When marketing to HR personnel, it is extremely important to understand their work schedules throughout the year so that you can approach them at the appropriate time.
This time, we will introduce the benefits of making a year-round advertising plan while looking at the personnel calendar, as well as specific methods.
Purpose and benefits of creating an advertising plan
Creating an annual advertising plan, whether for BtoC or BtoB, makes it clear what to do and when, leading to increased work efficiency for busy marketers.
Also, by understanding the busy seasons of HR personnel, it is effective to not reduce engagement with the company and to conduct marketing when HR personnel need information, such as when considering next year’s measures.
Occasionally, there are cases where we do not know the peak of new graduate recruitment, and when we hold a private seminar, we do not receive enough applications to fill the capacity.
When HR personnel are busy, it will be necessary to consider measures that do not limit time, such as proactively providing downloadable materials.
HR calendar
How do human resources managers actually work throughout the year?
This is an excerpt from April’s personnel calendar created by our company.
As you can see, April is a busy month for a wide variety of tasks, including accepting new employees, conducting training, hiring new graduates for the next year, dealing with prospective employees, preparing for performance evaluations, and dealing with personnel transfers.
During this period, rather than holding seminars, we will provide research reports on recruitment trends that will help you understand the situation at other companies, useful materials for solving work issues, and white papers such as templates to improve work efficiency. This allows you to acquire leads and improve your company’s awareness and engagement.
You can download the annual personnel calendar
, so please take advantage of it.
Create an advertising plan from the HR calendar
When you actually look at the personnel calendar, you can see what you need to do and when throughout the year.
In particular, the timing of HR-related events is a time when HR personnel are more sensitive to information, so you can take advantage of that timing to do something.
In addition, each area includes “planning,” “preparation,” “comparison,” and “purchase consideration,” and the timing of this is extremely important.
Since we will be considering implementing actual services and solutions, it is important to make sure that information reaches the HR personnel at this time.
From there, you can work backwards to create a marketing schedule.
Web/seminar schedule design
◆Web content
Content planning ⇒ Content production ⇒ Content publication (including email distribution)
The above is the general flow of web content, but what you need to be careful about is the timing when the content reaches the HR person.
The delivery date for email distribution is determined in advance, so you can be sure that the content will arrive at the time you are considering it.However, immediately after it is published on the web, although it will be recognized by search engines, it is unlikely to be ranked in the top rankings, so human resources personnel It has not arrived.
You need to set a time in advance for publishing your content so that it’s at the top of the list when HR professionals start collecting information.
◆Sponsoring event seminars/holding private seminars
Regarding sponsoring seminars at external events or holding private seminars, the date of the event is a good time to gather information and make comparisons.
For external events, the hosting company sets the schedule and attracts customers, so there is no problem as long as you prepare for the seminar according to that schedule.
However, because the number of customers will be larger, the schedule will be scheduled earlier than for private seminars.
Seminar planning ⇒ Lecturer/venue arrangement ⇒ Attracting customers ⇒ Seminar holding
When holding a private seminar, the general flow is as above. It is especially important to have enough time during the period to attract customers, so it is necessary to start planning the seminar and arranging the instructor and venue at least 3 months in advance so that you can start attracting customers 1 to 2 months in advance.
◆Summary
◆The benefits of creating an annual advertising plan are that it improves operational efficiency, does not reduce engagement with your company, and allows you to conduct marketing at the appropriate time, such as when considering next year’s measures.
◆April is a busy season for HR personnel, so rather than holding a seminar during this time, providing a white paper can help you gain leads and improve your company’s awareness and engagement.
◆You can work backwards from there to formulate a marketing schedule so that the information reaches the human resources staff when considering the introduction of actual services and solutions.