S2: E7 – Stephen Cloves – is trust HR’s biggest buying signal?
S2: E7 – Stephen Cloves – is trust HR’s biggest buying signal?
With Stephen Cloves
Independent HR Consultant at Linked HR
Also joined by Skout’s founder and Director, Rob Skinner
Episode Overview
HR leaders are facing a perfect storm of challenges. Budgets are under pressure, tech stacks are multiplying and AI is dominating the conversation. In this HR Connection special of Shaking the B2B Tree, we ask what really matters when marketing to HR decision makers.
Stephen Cloves, an experienced HR consultant and former Chief People Officer, joins Rob Skinner to share candid insights on what resonates with HR and what turns them off. From the hype around AI to the reality of shrinking budgets, Stephen explains why trust and relevance are the real buying signals, not flashy tech or generic promises.
Expect practical advice, real examples of supplier approaches that worked and those that failed, and a frank discussion on how HR roles have shifted from record-keeping to strategic guardianship. If you want to cut through the noise and build meaningful relationships with HR, this episode is packed with insights you won’t want to miss.
Key Takeaways
✅ Trust is everything - Building relationships is key
✅ Focus on people - HR leaders care about solutions that improve employee experience, not just admin shortcuts.
✅ Relevance wins - Tailor your message to the reality of the business, not to big-brand case studies.
Stop trying to sell me a system that makes my life easier. Show me how it makes my people’s lives better.
Mentioned in This Episode
📌 The HR tech boom and its headaches Why a growing stack of niche tools is making life harder for HR leaders.
📌 Timing and personalisation beat volume Why understanding renewal cycles matters more than blanket campaigns.
📌 Thrash metal and trust Stephen’s love of heavy riffs and why personality helps build real connections.
