Human resources (HR) professionals handle a wide range of responsibilities related to managing people within an organization. From recruiting to training to benefits administration, HR teams aim to create a positive and productive work environment.
To create content that resonates with HR managers, it’s important to understand their interests, pain points, platforms used, and work templates. This article will provide an in-depth look at key HR focus areas and tools to inform your content marketing and advertising campaigns.
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Human Resources Content Interests
HR professionals stay up-to-date on a variety of topics to perform their jobs effectively. Here are some of the top content categories HR managers care about:
1. Recruiting
Finding and hiring top talent is a core focus for HR teams. Popular recruiting content interests include:
- Job postings and listings
- Hiring processes and best practices
- Interview tips and techniques
- Talent acquisition strategies
- Employee retention tactics
2. Benefits
HR manages employee benefit programs, including:
- Health insurance plans
- Retirement accounts like 401(k)s
- Paid time off and vacation
- Wellness programs
- Perks like gym discounts
Content on choosing providers, explaining benefits, and promoting engagement is valued.
3. Compliance
HR ensures the company meets all required regulations. Important compliance topics include:
- Labor laws
- Equal employment opportunity
- Anti-discrimination laws
- Wage and hour regulations
- Harassment policies
Staying current on changing laws and best practices is critical.
4. Training & Development
Onboarding, ongoing training, and career development allow employees to grow their skills. Training content could cover:
- New hire onboarding
- Performance management
- Leadership development
- Skills training
- Professional development opportunities
5. Employee Relations
HR aims to create a positive company culture. Employee relations content may discuss:
- Conflict resolution
- Internal communications
- Team building
- Employee engagement surveys
- Workplace culture optimization
Pain Points for Human Resources Professionals
While handling the responsibilities above, HR managers encounter common frustrations and challenges:
1. Recruiting Challenges
- Finding enough qualified candidates in a tight labor market
- Retaining top performers in a competitive job market
- Keeping up with changing regulations around hiring
2. Onboarding Difficulties
- Ensuring all new hire paperwork and requirements are complete
- Creating a smooth transition experience from day one
- Tracking new hire progress through onboarding
3. Performance Management Obstacles
- Consistently evaluating all employees fairly
- Conducting regular performance reviews
- Adapting to changing laws around reviews
4. Benefits Administration Burdens
- Selecting the right providers and plans
- Managing complex employee benefits programs
- Staying compliant with frequently changing laws
5. Employee Relations Issues
- Resolving conflicts between employees
- Fostering a collaborative, enjoyable culture
- Adapting policies to reflect changing regulations
Popular Platforms Used by HR Professionals
HR teams rely on software, systems, and platforms to manage the employee lifecycle. Here are some of the most popular HR tools:
1. Applicant Tracking Systems
ATS tools like Taleo, iCIMS, and Greenhouse streamline the hiring process from job listings to offer letters.
2. Performance Management Software
Solutions like BambooHR, Clear Review, and Trakstar help track employee performance and reviews.
3. Employee Engagement Platforms
Tools like 15Five, Peakon, and OfficeVibe provide surveys and analytics on employee satisfaction.
4. Learning Management Systems
LMS platforms like Docebo, TalentLMS, and Bridge administer online training courses.
5. HR Analytics Software
Powerful analytics tools like Visier, PeopleFluent, and SAP SuccessFactors uncover workforce insights.
Helpful Work Templates for HR Managers
HR professionals rely on a variety of templates to perform key aspects of their role effectively. Well-designed templates help save time, ensure consistency, and provide helpful frameworks.
1. Job Description Templates
Job descriptions, specifications, and analyses are vital for attracting, evaluating, and onboarding top talent. Useful templates include:
- Job Description Template – Outlines day-to-day responsibilities, requirements, and expectations
- Job Specification Template – Lists must-have skills, education, and qualifications for a role
- Job Analysis Template – Identifies and evaluates required duties and competencies
2. Performance Review Templates
Standardized performance evaluations are essential for providing feedback and guiding improvement. Key templates:
- Performance Appraisal Template – Documents overall assessment of employee performance
- Performance Evaluation Template – Records ratings for specific skills and goals
- Performance Improvement Plan – Outlines development areas and sets objectives
3. Recruitment Templates
Well-crafted recruitment documents enhance the hiring process from job posting to offer letter. Helpful templates:
- Job Posting Template – Professionally advertises open roles to candidates
- Offer Letter Template – Contains key details like compensation, start date, benefits
- Job Application Template – Allows candidates to easily submit their information
4. Training Templates
Training plans, analyses, and evaluations optimize employee development. Useful examples:
- Training Plan Template – Strategically schedules and budgets training initiatives
- Training Needs Analysis Template – Identifies skill gaps to address through training
- Training Evaluation Template – Assesses training programs for engagement and effectiveness
5. Policies and Procedures
Guidelines and protocols promote workplace fairness, ethics, and efficiency. Common templates include:
- Employee Handbook Template – Provides a code of conduct, policies, expectations
- Grievance Procedure Template – Outlines process for reporting issues or conflicts
- Disciplinary Action Form – Documents performance concerns or policy violations
Turn Insights into Value for HR Audiences
By better understanding human resources interests, pain points, tools, and resources, you can create content, products, and campaigns that truly resonate.
Use these insights to:
- Optimize pages and blog posts for HR SEO keywords
- Craft targeted PPC and social media ads
- Develop helpful webinars, ebooks, and guides
- Build software or services addressing key needs
- Create tailored Human Resources templates and tools
Now that you have a blueprint of what HR managers care about, you can provide real value through your marketing and business solutions. Support recruitment, benefits, compliance, training, and culture needs with the right mix of content and products.