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HR Tech Brands Who Rise to the Top: Use PR Well



In a world dominated by technology, HR tech brands must compete to resonate with procurement managers and HR professionals. Without adequate exposure, even the most innovative HR technology is likely to fail. So, how can an HR tech business cut through the noise, launch successfully, and continue to thrive?

To be cost-effective and avoid expensive advertising, campaigns must focus on revealing the purpose of the HR technology and demonstrating its effectiveness. This requires a communications strategy that places PR at the forefront, delivering several key messages.

Education

PR strategies enable the full explanation of HR technology product benefits. A successful communications strategy will use insightful case studies to highlight how the solution has benefited clients, making complex features accessible in simple language. This strategy introduces the product to its target audience while demonstrating the need for it.

To maintain awareness, PR efforts should include company or product news via press releases, social media, industry publications, and thought leadership articles. Informative, longer-form articles offer a deeper explanation of the problems solved by HR technology and reach a wider audience. Profiling the founders and sharing their passion for the solution helps give the product personality and purpose.

Cypher Learning has embraced PR to educate their HR professional client base about their solutions by working with their CEO, Graham Glass. For example, in HR Director, he discusses why continuous learning is essential in the workplace.

Endorsement

Happy clients are the best endorsement for new HR technology products. By showcasing clients' positive experiences with the technology, potential customers can see the benefits of adopting a new platform. Your client brings the technology to life for organizations looking to improve their human resources.

Creating collaborative thought leadership articles, profiling clients, and engaging in industry events together provides genuine endorsements. Sharing panel discussions or presenting the technology at these events helps build strong relationships with clients while promoting their businesses and careers—benefiting both parties.

One of our clients, Attensi, excels at working alongside their impressive client base to create case studies that demonstrate how their game-based training solution is benefiting their business. Read more in Retail Innovation Hub.

Build Relationships with Essential Media

Maintaining consistent communication with the media allows an HR tech business to build positive, commercially profitable relationships with journalists. Regular press releases, thought leadership articles, and prompt responses to media inquiries all contribute to these relationships, which can be mutually beneficial. Over time, the media may reach out for comments, positioning the business as an authority in the HR sector—exactly where it needs to be.

Mentoring platform Connectr has built great relationships with journalists and continues to be sought after for comment in influential financial services publications. Check out how the company maintains momentum in top tear press here in Money Marketing.



If you're interested in raising the profile of your HR tech business and want to work with an experienced, director-led team, contact HuHa today!


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