Do you need an accurate, up-to-date HR contacts database?
Our database provides 10,068 data records for HR contacts within UK companies, which would enable you to promote your products and services directly to them.
The HR market is significant in the UK with 2,355 businesses specialising it employing 26,000 people turning over £1bn a year. Our list of HR contacts does not cover these companies – it covers staff with a defined HR role working within general businesses.
Our email list of HR contacts comes with direct named email addresses and, in addition, we’re also provide you with a fully managed email marketing campaign service if you’d prefer us to do the work for you.
We design with the interests and wants of your target audience in mind making sure that it grabs the attention of busy human resources professionals despite the abundance of marketing communications they receive every day.
Your email will be sent out on three separate occasions from our dedicated servers and we send you a comprehensive report following each broadcast which shows how recipients interacted including information on opens and click through rates.
In this article, we:
- discuss the elements that make up an HR budget
- introduce you to what a database is
- discuss how best your business can market to HR contacts
- look at the common challenges HR professionals face
- look at ways your brand can effectively reach out to HR Personnel
- list the additional benefits clients receive when they purchase the HR Contacts Database
What is included in a HR budget?
The size of individual company HR budgets depend on the size of the business and the number of staff they employ.
HR budgets may be allocated for the following:
- Recruitment advertising
- Temporary staff
- Employee referral programmes
- Health Insurance
- Dental Insurance
- Life Insurance
- Retirement plans/pensions
- Gym and fitness memberships/discounts
- Corporate entertainment options
Training and development
- Training courses
- Certification programmes and exams
- Audiovisual rental/purchase
- Speaker hire
Health and safety
- Gym and fitness facilities or memberships
- Health and safety training
- Smoking cessation schemes
What is a HR contacts database?
Our HR contacts database contains specific decision makers with responsibility for purchasing related to HR within a business.
Our HR contacts database also includes the information you need to run direct marketing campaigns to your target audience including job title, email address, telephone number, and postal address.
Please note that you do not have to buy the entire database. Let us know if you’re only interested in working with companies of certain sizes, in certain sectors, or in certain geographical areas. We’ll then run a count for you to let you know how many HR contacts we have with the highest likely degree of interest in your products or services.
Marketing to HR: specialist and generalist contacts
Before you can successfully market to any HR professional, you first need to understand:
- who you are talking to,
- what they do,
- which problems your products or services solve or which opportunities they unlock, and
- the negative effects of those problems or missed opportunities.
There is no point trying to sell to a business contact who has no need nor budget for your products or services.
Whilst it is tempting to assume that your email would be passed onto the person in charge of this area, the likelihood is that it will be deleted without a second thought.
Depending on the size of the organisation you are targeting, you may want to speak to a general HR manager who will be able to direct you to the decision maker responsible for purchasing your products or services.
In most businesses, the HR manager may have a small budget but they require sign-off for more expensive purchases by a director.
Specialist HR contacts
In some businesses, responsible for aspects of human resources may be individually managed, for example:
- employee benefits
- health and wellness
- legal issues
- workplace safety
- draining and development
Because our email list of HR managers provides additional information including job titles and (in some cases) company size, you are better placed to find and target the individual that you need to speak with for the best chances of success.
When you call, ask your account manager to interrogate our database as closely as possible to identify the contacts most useful for your business.
Generalist HR Personnel
A generalist human resources employee works will be responsible for some of all of the specialist areas outlined above.
Their responsibilities will vary depending on the areas of priority within the businesses they’re working for.
For example, if a company is going through a phase of expansion, generalist HR members of staff will focus on working with employment agencies and on organisational planning to make the onboarding of new staff as smooth as possible.
HR in larger companies
In a larger company, you are more likely to need to contact specialist HR personnel.
Because biggers businesses are more likely to have HR departments, each member of staff is able to have an area of expertise.
They may have their own procurement budget or they may be required to present procurement proposals to an HR director for sign-off.
The types of procurement most likely undertaken by specialist HR personnel include:
- office equipment – larger companies have extensive need for office equipment and they will allocate a budget for this.
- software – software is necessary to manage many HR functions and funds will often be available for procuring the latest and most advanced versions of software (either off-the-shelf, tailored off-the-shelf, or fully bespoke)
- recruitment – many HR teams work in partnership with specialist recruitment consultants and they will have the budgets necessary to pay consultants’ fees upon successful hires. Also, many larger companies employ staff through a recruiter instead of employing them directly.
- career development – larger companies have a greater need for training especially when there is a culture of internal promotions
- compliance – employment is heavily regulated and HR personnel need to ensure that the company’s behaviour towards its staff is compliant with all applicable regulations.
HR in smaller companies
Smaller businesses have fewer employees making it more likely that there will be one or two senior HR personnel to approach with your direct marketing campaigns.
The products and services requested by HR personnel within these types of businesses will almost always need to be signed off by an owner, director, or senior manager.
Products and services of most use to HR personnel in small companies are:
- recruitment – new recruitment strategies, advertisement and web development will need to be kept to a low budget and offer the most value for the least money. Many smaller businesses are looking into developing Applicant Tracking Systems (ATS) that minimise the admin costs associated with recruitment.
- retention – while small organisations are less likely to spend a lot of money on entertainment and benefits, they are also the most likely to focus on workplace culture and building up the dedication of team members. Training, safety and health and wellness options are often popular with HR managers in these companies.
- administration – cutting administration time and costs is crucial to smaller businesses with reduced HR teams, so software and management systems are popular with personnel in these organisations. These organisations are also looking for useful and affordable financial management services that can improve compliance and keep costs down overall.
Common HR professional pain points
The most successful direct marketing campaigns address potential clients’ pain points:
- they describe the effect those pain points have,
- they show how a particular product or service addresses those pain points, and
- they describe life after the product or service has been bought and assimilated into the company.
What are the four major pain points faced by HR professionals within the workplace?
1. Inefficient or complicated processes and regulations
HR is complicated – it is heavily regulated and heavily taxed. Laws and taxes change regularly.
Sometimes, the problem is home-grown in that a company’s procedures may be unnecessarily complex.
HR departments and professionals continually seek new ways to do the same amount of work quicker, more efficiently, and in a way less prone to human error.
2. Finding innovations for a better employee experience
Acquiring talent is a key role for HR managers.
Arguably staff retention is even more important because:
- constant changes in staff are expensive and disruptive to a business,
- high staff turnover affects employee morale, and
- certain staff are more important than others and replacing them with someone equivalent is particularly time-consuming.
In recent years, the number of companies offering perks and incentives to employees has grown and many HR departments are purchasing these solutions.
Some perks benefit staff professionally – access to continuous professional development, gym facilties and fitness courses, the ability to work from home when required or requested, and so on.
Some perks benefit staff personally – discount and voucher cards, sales competitions, “employee of the month” competitions, and so on.
3. Attracting talent
Attracting talent to a company is a particular and ongoing challenge for HR staff.
HR staff will research any product or service your business can offer which promises to make the task simpler.
The cost of bad hirings is a significant cost for many businesses on an annual basis and HR staff will be receptive to solutions which de-risk the process as much as possible from initial candidate selection to interviews to onboarding programs.
Many companies now have active “employer branding” programs designed to make the prospect of working for that business more attractive to potential future members of staff.
4. Fostering a culture of learning and development
Many candidates when applying for a job are seeking a career – a career they can progress in over time accumulating knowledge which adds value to the organisations they work for and to their own CVs.
Of increasing importance to employees now is the perception that promotion is not just outside of their reach and that they will be in an environment where the dissemination of knowledge across all staff is important.
HR is the department responsible for sourcing training (online and offline) and for monitoring development through performance reviews and regular feedback.
In fact, promoting a culture of learning and development forms a major part of “employer branding” programmes mentioned above.
Four ways to use the HR contacts database to promote your products and service
Our HR contacts database UK contains the information you need to get in touch with decision makers and influencers responsible for purchasing your products and services.
By using it regularly, you have the opportunity to raise significant awareness of and trust in your company.
Four ways we recommend you use include:
The most popular and simple way to reach HR personnel is also the option that we suggest and provide you professional support with.
Emails offer a quick and simple way for you to outline your offer and grab attention without taking up too much of someone’s time.
Be aware that HR professionals see these sorts of emails every day and they are often wary of advertising.
Be honest, be direct, don’t use hyperbole, and don’t make unsubstantiated claims – let us help you create a compelling message when you buy our HR contacts database.
Telemarketing provides a personal touch which strengthens the connection you make through email marketing.
Telemarketing is an effective way to follow up your email marketing campaigns.
You get to find out more about each recipient and their needs and this is an opportunity for a potential customer to ask any questions they want the answers to and to discuss the finer points of your products and services, any offer you’ve made to encourage a sale, and to demonstrate your company’s ability to deliver.
Telemarketing also works well as a stand-alone route to market and telemarketers can gather important intelligence on each recipient as they dial meaning that you can better target potential clients on later marketing campaigns.
3. Teleconferences or webinars
Using our database, you could invite HR professionals to a teleconference or webinar where you can discuss your offer and speak with them directly about their feelings.
This is a great way to build a rapport with the HR managers that you want to get in touch with and find out their challenges and concerns directly.
You may find that you get less responses this way but the ones that you do get are far more engaged.
4. Use your own PR
When sending out an email, linking to your website or sending a direct mail, it may be helpful to provide a link to your own testimonials or an impartial reviews site where you can see the clients you have worked with before.
HR professionals hear from hundreds of different businesses every year – in their minds, this is a buyer’s market and they’re not short of choice.
Use every opportunity to demonstrate how you have worked effectively and professionally with other PR professionals.
Additional services available with our HR contacts database
With your purchase of the HR database, you receive an email design created by our professional in-house copywriters and designers and ready to send out to the clients you wish to target.
Our experienced sales copywriters create a compelling email highlighting the benefits of your products and services including a high-quality and persuasive subject line that will make your email more likely to be opened.
Your email will be interesting, confident in expression, and the recipients will be able to recognise themselves and their issues within the copy.
This will be a clear exposition of what you can offer them and how your products and services deliver value and benefits.
Our email designs are elegant and minimalist – they look great on desktops, laptops, mobile phones, and tablets – but the design never obscures the message.
Three email broadcasts
Once you are happy with the design that we have provided for you then, we will send three separate email campaigns out to the chosen recipients on your HR contacts database on an agreed schedule.
You choose the date and the time we send them at – we can advise you on when your contacts are likely to be at their most receptive.
We’ll notify you within 30 minutes of receiving a direct lead from your campaign which would benefit from your sales team following up immediately.
Three days after the email has been sent, we will provide you with a full tracking report of any activity generated by your campaign.
Ask your account manager how to use the information on the report to generate further leads and sales.
What’s on our HR contacts database
Our HR contacts database contains the following for each of the 10,068 records on it:
- 10,068 HR contacts
- 10,068 email addresses
- 1 email design – created in tandem with our expert in-house copywriters and designers
- 3 inclusive email campaigns
- full reporting on your email campaigns
- technical and advertising support
- 12 months’ data usage Additional information contained on each record
- address (including town, county, and postcode)
- phone (generally the central office or branch number)
- employees (on site and nationally)
- company registration number (if applicable and incorporation date)
- turnover band
- company net worth
- profitable or loss-making
- profit percent change
- sales volume increase or decrease
- premise type description
- branch count
Not all fields are populated. Please contact us to ask about coverage on any of the above fields if they are of particular importance to your marketing activities.
Find out more about our HR contacts database
To speak to one of our account managers about our HR contacts database, please call us on 0330 010 8300 or click here to email us.