Today, we’re having a look at the main marketing methods for HR consultancies and HR tech companies to get in front of new audiences and win new clients.

We explore the diverse landscape of marketing channels available to HR consultancies and HR software companies. This comprehensive overview will help professionals in the HR industry make informed decisions about their marketing strategies, whether they are just starting out or seeking to refine their existing plans.

Context Matters When It Comes To The Main Marketing Methods For HR Businesses

Before diving into specific marketing channels, it is crucial for HR consultants and tech firms to consider various factors. These include their target market, service offerings, available resources, and budget constraints. The choice of marketing approach will also depend on whether they operate as solo consultants, small, or larger HR consultancies or HR tech firms.

Categories of Marketing Channels

The marketing channels in this discussion can be categorized into six main groups:

  • Advertising
  • Business Development
  • Content
  • Email
  • Networking and Referrals
  • Paid Promotion
  • Social Media

Let’s explore each category:


Within this category, options include online advertising platforms like Google Ads, Facebook Ads, YouTube Ads, and LinkedIn Ads. Professionals should understand the cost per click and conversion rates associated with each platform to make informed decisions. For instance, Google Ads may provide quick results, while LinkedIn Ads may target larger, high-value clients.

Business Development

Business development strategies encompass participation in trade shows, account-based marketing, public relations, and traditional offline marketing. Personalized offline marketing, such as sending thoughtful gifts or cards, can effectively nurture relationships.


Content marketing involves creating valuable written, audio, or video content. Deep-dive articles and pillar content that offer in-depth solutions to problems are essential. Podcasts, webinars, and online conferences also serve as powerful tools for audience engagement.


Email marketing strategies include outbound cold email campaigns, email newsletters, and automated email sequences. Tailored emails addressing audience pain points and needs, along with automation, can nurture leads over time.

Networking and Referrals

Networking opportunities range from paid industry events to speaking engagements on webinars and podcasts. Proactive referral programs and participation in offline events can help establish connections with potential clients.

Paid Promotion

Paid promotion options encompass sponsoring industry events, hosting webinars, and running sponsored content in HR-focused media outlets. Strategic execution ensures that messages reach the right audience effectively.

Listen Now: The Main Marketing Methods for HR Consultancies and HR Tech Companies Explained

(Episode 126 of the HR business marketing podcast, A Better HR Business).


Success in growing HR consulting businesses and HR technology firms hinges on the selection of appropriate marketing channels that align with strengths, preferences, and available resources.

Rather than sticking to one-size-fits-all marketing strategies, HR businesses are encouraged to tailor their approaches to their own unique circumstances.

It is important to remember that effective marketing is an ongoing process that requires continuous refinement and adaptation.

Begin by assessing the current situation, identifying strengths, and crafting a customized marketing strategy to propel HR businesses to new heights.

By carefully selecting and implementing the most suitable marketing channels, HR professionals can maximize their chances of reaching and engaging their target audience effectively.

Finally, if you could do with some help growing your HR business in an easier, more predictable way, check out the HR Business Accelerator