Buyers look to blogs for advice

17 June 2007
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18 June 2007 | Paul Snell

Traditional forms of advertising are having less of an impact on buyers of HR services.

Instead, the advice of peers is valued the most by buyers when selecting a supplier of HR services, according to a survey carried out by, which helps suppliers sell HR services. Some 43 per cent of buyers would ask a friend for their opinion of suppliers. A further 26 per cent look for suppliers with an internet search. Only 6 per cent would refer back to marketing material given to them by suppliers.

But the survey also found that more than half of buyers had visited a blog and 43 per cent had listened to a podcast. The survey recommended suppliers increase their visibility to buyers via these methods.

The study added suppliers should think twice about spending marketing budgets on attending events and conferences as money would be better invested in direct e-mail marketing. It found 37 per cent of buyers were highly likely to respond to this kind of communication.

The report said HR services are tendered, on average, every two to five years. Recruiting and staffing services are considered the biggest challenge for HR buyers and are most likely to be bought in the next six months.


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