About this article

Read time:

4 minutes

Category:

B2B Marketing, B2B PR, Sector knowledge, SEO

Four effective strategies to build brand awareness for your HR tech solution

HR technology is moving at relentless speed. According to research, the HR tech market is projected to grow from $40.45 billion this year to a staggering $81.84 billion by 2032. With the HR tech landscape becoming increasingly competitive, businesses operating within this industry should prioritise tactics that will help them stand out from the crowd and attract new customers and investors.

B2B marketers, therefore, must understand how to effectively build brand awareness around their HR tech solution to drive engagement with key audiences before potential buyers look elsewhere.

To help get you started, we’ve identified four strategies you should implement to enhance visibility and differentiate your brand.

Leverage thought leadership content

Establishing your brand as a thought leader within the wider HR industry is vital for building trust and credibility. When people see your brand as a go-to source for the latest trends and industry insights, it will increase the likelihood of them considering your products and services due to you being a trusted authoritative voice.

How to do it:

  • Content marketing: Create detailed and insightful blog posts, whitepapers, and eBooks that address current and future HR tech trends and challenges.
  • Guest articles: Embark on a media outreach program to place your authored thought leadership articles in reputable HR and technology publications across print and online.
  • Speaking engagements: Secure speaking slots for your key spokespeople at industry conferences, webinars and roundtables to further bolster your credibility in the HR tech industry.

Our role: At Skout, we can help you craft compelling thought leadership content and pitch it to the industry publications your audience and peers are reading. Through our effective strategy and storytelling, we can ensure that your message is correctly mapped to the right audiences and make you relevant to those that you need to reach.

Optimise your online presence

In today’s digital-first world, having a strong online presence is absolutely essential to build brand awareness. Your HR tech company’s website and social media profiles are often the first touchpoint with potential customers. So, how do you maximise your online presence?

How to do it:

  • SEO: Optimise your website, and all your associated pages and web posts, with relevant keywords to effectively boost your ranking on search engine result pages.
  • Social media marketing: Regularly post valuable content, opinions and insights on LinkedIn, X, Facebook and other relevant social media networks.
  • User Experience: Ensure your website is tailored to be as user-friendly as possible through easy navigation tools and mobile-optimised pages.

Our role: We can develop your B2B marketing strategy with rich and vibrant social media, insightful web content, and help optimise your online presence to give it the best chance of success in a crowded market. Our expert team and range of specialist partners can produce a wide range of vibrant and intelligent ideas to reflect across your social media and webpages.

Invest in a bespoke media relations programme

Working closely with the media and establishing sustained coverage is crucial for boosting brand awareness for your HR tech business. Media coverage can unlock the door to generating long-lasting, on message coverage and can aid you in influencing future customers.

How to do it:

  • Press releases: Regularly craft and distribute press releases and media alerts about product launches, company milestones and industry insights to maintain a steady drumbeat of coverage.
  • Media pitches: Develop compelling and interesting story angles from your business’ spokespeople and pitch them to relevant journalists and editors of HR tech publications.
  • Feature programme: Craft commentary and insights from your company’s spokespeople on trends and newsworthy topics to demonstrate deep understanding and knowledge of your industry.
  • Case studies: Create detailed case studies with client testimonials and tangible results to show the benefits and ROI of your products and services.

Our role: As a specialist B2B PR agency, we will ensure that we can help you build effective and proactive relationships with the media to increase your voice in a busy media landscape.

Engage with influencer and analyst relations

Influencers and expert industry analysts have the ability to amplify your brand message through their endorsements. Not only will you achieve increased reach, but it can also help you create strong business opportunities through enhanced credibility.

How to do it:

  • Identify key influencers: Find influencers and industry experts who not only have a significant following in the HR tech space but also those who align with your brand values and purpose as a business.
  • Collaborate: Engage in mutually beneficial collaborations such as guest blogging, social media takeovers and product demos and reviews.
  • Analyst relations: Maintain continuous and regular contact with those key influencers to keep them informed about your company news and product updates.

Our role: We can conduct your influencer relations programme to ensure your HR tech business generates more influence in the market whilst boosting your brand awareness. This will help you secure additional business opportunities as well as improving your position in the market.

To find out more about how you can build brand awareness for your HR tech business, get in touch with us here.

About this article

Read time:

4 minutes

Category:

B2B Marketing, B2B PR, Sector knowledge, SEO

Five tech trends B2B marketers need to be aware of in 2025

The top five FinTech publications your business should know about

Browse more blog posts

A visual image showcases tech trends for B2B marketers. The graphic displays icons signaling tech trends such as AI.
Posted on
byJames Weaver
Things change quickly in the world of B2B marketing. With every ‘eureka!’ moment for new and disruptive technologies that herald to change the game, staying ahead of the curve is vitally important. Although artificial intelligence (AI) has been used by businesses for decades, today the technology is plastered across the news agenda. There’s also a swathe of other transformative technologies...
An image of a woman reading a business, financial and fintech newspaper
Posted on
byIsobelle Yoxall
It’s a new year for your FinTech business, and there’s big news on the horizon: a new product launch, exciting partnerships, or innovative features to announce. This makes for the perfect time to share your story with the media. Or perhaps you are just seeking fresh opportunities to make a new impact. Whatever the reason, there’s no better time to...
Fintech megatrends featured image - 2025
Posted on
byRob Skinner
Woah fintech, slow down! Of course, that is never really going to happen – so PR and marketing professionals, how are you going to keep up? The fintech landscape is evolving at lightning speed, driven by groundbreaking innovations and shifting consumer expectations. Projections show that the market could reach a size of £1.2 trillion by 2030. To put that into...
A graphic displaying five stars with a finger pointing to the brightest star, reflecting the ambition to be a premium brand
Posted on
byClaire Lamb
Building a premium brand doesn’t require a limitless marketing budget. In fact, some of the world’s most respected B2B brands have built their reputations through strategic, cost-effective marketing and PR, rather than block busting spend.   What do I mean by quality brand? I’m referring to brands that position themselves as delivering a high quality product or service, which is often...
An image of the Skout team at the 2024 Christmas party
Posted on
byRob Skinner
It’s common to hear people say, “Hasn’t this year gone quickly?” But this time, when I reached into the loft, it seemed like the fairy lights were still warm in their box! 2024 has been a busy year for me personally, so it’s perhaps no surprise that it has flown by. Between my wife and me becoming empty nesters, moving to...
A collection of headlines showing influential people who influenced the news agenda throughout 2024
Posted on
byRebecca Brown
2024 has certainly been a big year for the news agenda. From a change of government in the UK to the US presidential election race. CrowdStrike causing a mass IT outage due to a faulty update. Climate disasters such as Hurricane Milton and the flooding in Valencia. The return of Celine Dion at the opening ceremony of the Olympics. And...
Measuring tool being used by person to measure words on image
Posted on
byClaire James
Have you ever been asked to demonstrate the value of your marketing budget to leaders within your business? You’re not alone. According to LinkedIn’s B2B Benchmark report, 76% of B2B marketers feel under pressure to prove return-on-investment in the short term while nearly half cite ROI as the most important metric when reporting to the CEO, CFO and other board...
A laptop showing imagery associated with market trends reports
Posted on
byHonor Williamson
Staying ahead of trends and understanding which stories are resonating with target audiences is integral to great PR. Given the volume of noise in today’s media, making use of tools can help reveal patterns, highlight relevant topics, and guide your content strategy. This is where the market trends report can be a real game-changer. Market trends reports provide insights into...
X The Guardian
Posted on
byClaire Lamb
The Guardian announced last week that it will stop posting on X. According to the newspaper, the “benefits of being on X are now outweighed by the negatives.” It went onto say that “this is something we have been considering for a while given the often-disturbing content promoted or found on the platform.”  It’s clear that X has become a...
Tape / measurement visual
Posted on
byJack Snell
In today’s fast-paced business environment, every penny counts, especially whilst businesses are under immense pressure to justify every line of their balance sheets. This is where the important of measuring your PR activities comes into play. At Skout, we believe that effective measurement is the key to demonstrating a tangible return on investment in your PR efforts. We recently launched...

Get in touch

Skout
11 Market Place
Macclesfield
Cheshire
SK10 1EB
Send us a message
Name(Required)

Send us a message