Trends in HR Marketing: HR Internet Research Behavior Survey

Transcription

1 Trends in HR Marketing: HR Internet Research Behavior Survey

2 Contents Abstract...2 Methodology...3 Buying HR Products /Services: Where do HR Decision Makers Start?...3 What Search Engines do HR Buyers Prefer?...4 How Often Do Buyers Use a Search Engine?...4 Search Engine Advertising: To Click or Not to Click....5 Which Informational HR Websites Do HR Buyers Prefer?...5 HR and Web 2.0 and the Devaluation of Traditional Media...6 Social Networking...7 Further Reading and Resources...7 About HRmarketer...9 About Fisher Vista, LLC...9 Fisher Vista, LLC Products and Services...9 1

3 Abstract This research report, conducted by HRmarketer.com, focuses specifically on how the Internet, Web 2.0 and social networking technologies are impacting how human resource professionals research and purchase products and services for their organizations. The data in this report is based on responses from human resource and employee benefits buyers during August of 2008, collectively referred to as HR buyers in this report. The key trends outlined in this report tell us the following about HR buyers and their buying process with respect to the Internet: Increasing numbers of HR buyers turn to the Internet first (even before turning to peers) when searching for vendors of HR products/services they are interested in purchasing; While a significant number of HR buyers go to the Internet daily for HR information, they do not rely on any single website. Instead, they tend to visit many HR information websites; Over half of HR buyers surveyed use an Internet search engine at least once per week to search for information related to human resources. The most popular search engine? Google, with nearly 90% of respondents saying this is their preferred search engine; Nearly one third of HR buyers are likely to click a vendor s sponsored ad on a search results page of a search engine (e.g., the ads on right side of Google s search results); LinkedIn is the most popular business social networking service used by HR buyers. However, nearly half of HR buyers are not using any social networking service for professional / business purposes; Nearly half of HR buyers surveyed participate in an HR-related Webcast/Webinar at least once per quarter. Nearly two-thirds of HR buyers read at least one HR-related white paper/research report each quarter. 2

4 Methodology The research data referenced in this report is based on responses from human resource and employee benefits professionals and executives. The data was collected during August of Over half of survey participants were Director level or higher, with approximately 8 percent CEO / C-Suite Executives, 17 percent Vice Presidents, 30 percent Directors and 27 percent Managers. Buying HR Products /Services: Where do HR Decision Makers Start? When HR buyers were asked how they begin their searches to identify vendors of HR products/services they may be interested in purchasing, Internet Search Engine ranked first (38.7%), followed by Favorite HR informational website (24%). For the first time in three years, since HRmarkter.com has been conducting these research reports, Ask a Peer was not ranked first. Only 16 percent of HR buyers said they asked a peer. We cannot overstate the significance of these findings. Clearly, the importance of a strong online presence has never been greater, with 64% of HR buyers saying they turn to the Internet first when searching for HR solutions. How do you typically begin your search to identify vendors of HR products/services you may be interested in purchasing? 3

5 What Search Engines do HR Buyers Prefer? Google is overwhelmingly the most often-used search engine of HR buyers who search for HR information online, with over 80% of HR buyers saying they use Google for their searches. A distant (almost insignificant) second was Yahoo! (9.3%) with MSN and Ask.com coming in at a tie for 3rd (4%). This is consistent with national trends showing Google as the dominant search engine, and in the corporate environment this appears to be even more the case important information for HR suppliers using or considering using searchengine advertising (Pay-Per-Click). Which Internet search engine do you most often use (choose one)? How Often Do Buyers Use a Search Engine? Over half of HR Buyers surveyed use an Internet search engine at least once per week to search for information related to human resources with nearly 30% going online daily to search for HR information. How often do you use an Internet search engine to search for information related to human resources, especially when researching products and services (choose one)? 4

6 Search Engine Advertising: To Click or Not to Click. Nearly one-third of HR Buyers are likely to click a vendor s sponsored ad on a search results page of a search engine (e.g., the ads on right side of Google s search results). Clearly, HR buyers are getting more comfortable clicking on search engine ads. Contrasting with our research on this subject six months ago, only 5% of this year s respondents were highly likely to click a sponsored ad. This is fairly consistent with national search trends, where research shows that about 70% of Internet users click on organic listings, versus 30% on paid listings. Organic search results are usually perceived as unbiased and therefore more credible than paid results. This is why marketers are well advised to invest in SEO (search engine optimization) and SEM (search-engine marketing) to boost their natural rankings. Which Informational HR Websites Do HR Buyers Prefer? Nearly one-third of HR Buyers are likely to click a vendor s sponsored ad on a search results page of a search engine. While a significant number of HR buyers go to the Internet for HR information, they do not rely on any single website. Instead, they tend to visit many HR information websites on a daily basis. Our research showed the following ten websites as the most common sites visited by HR buyers (numbers rounded): Daily Weekly Monthly SHRM.org 21% 44% 19% HR.com 7% 19% 16% bls.gov 7% 8% 20% humanresources.about.com 5% 3% 7% workforce.com 5% 15% 15% hrvillage.com 4% 0% 4% humancapitalinstitute.org 4% 3% 8% hr-guide.com 4% 3% 8% benefitnews.com 4% 13% 4% IHRIM.org 4% 1% 4% ere.net 4% 0% 1% hrmarketer.com 3% 4% 3% hrstore.com 3% 1% 5% hrimmall.com 3% 1% 3% worldatwork.org 2% 7% 5% 5

7 Other sites worth mentioning include: aseonline.org hrgopher.com aspenpublishers.com hrwebcafe.com bna.com pbpinfo.com conference-board.org thehrspecialist.com corporateleadershipcouncil.com voluntary.com dol.gov worldatwork.org ebia.com hrhero.com Again, as emphasized earlier and in previous reports by HRmarketer.com, this is why HR and employee benefit marketers need to invest in SEO and engage in a variety of Internet marketing campaigns (leveraging content like white papers) to increase their online visibility. HR and Web 2.0 and the Devaluation of Traditional Media When it comes to webinars, podcasts and blogs, HR buyers continue to adopt these Web 2.0 technologies. Nearly half of HR Buyers surveyed participate in an HR-related webcast/webinar at least once per quarter. And nearly twothirds of HR buyers read at least one HR-related white paper/research report each quarter. How often do you do the following? 6

8 Worth noting is that while an HR buyer is more likely to read an HR-related e- newsletter than a print HR trade magazine on a daily basis, print HR trades continue to be of importance, as nearly half of HR buyers still read a print HR trade monthly. The key takeaways for HR suppliers are: 1) If you are not already blogging, podcasting and doing webcasts, consider doing so. These tactics are becoming increasingly important to generate visibility and leads. 2) While Web 2.0 activities need to be a part of your ongoing marketing and PR, traditional media relations (including regular distribution of press releases) are still important to secure placements in print HR trade magazines. Social Networking Not surprisingly, the most popular business social networking service for HR buyers is LinkedIn, with 47% of HR buyers using this service on a regular basis. Other social networking sites used by HR buyers on a widespread basis include Facebook (12%) and MySpace (10%). Interestingly, Twitter made our list for the first time with nearly 2% of HR buyers saying they use this service on a regular basis. Plaxo also made the list for the first time, with just over 1% of respondents using this social networking service. The message to HR suppliers? Start experimenting with social networking. HRmarketer.com recently began experimenting with social networking by creating the HR Community ( and we can speak from experience that HR buyers and sellers are taking to these services quickly. In just over three months since we launched the HR Community the Community already showcases hundreds of HR and employee benefit vendor profiles and over 1,300 white papers, research reports, webcasts, articles and podcasts uploaded by members. Further Reading and Resources For more information about marketing and PR in the HR marketplace, please visit for many white papers on the subject. 7

9 Subscribe to our popular blog (consistently ranked as a top 20 blog in the HR marketplace), which discusses many subjects relating to marketing and selling to HR. Download our free ebook titled How to Reach Human Resource Buyers and Convert Them to Leads (no registration required) at Create your own Supplier Profile at the HR Community ( and promote your content to HR buyers. 8

10 About HRmarketer HRmarketer.com, a service of Fisher Vista LLC, is the no. 1 Internet marketing and media visibility service in the human resources industry. Over five hundred human resource suppliers have used HRmarketer.com to generate publicity, website traffic, sales leads and improved search engine rankings. The HRmarketer Services Group helps HR suppliers who do not have the internal resources available and/or internal expertise to fully leverage the power of an HRmarketer.com membership. For these companies, the HRmarketer Services Group offers a full range of marketing and public relations services as well as Web 2.0 digital media services. About Fisher Vista, LLC Fisher Vista, LLC is a marketing services firm focusing on the human resource and senior care marketplaces. Our products and services combine innovative Webbased technologies with traditional marketing and PR. Since 2000, we ve helped hundreds of suppliers in the HR and senior care marketplace improve their marketing and PR and generate more publicity, website traffic and sales leads. Fisher Vista, LLC Products and Services HRmarketer.com If you sell to human resource professionals, you will benefit from a membership to HRmarketer.com, the no. 1 Internet marketing and media visibility service in the human resources industry. Over five hundred human resource suppliers have used HRmarketer.com to generate publicity, website traffic, sales leads and improved search engine rankings. For companies selling to the human resource department of an organization. HRmarketer Services Group Many organizations do not have the internal resources available to fully leverage the power of their HRmarketer.com membership. For these companies, our Services Group offers a full range of marketing and public relations services as well as Web 2.0 digital media services. HR List Rentals: Over 60,000 current s and postal addresses of HR decision makers throughout the U.S. Our lists pull. (login required) 9

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