Question

Topic: Strategy

Marketing Strategy For A Startup In Hr

Posted by Anonymous on 10/12/2015 at 6:03 AM ET 250 Points
I am working on building marketing plan for a start-up that offers a unique product for large size companies that recruit based on the CVs received. The software product helps all CVs received in the database parsed, neatly organized, search indexed, checked for duplicates, version managed and converts into mobile readable formats by default. CVs sources could be social media, employees and vendors.

I would like to explore digital marketing without spending too much on traditional marketing methods – like print media, radio jingles, etc.

Please help me with your creative thoughts.

Thanks in advance.
Sunil
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RESPONSES

  • Posted by Jay Hamilton-Roth on 10/12/2015 at 8:20 AM Member
    You've expressed what you offer, but you haven't shared how valuable this software might be for your target audience. Who are they? Where are they located? What system/software are they using for CVs? How is yours 10x better? Why should they trust you? Have you met with a few HR directors in companies you might be targeting to ensure that what you're selling is what they're needing?
  • Posted by Mike Steffes on 10/12/2015 at 9:43 AM Accepted
    When I read that you had the mobile interface to you large size business HR application already done, I was amazed.
    Now, the first step to you marketing plan should probably be to get into an HR industry tradeshow. If there is someone other than you in your company, have them run the physical display. You go out and talk with show attendees and vendors. Develop some contacts, maybe locations to demo your SW...you will start to become known.
    This is arguably better (for a product/industry such as this) than setting up a digital shop and waiting for the orders to come rolling in.
  • Posted by Peter (henna gaijin) on 10/12/2015 at 1:49 PM Accepted
    Way back when, I was part of a startup that did what sounds similar to yours - in our case, we pre-screened the resumes online and sent summary and ranked results to the hiring managers. For online marketing, we tried to get a lot of byline articles written. This both got the word out to people in the HR fields, and provided back links to help our SEO. Here is an example of one I wrote:
    https://www.hr.com/SITEFORUM?&t=/Default/gateway&i=1116423256281&am...

    You could also look at paid search ads (Google's AdWords, AdRoll, etc.).

    You do say that you are targeting large companies. I would make sure you look into what these companies are currently doing. I think many of the large companies already have some sort of system in place to help manage their resume influx, so may not need yours unless yours does something better/cheaper than their current product. The small to mid-sized companies may not be as well set up with programs, so that might be a better market to target.
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