HR Marketing Trends Research

ìMarketing PRî tactics enjoy growing acceptance amid changing technology and buyersí patterns, says free white paper.

The concept of Marketing PR is gaining ground among companies that sell products and services to HR and employee benefits professionals, according to research from HRmarketer.com.

The companyís latest research report ñ Trends in HR Marketing: Where HR Suppliers Spent their Marketing and PR Dollars in 2006 and What’s Ahead in 2007 ñ examines suppliersí marketing preferences, their tactics of choice in 2006, and how they plan to spend their current budgets.

The paper is available at no charge from HRmarketer.com, the number one marketing and media visibility service that focuses exclusively on human resources and employee benefits providers. To download a copy, visit HRmarketer.com.

ìMarketing to human resources has always been challenging, but a rapidly-changing technological environment and shifting buyer patterns are presenting unique opportunities for HR suppliers,î explains Mark Willaman, founder and president of HRmarketer.com. ìSuppliers who understand how to incorporate these new technologies are realizing a competitive advantage.î

The report is the latest in a series of trend reports that began last fall. Data is based on responses from HR and employee benefits suppliers collected during the fourth quarter of 2006.

Key trends in the report include:

- The projected growth of ìMarketing 2.0î and ìMarketing PRî tactics in 2007, including search engine optimization (SEO), social media / search-optimized press releases;

- Patterns of adoption of various marketing and PR tactics by HR and employee benefits suppliers;

- A decreasing use of print materials and print advertising, as well as fewer print media and direct marketing campaigns.

In the paper, suppliers rank their marketing and PR challenges, which marketing tactics they intend to employ in 2007, and which metrics are most critical for measuring success. The report explores comparisons between spending on SEO and paid online advertising, and examines the ìknowledge gapî that exists with regard to blogging, podcasting and other Marketing PR tactics.

ìHRmarketer.com coined the term ëMarketing PRí early in 2006 to reflect a blending of marketing and media relations whereby HR suppliers can deliver their news directly to buyers,î explains Kevin Grossman, chief operating officer for HRmarketer.com. ìThe data from this new survey illustrates how HR suppliers recognize the need for these newer tactics to generate more sales leads, and are incorporating them in their 2007 marketing budgets.î