We do a lot of HR buyer research.  I also talk to a lot of HR technology vendors.

As I talk to these vendors I hear a lot of the assumptions about HR that *might* have been true 20 years ago, but become less and less true everyday now.

If you’ve been around the vendor community for more than a few weeks you’ve heard these gems:  HR is technology averse.  HR is all about consensus.  HR won’t take any risks.  HR isn’t empowered.


While you repeat yourself about HR, you then tell me that the millenials have been in the workforce for a long time and everything is changing.  You can’t have it both ways.

Here’s the deal.  If you focus your marketing and sales messages and efforts toward people that are technology averse consensus builders that won’t take a risk and have no power, GUESS WHO YOU’RE GOING TO FIND WITH YOUR MARKETING AND SALES?

Stop dealing with 20 to 30 year old anecdotes about something as important as defining your buyer .

Start looking at some research, or talking to someone that is looking at it, and define YOUR buyer.

Start focusing your efforts and messaging to those buyers.  The ones you want.



We’ll be talking about this and more at InfluenceHR on October 6 in Las Vegas.  That’s the day before the HR Tech Conference.  We’ll be just a few blocks away until we join them that evening to hand out the InfluenceHR Marketing Awards.  Check it out.  Space is limited and tickets are going fast.



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