Search Engine Marketing, Press Releases Are Tactics of Choice for Human Resource Suppliers

Latest in ìHR Marketing Trendsî series reveals where HR suppliers spent their budgets in 2006, and whatís ahead for 2007

Search engine marketing and press releases are among the tactics most used by companies that sell to HR professionals, according to a new report from HRmarketer.com.

Just released, the new research report titled ìTrends in HR Marketing: Where HR Suppliers Spent their Marketing and PR Dollars in 2006 and Whatís Ahead in 2007î examines suppliersí marketing preferences and their tactics of choice in 2006, as well as how they plan to spend their dollars in the New Year.

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

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 into their marketing and PR will realize a competitive advantage over those who do not.î

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

Key trends outlined 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 deliver their news direct to buyers, bypassing the traditional media,î explains Kevin Grossman, chief operating officer for HRmarketer.com. ìThe data from this new survey illustrates how more and more HR suppliers recognize the need for these newer tactics to generate more sales leads, and are incorporating them in their 2007 marketing budgets.î