How Covid-19 has shaped HR buying decisions - and the 4 questions suppliers should ask themselves to stand out from the crowd
In some ways, the HR role has changed beyond recognition since Covid. HR has likely been at the centre of a dramatic worksite shutdown, then faced extremes of managing furloughs and redundancies, while also engaging and communicating with staff. They've since been looking at getting people safely back to work as well as keeping an eye on their mental and physical health. And they are doing all this virtually. The knowledge of an HR person has expanded tenfold during an incredibly stressful time – not least with their businesses needing cost savings and security.
It means HR are likely to be reviewing many of the things they buy for their firm - whether it's to achieve reduced costs, increase value of services and tech or needing new versions.
This presents both threats and opportunities to HR suppliers, no matter what sort of services they offer.
It means a brand and its services must be watertight to support current customers or encourage new ones to come onboard. HR suppliers are no doubt finding it difficult - they too have gone through enormous changes and operating threats, so it's no mean feat keeping their brand strong and visible.
But it's essential all the same.
As companies adjust and hopefully recover, it's a good time to sense check what's being communicated.
Here's some things we believe HR people need - and HR suppliers must deliver if they want to be visible and in demand:
HR need: Security
Question for HR suppliers: Does my company distinctly communicate how we can help clients overcome challenges?
A lack of solidity - and heap of uncertainty - is a problem for all markets right now. However, HR specifically are the ones dealing with the effects of this on employees. They are tasked with keeping businesses together (despite many being geographically apart) as they manage furloughing, protect engagement or support mental health of staff.
HR is likely working long hours with emotionally difficult issues and with each government announcement, health update or economic shift, their remit changes.
HR suppliers must meet a need for security by supplying certainty for their current and potential customers. They must be able to clearly communicate how their business will help clients overcome problems. To ensure this, the business’s purpose must be defined and messaging should be clear, precise and consistent. When a brand is able to distinctly present itself as the clear-cut solution to a problem, it can provide the strength and stability that HR departments likely need.
HR need: Dependability
Question for HR supplier: Does my company appear dependable to my target audience?
Since there seems to be few guarantees for HR departments right now, except for continual change, HR managers need to trust that their suppliers will be able to help them deliver on their goals.
If suppliers appear inattentive or lack a strong, empathetic understanding of what their HR buyers are currently facing, they are at risk of having a brand that is viewed as unreliable and not capable of overcoming their challenges.
HR suppliers must establish an emotional connection with target audiences by skillfully communicating their care and expertise. Showing support and competence in this niche demonstrates reliability. Doing so will help to gain the confidence of clients by starting to establish a shared emotional and intellectual bond, providing them with the safety and dependability they need.
HR need: Adaptability
Question for HR supplier: Has my company adjusted to suit the changing needs of my audience?
HR people are facing challenges that can change in an instant. With this comes a need for adaptability.
HR suppliers must demonstrate their ability to adjust, stay relevant and on top of new problems their clients face. By ignoring the situation or not adjusting company messaging appropriately, a company can appear tone-deaf, inflexible and incapable of providing the support HR teams need.
HR need: To find solutions to problems smoothly and without stress
Question for HR supplier: Does my content strategy need updating?
As Covid-19 has brought on a range of unprecedented problems for employers and employees, there is a barrage of new and often overwhelming information on HR’s challenges. The market is full of voices vying for attention and it’s no easy task to be heard above the noise.
The problems facing HR are different now, meaning they are searching for new solutions.
To be truly visible – and heard - HR suppliers should make the search as easy as possible by making their outreach strategy on point - ensuring it’s relevant, consistent and connects with HR’s exact needs.
The new content should then be implemented across a range of channels (traditional media, social media and digital platforms) to make it far easier to be noticed in a range of places in a crowded, noisy market.
If you have any queries for the PRinHR team about building brand visibility, let us know. Always happy to help.