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 HRs behave as a buyer? Is marketing product and service to HR any different? What is the most effective way to market HRs?

We talked to Surthi and got answers for these questions. Read on.


Are you paying high? Check – Global Video Production Price guide



1.  Tell us about your life journey in brief, 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 – employee, employer, 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.


Youtube SEO: 10 Hacks you need to know in 2021



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 front of the decision maker and quickly establish how your product can make a big difference in terms of cost, time savings and compliance  


Get updated with Latest Video Marketing News



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, Worldwide ERC (caters to Global Mobility) to name a few. 

All these forums also provide opportunities to show case your product in 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.


Learn from Video Marketing experts



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. 


Know the New Things happening in Video Marketing



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 at to appropriately position your marketing efforts. 


Invitation to join Global Marketers Community Discussion Space



About Vidsaga

Vidsaga is a global marketplace for Organisations to create Videos. Consider it as “Upwork/ Fiverr for videos” with Creative script writing and professional project management.

Keep Learning
Here are some related guides and posts that you might enjoy next.
Video Marketing Quiz - Level 'Hard'

Test your Video Marketing Knowledge by taking this video marketing quiz Questions 1. What is the time limit of Facebook…

Animation Explainer Video Script template for your Business

Incorporate “1 key message” you want audience to retainEmphasis should be on how your product/ service will help State the problem…

Any content that you create has to be differentiated, making them pause everything else - Ayushman Chiranewala

"Customize your video as per the platform, creating multiple cuts of your video asset as per the most relevant audience-interest…

Video Marketing Quiz - Level 'Expert'

Test your Video Marketing Knowledge by taking this quiz- Video Marketing Quiz-4 1. What is the maximum file size you…

Vidsaga - Alternative of Upwork, Fiverr for Video Production

Vidsaga is an alternative of Upwork and Fiverr to create Videos for Businesses. Invitation to join Global Marketers Community Discussion…

Our guiding principle is "What is the most authentic route ahead that benefits the brand” - Kartik Johari

“Be authentic, honest and meticulous.  There is no other way to make a great ad film. And please remember, ad…