Learn about marketing of HR product and services from expert Sruthi Ananthachari
The key is to understand the domain and also the target audience.
Once you understand the key aspects of the product and the potential appeal, it will be easy and natural to create captivating material to attract and sustain the target group.
– Sruthi Ananthachari , Executive Advisor at BM Associates, Inc.
Gone are the days when HRs used to just handle the recruitment portals. Now there are plenty of tools available to make their life simple.
With many product options available, how do HRs behave as a buyer? Is marketing products and services to HR any different? What is the most effective way to market HRs?
We talked to Surthi and got answers to these questions. Read on.
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1. Tell us about your life journey, Sruthi?
I did my studies in India and completed Post Graduation in Human Resources besides certifications in Human Resources in the US.
I worked as an HR lead with mostly IT services/Product companies in India and the US. All large corporations I worked for did not have an integrated global mobility solution.
Employees who were sent on international assignments were in the dark most of the time and compliance was a major pain point in the tax and immigration space.
Travel, relocation, HR and Finance worked in silos and information was not getting captured in a single system. This was the major driver in creating cComply to bring all stakeholders – employees, employers, attorneys and other vendors on a single platform.
We also bring the power of AI in our solution to automate repetitive tasks and some intelligent analytics. Personally, I was an expat myself and had gone through these pain points.
In a casual conversation, I realized everyone across the globe had similar challenges.
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2. So how is Marketing for HR products and services different? What are the major challenges?
This is a very niche market. We address global mobility challenges through our product.
The number of expats across the globe is about 250 million and this is the segment we are addressing.
You need to appeal to the right decision makers to attract attention. Also, this is a key compliance area and non-compliance could attract a large penalty and bad press.
The key is in getting in front of the decision maker and quickly establishing how your product can make a big difference in terms of cost, time savings and compliance
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3. What is the most effective way to market to HR managers?
All social media platforms are a great way of reaching your target audience.
Linkedin Sales Navigator is a pretty useful tool in reaching out to decision makers and also posting to various interest groups.
A 30 second video on Facebook and other social platforms is another great approach to keep reminding about your product and features.
In addition, getting engaged with HR forums like SHRM (Society for Human Resource Management), World at Work, and Worldwide ERC (caters to Global Mobility) to name a few.
All these forums also provide opportunities to show case your product at their annual conferences. You will get to meet key decision makers and a captive audience to show a demo!
Another way is to organize a breakfast round table and webinars on key mobility topics to create awareness.
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4. How has product marketing evolved over the years and what are the skills one must possess to master it?
The traditional approach was newspaper, magazine and TV ads. Now digital marketing has come of age. We can create very captivating videos and blogs that can hold the interest of people.
The decision makers have a very short attention span and you need to convey your message within a few seconds to hold interest. So, digital marketing techniques need to focus on creativity and innovation to make an immediate impact.
Also, brand recalls are important and so need to be visible all the time, whatever forum is being used.
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5. What advice would you like to give to marketers shaping their careers in HR product marketing?
The key is to understand the domain and also the target audience. Once you understand the key aspects of the product and the potential appeal, it will be easy and natural to create captivating material to attract and sustain the target group.
You also need to look at how global trends are shaping the future and whether your product can withstand the test of time.
It is important to understand the product life cycle and the phase in which you are currently to appropriately position your marketing efforts.
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