Know-How Exchange : Strategy

If this were my challenge, I would conduct information interviews with 6-8 senior HR execs and ask THEM what their needs are and how they would prefer to learn about a service like yours. Don't try to convince them they need what you do, and definitely don't assume that this is even something they might want. Instead ask a few high-gain questions and let them respond. Listen carefully and take detailed notes.

When you've completed at least 6 or 7 (or 8) good interviews, step back and review your notes. If you think you need more input, schedule another 4-5 interviews. Otherwise you should have the answer you seek -- not from US but from your target audience.

That's marketing communication at its best. (Asking the right questions and listening carefully to the responses is the best way to get insightful answers.)

If this is really important to you and you are not confident you can be objective enough, you can always hire a professional to do the job for you. Or perhaps you can hire a market research professional to coach you. That way you save some money, learn a valuable skill, AND still get the benefit of a professional approach.