Marketing Trends: HR Buyers Increasingly Rely on Online Visibility when Searching for Vendors

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Habits, motivations of HR/benefits buyers revealed in exclusive whitepaper from

New cost-effective approaches are needed for companies trying to reach HR and benefits professionals and alert them to products that can benefit their bottom line

Workforce- and benefits-related professionals are increasingly using search engines such as Google or Yahoo! to identify vendors; however, HR suppliers continue to underspend on search engine visibility and marketing PR campaigns. This conclusion and other findings are examined in “Trends in HR Marketing: HR Buyers’ Behavior," a new marketing white paper from, the number one Internet marketing and media visibility service focusing exclusively on human resources and benefits providers.

The newest installment of a continuing series, “HR Buyers’ Behavior” analyzes trends and the progress of the HR buyer through the purchasing cycle, as well as the tools they use to progress through each stage. It focuses on specific areas of how HR buyers seek and evaluate information before making a purchasing decision. The white paper report features 15 distinct “marketing takeaways” that marketers can put to use in their efforts. It is available for free download by visiting

Key topics include the relative value of printed materials, online visibility, the word-of-mouth of trusted sources and informal networks, and professional peers’ opinions. This analysis, combined with an understanding of the shifting purchasing behaviors throughout the North American marketplace, provides readers with a better understanding of their target market and the best tools with which to reach them.

“New cost-effective approaches are needed for companies trying to reach HR and benefits professionals and alert them to products that can benefit their bottom line,” explains Kevin Grossman, chief operating officer of “This report answers the big questions of where marketing dollars should be invested today, and provides valuable insight into the needs and priorities of HR professionals.”

“All businesses engaged in selling to HR buyers of services or technology related to benefits, HRIS, recruiting, staffing, training, general human resources or organizational development will find the report eye-opening and actionable,” he adds.

About is a service of Fisher Vista LLC, a marketing and information services firm focusing exclusively on the human capital industry. Through its Marketing PR services, the company services over 300 human resource and employee benefit service providers, helping them generate publicity, website traffic, sales leads and improved SEO.

About Marketing PR

Marketing PR is the combining of what are traditionally two separate departments, public relations and marketing, to one integrated front whereby all marketing and PR activities focus on reaching buyers directly. Marketing PR incorporates both traditional marketing and PR tactics with social media and other Internet-based initiatives that support the measurable goals of (1) online publicity, (2) increased website traffic, (3) search engine optimization (SEO) and (4) lead generation.

This press release was distributed through eMediawire by Human Resources Marketer (HR Marketer: on behalf of the company listed above.


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Elrond Lawrence
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