|
For any business enterprise to run smoothly, employees and employers must understand and meet each others’ needs. Human resources (HR) managers are the link between these two sides, making sure employers understand the concerns of their employees, while communicating organization policy to the staff. It’s no wonder then that they are open both to business-related and personal offers they can share with employees.
A Pool of Prospects
There are approximately 1 million HR professionals across the country, according to the Society of Human Resource Management (SHRM), an association serving HR professionals. Additionally, this market skews heavily female, says Guy Crossley, vice president of marketing at M. Lee Smith Publishers, a publisher catering to business executives. HR managers are responsible for many tasks, from writing job descriptions and conducting interviews, to overseeing compensation and benefits administration, to ensuring management is compliant with labor laws. “They use services and products that assist with recruiting efforts, training efforts, outsourcing/ consulting, screening, benefits, and any other services [relating] to human capital issues in their specific industry,” describes Jen Jorgensen, media affairs specialist for SHRM.
However, the specific needs of an HR manager will vary by industry and a company’s specific requirements. “In the world of human resources, there’s the professional and then there’s the generalist,” points out John Papalia, president of Danbury, Conn.-based Statlistics, a list management and brokerage agency that handles a number of HR-related lists, including the file for Workforce Management magazine. “In smaller companies, the HR person … orders supplies, takes care of any travel for the company, takes care of any 401(k) and financial opportunities,” describes Papalia. Larger organizations may have personnel strictly devoted to HR tasks and even break out responsibilities among a larger department. Knowing whether an HR manager is in a larger corporation with a special focus on benefits, or is part of a small outfit and is juggling a number of tasks will help you better direct your offers.
Personal and Professional Matters
Whether they work for large or small organizations, HR managers have a good deal of purchasing influence. “HR generalists and professionals in larger companies are the very best targets for the B-to-B marketer,” says Kayle Plotkin, vice president of Statlistics. “These decision makers are the best targets for all types of offers, from seminars to insurance to travel and supplies.” Some primary products and services HR managers are likely to seek include: outsourced HR services, employee incentives, relocation services, 401(k) and pension services, and recruiting and head hunting. Items such as posters, leadership development books, and training tools such as videos, online seminars and employee newsletters also are in demand, according to Crossley.
Some secondary products and services HR professionals look for are event services (for planning company events) and employee incentives. “The gift card business is significant,” adds Crossley. They also may be open to travel and vacation-related offers, including amusement parks.
On how to best market to busy HR managers, Crossley and Papalia both stress the effectiveness of direct mail. Crossley suggests direct mail efforts should be, “fast, easy-to-understand, with an immediate bottom line benefit to the organization. Things that help the HR professional feel more in control of her responsibilities and more respected by her company’s other executives are more apt to be considered.”
Great Timing
Although there is almost no bad time to reach out to these folks, there are definite points in the year to keep in mind. “Any products or services that relate to open enrollment periods are usually best to be considered in May or June,” advises Jorgensen. “Products or services that deal with year-end compliance issues are best to be purchased by October.”
Papalia points out that the beginning of the year is a particularly good time to market to these professionals as they set up summer events for employees. Also, the start of the year means companies are working with fresh annual budgets, and may be more willing to spend.
Crossley adds that M. Lee Smith experiences better response rates to newsletter subscription offers from late January through April, then again from September through October.
Keeping a few of these pointers in mind will help you better target HR decision makers who also have the ears of employees companywide.
A Pool of Prospects
There are approximately 1 million HR professionals across the country, according to the Society of Human Resource Management (SHRM), an association serving HR professionals. Additionally, this market skews heavily female, says Guy Crossley, vice president of marketing at M. Lee Smith Publishers, a publisher catering to business executives. HR managers are responsible for many tasks, from writing job descriptions and conducting interviews, to overseeing compensation and benefits administration, to ensuring management is compliant with labor laws. “They use services and products that assist with recruiting efforts, training efforts, outsourcing/ consulting, screening, benefits, and any other services [relating] to human capital issues in their specific industry,” describes Jen Jorgensen, media affairs specialist for SHRM.
However, the specific needs of an HR manager will vary by industry and a company’s specific requirements. “In the world of human resources, there’s the professional and then there’s the generalist,” points out John Papalia, president of Danbury, Conn.-based Statlistics, a list management and brokerage agency that handles a number of HR-related lists, including the file for Workforce Management magazine. “In smaller companies, the HR person … orders supplies, takes care of any travel for the company, takes care of any 401(k) and financial opportunities,” describes Papalia. Larger organizations may have personnel strictly devoted to HR tasks and even break out responsibilities among a larger department. Knowing whether an HR manager is in a larger corporation with a special focus on benefits, or is part of a small outfit and is juggling a number of tasks will help you better direct your offers.
Personal and Professional Matters
Whether they work for large or small organizations, HR managers have a good deal of purchasing influence. “HR generalists and professionals in larger companies are the very best targets for the B-to-B marketer,” says Kayle Plotkin, vice president of Statlistics. “These decision makers are the best targets for all types of offers, from seminars to insurance to travel and supplies.” Some primary products and services HR managers are likely to seek include: outsourced HR services, employee incentives, relocation services, 401(k) and pension services, and recruiting and head hunting. Items such as posters, leadership development books, and training tools such as videos, online seminars and employee newsletters also are in demand, according to Crossley.
Some secondary products and services HR professionals look for are event services (for planning company events) and employee incentives. “The gift card business is significant,” adds Crossley. They also may be open to travel and vacation-related offers, including amusement parks.
On how to best market to busy HR managers, Crossley and Papalia both stress the effectiveness of direct mail. Crossley suggests direct mail efforts should be, “fast, easy-to-understand, with an immediate bottom line benefit to the organization. Things that help the HR professional feel more in control of her responsibilities and more respected by her company’s other executives are more apt to be considered.”
Great Timing
Although there is almost no bad time to reach out to these folks, there are definite points in the year to keep in mind. “Any products or services that relate to open enrollment periods are usually best to be considered in May or June,” advises Jorgensen. “Products or services that deal with year-end compliance issues are best to be purchased by October.”
Papalia points out that the beginning of the year is a particularly good time to market to these professionals as they set up summer events for employees. Also, the start of the year means companies are working with fresh annual budgets, and may be more willing to spend.
Crossley adds that M. Lee Smith experiences better response rates to newsletter subscription offers from late January through April, then again from September through October.
Keeping a few of these pointers in mind will help you better target HR decision makers who also have the ears of employees companywide.
Companies Mentioned:
 |
|
Secrets of Direct Marketing Testing
Strategic Catalog Marketing