Standing out in a crowded market
HR leaders are being asked to do more than ever before. According to research by Workday, teams are trying to balance competing priorities of talent acquisition and retention, skills shortages and, more recently, the impact of AI on the workforce, along with employee well-being and workforce planning.
For marketers looking to engage this audience amid all the noise, one of the most effective strategies is to reach them through organizations and media they already trust.
The value of association audiences
As with any leadership role, HR managers pay close attention to their trusted sources of information, whether peers or professional bodies. They know the industry pain points and can provide best practices, advice and professional development opportunities.
Research from Bain & Company says that professional communities and valued industry sources are among the most influential information channels
Marketers need to buy into this and align their marketing campaigns with respected industry organizations that their target audience already pays attention to.
Making the most of events
Large industry events are one of the crucial times when HR professionals are looking for new solutions and ideas.
By building awareness ahead of and not just during the event, brands can establish a sense of familiarity with their target audience. Continuing that messaging into the active event period ensures they can stay relevant and top of mind when it matters.
Moving from event engagement to always-on visibility
Beyond the event attention spike, year-round communication will foster long-term relationships, and association partnerships can help achieve this at scale.
Through partnerships with leading organizations, such as the Society for Human Resource Management (SHRM), brands can reach more HR professionals who would otherwise be difficult to contact through standard channels.
Partnerships, like the one SmartBrief has with SHRM, provide opportunities for a more focused approach through newsletters and thought leadership supported by a trusted voice.
Stronger connections
According to the Insight Collective, partner associations are particularly important when nearly half of B2B buyers trust independent third-party content more than any other.
Plus, specialist association audiences are opt-in, engaged professionals, which can also help extend the impact beyond the event.
If you're looking to reach HR buyers through trusted industry communities, get in touch with the SmartBrief team to learn how our premier partnerships and niche audiences can help.
