When expanding your company’s services and systems, it is extremely important to have contact with the human resources key person who has decision-making authority in the corporate organization.
Data shows that 43% of business owners collect information on the Web when introducing new services or systems to their companies.
This time, we will be thinking about tips for choosing web media to create touch points with key human resources personnel.
Gathering information on key human resources personnel
In the ”
Survey on the Actual Status of Collecting and Utilizing Management Information of Small and Medium-Sized Enterprise Managers” published by the Japan Small and Medium
Enterprises and Regional Innovation Agency/Business Support Information Center, an independent administrative agency, managers asked, “What kind of media do you collect information from? (Multiple answers) )” question,
1st place Newspaper 82.0%
2nd place TV 62.0%
3rd place Magazine 45.7%
4th place Homepage 43.3%
There is data that shows that the difference between the third place magazine and the fourth place homepage is 2 points.
In addition, for “media whose use has increased compared to three years ago (multiple answers possible)”, homepages were “extremely common”, indicating that the use of the Internet has become mainstream. I am.
Touchpoints with key human resources personnel
It can be seen that key human resources personnel use the Internet as a mainstream means of gathering information, but before choosing a web medium, it is necessary to consider touch points with key personnel at the company.
Touchpoint means a point of contact, and from a marketing perspective, it refers to a point of contact between a company and its users.
From a media perspective, it also refers to the point of contact between content and users.
HR Pro
, a portal site for human resources operated by our company, is a typical example.
Some points of contact come from companies, such as their own websites, web advertisements, and portal sites, while others come from users, such as SNS and word of mouth.
When selecting a new service or system, the accumulation of touchpoints that a key person has had up to that point will have a major influence on the selection, so it is important to not only use your company’s website, but also web advertisements and SNS/portal sites where your company’s information is posted. , it is necessary to determine which web media is appropriate for creating touchpoints.
Points of view when choosing web media
We will introduce tips for companies that provide HR support services and solutions when considering posting on web media other than their own website in order to create touch points with HR key personnel.
■User characteristics of web media
You need to check whether you can approach the key human resources person through that web media.
With web advertising and SNS, the number of users is unspecified, so it is a good idea to select keywords that can reach key people and check whether there are segments.
If it is a portal site, check whether the membership includes a key human resources person.
■Portal site content update frequency/content
If it’s a portal site, read and check whether the content is updated daily and the quality of the content.
■ Distribution frequency and content of e-mail newsletter for portal site members
If the portal site has an e-mail newsletter for members, it would be a good idea to actually register as a member and receive the e-mail newsletter.
If your email newsletter is sent too frequently, it may get buried under other emails and become difficult to read, and if the content is full of advertisements promoting your services, your emails may not be opened.
In fact, an education and training company that uses
HR Pro
says, “When choosing an email DM, check how popular the email DM is.” He added that this is because he sends interesting emails and DMs.
By checking what kinds of touchpoints the portal site usually has with its members, you can determine whether it is a web medium that can create the appropriate touchpoints for your company’s services and solutions.
For more information, please refer to
“Messages that attract customers required for marketing: Check the degree of love of email DM from a unique perspective
”.
Word of mouth and SNS where touch points cannot be controlled
When publishing web media such as portal sites and placing advertisements, touch points can be strategically created within the control of marketers.
However, it is difficult to control reviews posted on web media and SNS that spread information based on sympathy.
If you try to control them, you run the risk of losing all the trust you have built up to that point.
Although it is difficult to control word-of-mouth and sympathy itself, you can provide feedback on reviews and improve the content you post on SNS.
Creating new touchpoints in this way can ultimately have a positive impact.
summary
◆When selecting a new service or system, the accumulation of touch points that the key person has had will greatly influence the selection.
◆The criteria for choosing a portal site that creates touch points with key human resources personnel is to look at the content of the media and the frequency and quality of e-mail newsletters for members.
◆For word-of-mouth and SNS where touch points cannot be controlled, new touch points can be created by providing feedback on word-of-mouth and improving content.