketing and PR strategy can turn things around.
Here are ten tips to help:
1. Focus on engaging your HR audience
The aim isn’t to sell your product or show off your tech jargon. Use relevant, clear language and keep this content relevant to HR, not IT.
2. Be a knight in shining armour.
Interesting angles have problems that need to be solved – consider it like dragons needing to be slain. Find the dragons (customer pains) so your people and tech can be the knights. Make sure to discuss these problems to show your understanding, and only then your solution.
There is a lot of noise out there, make sure your advice has a fresh take to help you to be seen and heard.
If customers and the media are discussing legislative changes that your tech supports, for example, understand the circumstances well and join the conversation. Bring a new twist and challenge thinking. It’s ok to jump off the fence, just don’t hurt your brand.
This sector is all about organisational issues, so who in the business can best talk about the issue at hand, and potential ways around it?
When providing advice and opinions about customer issues and pains - insights, guidance and empathy go a long way. Key spokespeople will enhance their reputations and become trusted and well-known, reflecting highly on the business. Media training is often a good shout.
5. What unique analysis and research insights can your data offer?
While individual data is confidential, overall statistical analysis from your solution may offer unique industry insight. Share broader data trends with the HR world – but keep it general and don’t breach GDPR.
6. Offer data, research and new twists on current thinking to HR journalists.
HR journalists are a good bunch of people, always looking for new ideas, but they get an enormous number of pitches daily. Make your angle different, and move current stories on with new information. Create ways to open up conversations with key media – Twitter is a good start.
Using PR to reach your audience is a highly effective way to cultivate relationships with HR journalists. You’ll educate and guide your audience, which builds recognition and trust. Getting attention from the HR media without the need for big budgets is a value-driven way to meet growth goals.
8. Network, network and network some more.
HR is generally a sociable, collaborative role, so join your local HR networks and become part of the community. Don’t treat contacts as ‘someone to sell to’, think of them as valuable allies who can grow to trust and recommend you. Pay it forward, helping others.
Network online too – don’t treat social media as an afterthought. Channels like LinkedIn and Twitter are perfect – use hashtags like #HRtech.
9. Get onto Twitter and find #JournoRequest.
This is worth watching frequently. Journalists tweet about the articles they need guidance with – they can cover all sorts of topics, weird and wonderful and important, but there will be gems that will align to your expertise.
10. Get more editorial coverage in the HR media.
HR publications may have a forward features list as well as working in the moment with current issues. If they have a feature on tech, prepare in advance and pitch ideas. Your competitors are doing this already so this is a must.
When it comes to getting noticed by HR, work smarter, not harder.
We’re experts at understanding the HR media and helping our clients get media attention, so if you’d like actionable advice specifically tailored to your situation, let us know, we’re here to help: kay.phelps@prinhr.co.uk.