While operating “HR Pro,” we help human resources support services and marketing for human resources service companies by acquiring leads (prospective customers) from human resources managers and managers.
Among these, we often undertake outsourcing of content production necessary for lead acquisition.
When creating content, I look at how many leads I can get and how many leads I can achieve in order to achieve the company’s marketing KPIs, and I rarely deviate from the main idea.
This time, we will introduce effective content for each HR field that can capture many leads from HR managers and managers.
Effective content for acquiring leads from HR personnel and managers
The types of content that generate many leads from a single piece of content are as follows.
1st place Survey materials [Questionnaire survey results report]
2nd place Know-how book [Introductory guidebook] [Manual] [Basic knowledge]
3rd place Tools/Individual measures [1 strategy and 3 measures] [5 tips] [7 sample questions]
4th place Introduction example [major company]
5th place Interview/coverage article [Conversation article with celebrities]
Contents by HR area
◆Recruitment
New graduate recruitment changes every year, making HR the only field that is seasonal.
Therefore, we generate many leads for research reports that summarize the previous year’s review and this year’s trends, as well as research reports that focus on monthly recruitment trends for students and companies.
In recent years, there have been surveys of attitudes and trends in new recruitment methods that distinguish them from existing recruitment methods, such as internships and direct sourcing (a method in which companies directly contact and recruit job seekers through scout emails, etc.). It’s out.
Next, we are generating many leads from materials that summarize know-how for specific issues, such as hiring science and engineering students, measures to prevent job offers from being declined, and how to navigate a hiring market that continues to be a seller’s market.
◆Education training
In the field of education and training, it is not questionnaire surveys that generate leads, but content that can be used immediately, such as know-how, tools, and individual measures.
In a sense, it may be a blue ocean, partly because survey-related content itself has not been exposed in the first place.
◆Human resources and labor affairs
Regarding human resources and labor issues, research reports overwhelmingly generate the most leads.
In addition, regarding human resources and labor affairs, we handle many areas such as mental health, industrial medicine, human resources systems such as engagement, turnover prevention, telework, and award systems.
In the field of labor, human resources needs to be dealt with every time laws are revised, so we received inquiries for effective materials related to various themes, such as know-how, predictions, and case studies.
◆System
Regarding systems, investigative reports overwhelmingly generate the most leads.
In particular, not all companies have implemented HR technology or AI in their HR systems, so research materials that can tell you about the implementation status of other companies tend to be useful.
We also receive inquiries about our collection of case studies and know-how on talent management and evaluation systems, as well as our content for companies that will be implementing it in the future, including actual case studies.
Consider the quality and quantity of leads you get
We have introduced content that can acquire a large number of leads, but how many leads do you think are obtained from a large number of leads from one piece of content and quickly turn into business negotiations or projects?
As many of you probably know, leads are just prospective customers (those who have the potential to become customers in the future), and the percentage of leads is surprisingly low.
Acquiring leads is just the starting point for nurturing the acquired leads using
marketing automation (MA)
, making the most of them, and ultimately monetizing them.
Therefore, when creating content, it is important to keep in mind that there is a trade-off between lead quantity and lead quality (hot leads, etc.).
summary
◆The content that generates many leads from a single content is the best research material [Questionnaire survey results report]
◆Recruitment of new graduates is the only area in HR that is seasonal, and many leads are generated in research reports that summarize the previous year’s review and this year’s trends, as well as research reports that focus on monthly student and company recruitment trends.
◆Acquiring leads is just the starting point for nurturing the acquired leads using MA (marketing automation), making the most of them, and ultimately monetizing them.