Category Archives: The HR Rules

Employee Holiday Gift Guide

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It’s usually HR’s job to come up with the annual employee gift. Most companies are lame and will do the exact same thing every year. If they don’t give a turkey on Thanksgiving, they’ll definitely give out turkeys at Christmas. If they did give a turkey at Thanksgiving, you’ll likely get a ham or a fruitcake for Christmas.

Can I just say Christmas, instead of the “holiday season” or list all the possible options? My family is Jewish, but we get it, almost no company will ever recognize Chanukah, and if they do, it’s usually insulting, “Oh, isn’t that the Jewish Christmas?!” Ugh. Most of the American workforce follows some Christian-based religion that celebrates Christmas, so it’s just easier to play along with the majority.

At some point, usually, right around the pagan holiday of Halloween, someone in HR will raise the question to leadership, “Hey, what are we doing this year for ‘Christmas’ for the employees?”  What they really are asking is, “How much money are we spending per employee for some gift that looks more expensive than what it really is?”  Depending on the organization, it’s a wide range!

Here are the worst holiday gift ideas to give your employees:

  • Company Logo Portfolio – you know those fake leather bound binders with a legal pad inside. Twenty years ago those were so hot! Now, they’re sad. If you give this out as a gift you should be shot. “Oh, great, thanks, a pad of paper I can’t wait to take a picture of this and post it on my Snap making fun of the lame company I work for!”
  • Company Logo Bag – Any bag really. Duffle. Messenger. Backpack. The only time this isn’t lame is when it’s a really nice bag. Meaning the bag, minus your stupid logo, better cost at least $100 per bag. Your $12 limit per employee just makes any bag you choose, sad. Oh, it’s a Herschel bag, okay, you’re good, send me one to!
  • Any Company Logo Item Your CEO Wouldn’t Buy For Themselves – Let’s face it no one wants a crappy polo shirt, or cheap hoodie, or water bottle made in China. If your leadership team wouldn’t buy this on their own and use it, don’t buy it for your employees. If your CEO is a cheap SOB, ignore what I said above and just skip logo items altogether!
  • Any Mass Pre-packaged Food Items – You know what really sucks? Getting a gift basket of elf-sized trial-sized food items made to look gourmet that were probably made seventeen months ago.
  • A Charitable Gift in “My” Name – I love being charitable. I hate when some tries to be charitable on my behalf. You don’t know what I support! I might hate sick puppies and I don’t want money going to them. That’s not your call. My favorite charity is my kid’s college fund! Are you giving me money for that?

Employee gift giving, especially the bigger your organization is, is a tough game.  You don’t want to be cheap, but if you have 10,000 employees, that one endeavor becomes super expensive! The best thing to do is just stop it all together!

You go through one negative year of people complaining they didn’t get their lead-based painted candy corporate logo candy dish, then the next year no one remembers. Instead, let your hiring managers throw potluck lunches and have some fun. People will remember those, have more fun, and they might actually interact with each other!

Forced Hugs will Continue in 2019, and you’ll Like it!

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Let me make this perfectly clear, I never forced anyone to hug me!

I did for 30 straight days once make one of my sons give me a kiss goodnight, or he wasn’t allowed to buy an airsoft gun. That was different, I only did that because I felt, as his parent, he needed to feel comfortable kissing another man. Wait, that doesn’t sound right. He needed to know it was alright to give a kiss to his father. I mean, he kissed his mom good night, what’s wrong with me!?

I’m a hugger, you all know that I wrote the rules on hugging in the workplace, and clearly, the CEO of Ted Baker, an iconic British fashion company, Ray Kelvin, did not read my rules! (editor side note: I love me some Ted Baker shoes, without hugs from Ray!)

For those who didn’t see (I had about a dozen of my friends and readers send me a link!) Kelvin got himself in trouble for what has been perceived in his company of “Forced” hugs:

“Thousands of people have signed an online petition to end a practice of “forced ‘hugging'” and demand a better way of reporting alleged harassment at fashion chain Ted Baker.

More than 2,000 members of staff and customers of the UK retailer have called on the firm’s founder and CEO, Ray Kelvin, to alter his behavior, including “inappropriate touching,” which they say is “part of a culture that leaves harassment unchallenged.”
The call has come in an open letter to the company’s board of directors on the online platform Organise, which runs workplace-specific campaigns.”
Ray! Ray! Ray! All you had to do was follow the rules, Ray!
Look, I love giving a hug as much as the next person, but ‘forced hugs’ are super creepy!
I don’t want to let one creep stop the practice of hugging professionally. I mean, let’s not throw out the baby with the bathwater, people! Hugging is fine if you follow the rules. Forcing someone to hug you is not fine. That’s pretty clear, right?
Now, this is the fashion industry and Ray is worth $660 million dollars, and if my career in HR has taught me anything, I’m fairly sure we’re about to see a lawsuit trying to make Ray worth less than $660 million. If Ray was worth $660 dollars he probably wouldn’t be able to force hugs on anyone, or if he did, he would be in jail!
It’s hard being a middle-aged white dude in 2018 with all the other middle-aged white dudes running around like they’re in an episode of Game of Thrones. Just because you have money doesn’t mean you can do whatever it is you want. Like you can’t just be the President and just say whatever is on your mind on social media and grab women by the, oh wait…
So, I’m a middle-aged white dude who likes to hug. The question is, should I stop?
That would all depend on whether or not my hugs are making you uncomfortable (don’t comment Kris Dunn, your words are irrelevant here, I know you like my hugs deep down in places you’re afraid to bring up at your therapist) and/or are unwanted. That’s why I put together the rules people! Over 1 million people have read the rules. Also the updated New & Improved Version! The Rules on Hugging in the Workplace, work, if you follow them!
Rules people! Let’s make HR great again!

7 Steps to Fixing a Broken HR Department!

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Almost any HR leadership position you’ll ever interview for is the organization wanting you to come in and fix it. Almost always they’re hiring a new HR leader because someone believes HR is broken. So, you tell them this plan. You’ll get hired. You’ll fix it. You’ll send me a note to thank me!

I had a friend start a new HR leadership position recently. When I spoke to her the other day, she talked about how the department she has inherited is completely broken. Her first question to me was, “how do I turn this thing around?” (BTW – I actually wrote a book on how to fix a Talent Acquisition Department – The Talent Fix!) 

We all have asked ourselves this question, haven’t we?

So, often you get your first shot at leadership because something is broken and a change needs to be made. Rarely, as a first leadership position, do you walk into Disneyland! Oh, look, everything is perfect, all the processes are great, all the people are hardworking and get along, the budget has more money than I know what to do with!

It’s just not reality. If the department had all that, they wouldn’t be hiring you!

I gave her my steps to turning around a broken department, from my experience of turning around broken departments!

Step 1 – Don’t start by thinking you’re going to change the culture immediately. The culture is bigger than you. The only way you could truly change the culture is to go in day one, fire every single person, and implant your own new team. Culture will always win, don’t think you’re bigger than it.

Step 2 – Look for low hanging fruit and pain points. Anytime you walk into a broken environment there are always simple little things you can do and change, that will lead to big wins. Do those first. This will buy you time to do some of the bigger things you need to do, and at least you’ll be starting with positive energy.

Step 3 – Fire bad people fast. I don’t care that they’re the only one who knows how to make changes in the system. If they’re bad, fire them. Again, the organization will thank you. And if you’re truly broken, being broken a little longer won’t matter, and now you’ll have an excuse.

Step 4 – Hire people who are loyal to you, first, and the organization second. Broken departments eat up and spit out more HR leaders than you can imagine. It would be the first question I would ask when interviewing. So, how many leaders were here before me? Oh, five in five years, thanks, I’ll pass. If you’re going to put up a good fight, you need people who will die by your side.

Step 5 – Have a plan. Gain executive buy-in of that plan early on. Continue to update executives on the plan. It won’t be fixed overnight, but managing up on the progress you’re making, will ensure success over the long run.

Step 6 – Build extensive relationships with your peer group in other functions as quickly as possible. To fix awful, you need friends. Friends in IT, Marketing, Finance, Operations, etc. You need those champions on your side, supporting your change. I don’t need everyone in my department to like me, I do need my other functional peer group to like and respect me if I’m going to turn this puppy around.

Step 7 – Stop saying HR is broken, or bad, or you’re fixing it. Start using language that we’re building best-in-class processes, world-class technology, market-leading functions, award-winning talent, etc. The organization needs to change the language of what HR is, to make it what it can be. Turns out fixing broken also needs a little bit of marketing juice!

It’s the hardest, most challenging, thing you’ll ever do is turn around a broken department, but it will also be the most rewarding and best thing that ever happened to your career!

Snow Days and Employees!

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Look I get it.  I have 3 sons and Snow Days are a big deal…if you’re 10!   So, if you’re an HR Pro, right about this time tomorrow, you’re going to feel like you have an entire organization full of 10-year-olds,  as we begin to see the first signs of Snowmageddon!

I understand people freaking out, that is, if you live in someplace south of the Mason-Dixon line, and you’ve never seen snow before. But, I live in Michigan and it snows here. The snow starts around Halloween and ends around Easter.  What I don’t understand is anyone that lives north of, let’s say, Chicago is even blinking an eye at a snow storm coming.  Let it snow, clear your driveway and get your butt to work.

It’s not a difficult concept! No, I don’t want you to drive to a client if the roads are dangerous, and, no, I don’t want you to drive to work if the roads are dangerous, and, no, I don’t want you to run around the office with scissors and your shoes untied!  But I do expect, we’ll all be adults.

If it looks like there’s going to be a lot of snow tomorrow, you need to make a plan. How about packing some work to do from home, or just plan on watching Lifetime all day, because I completely understand you missing the 3 days’ of warning that the snow was coming! (he screamed to himself in a mocking voice…)

Snow Days are the kind of crap that drives HR and Leadership completely insane!

Why is it, the CEO finds his way into the office, driving his Lexus sedan, but Perry in IT just can’t seem to get his 4X4Chevy Tahoe out of the garage?   If you want a day off that damn bad, take a day off,  but don’t insult the intelligence of all those who found a way to come in.

Be sensible, give your local snow plows some time to clear roads, give yourself extra time to get to work, but at the very least give it a shot. Then, when you get stuck, take a picture with your phone and send it to your boss, they’ll appreciate the effort!

Why are you scared to make HR simple?

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Have you ever wondered why HR Departments continue to make complex processes?  In reality, all of us wants things simple.  But, when you look at our organizations they are filled with complexity.  It seems like the more we try to make things simple, the more complex they get.  You know what?  It’s you – it’s not everyone else.  You are making things complex, and you’re doing this because it makes you feel good.

From Harvard Business Review:

“There are several deep psychological reasons why stopping activities are so hard to do in organizations. First, while people complain about being too busy, they also take a certain amount of satisfaction and pride in being needed at all hours of the day and night. In other words, being busy is a status symbol. In fact a few years ago we asked senior managers in a research organization — all of whom were complaining about being too busy — to voluntarily give up one or two of their committee assignments. Nobody took the bait because being on numerous committees was a source of prestige.

Managers also hesitate to stop things because they don’t want to admit that they are doing low-value or unnecessary work. Particularly at a time of layoffs, high unemployment, and a focus on cost reduction, managers want to believe (and convince others) that what they are doing is absolutely critical and can’t possibly be stopped. So while it’s somewhat easier to identify unnecessary activities that others are doing, it’s risky to volunteer that my own activities aren’t adding value. After all, if I stop doing them, then what would I do?”

That’s the bad news.  You have deep psychological issues.  Your spouse already knew that about you.

The good news is, you can stop it!  How?  Reward people for eliminating worthless work.  Right now we reward people who are working 70 hours per week and always busy and we tell people “Wow! Look at Tim he’s a rock star – always here, always working!”  Then someone in your group goes, “Yeah, but Tim is an idiot, I could do his job in 20 hours per week, if…”  We don’t reward the 20-hour guy, we reward the guy working 70 hours, even if he doesn’t have to.

Somewhere in our society – the ‘working smarter’ analogy got lost or turned into ‘work smarter and longer’.  The reality is most people don’t have the ability to work smarter, so they just work longer and make everything they do look ‘Really’ important!   You just thought of someone in your organization, when you read that, didn’t you!?  We all have them – you can now officially call them ‘psychos’ – since they do actually have a “deep psychological” reasons for doing what they’re doing – Harvard said so!

I love simple.  I love simple HR.  I love simple recruiting.  I hate HR and Talent Pros that make things complex, because I know they have ‘deep psychological’ issues!  Please go make things simple today!

Turning in that ‘work related’ strip club expense!

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It’s 2018 and Under Armour, this past week wanted to make sure that their staff knew it was no longer okay to turn in receipts for business expense reimbursement from strip clubs! From the Wall Street Journal article:

“on Monday, the Wall Street Journal reported that the sports apparel company Under Armour had ended the “long-standing company practice” of letting employees expense strip club visits to their corporate cards…the story reported that “over the years, executives and employees … went with athletes or co-workers to strip clubs after some corporate and sporting events, and the company often paid for the visits of many attendees.”

So, not at all surprised, this type of thing is going on in corporate America, because at one point in my career I actually approved these types of expenses! Now, this was two decades ago, and I wasn’t in a position to change this policy at the time, but I know firsthand this type of stuff goes down!

It brings up an entire issue around what is appropriate work-related, client entertainment options. So, we are saying in 2018 going to the strip club is not appropriate, I think we can all come to an agreement on this, that is unless your actual profession is running strip clubs!

So, let’s start adding to this list of inappropriate work-related, client entertainment options:

– Vegas-style Burlesque Show – basically any show that is showing naked bodies for the sake of showing naked bodies, right?

– Any venue that includes prostitutes – So, taking a client to Ruth Chris is fine, taking a client to Ruth Chris with a hooker is not fine. Top Golf is awesome, Top Golf with strippers or prostitutes is not awesome unless it’s a bachelor party, not mine, honey, someone else’s.

– Marijuana dispensaries – Sure it’s legal in a lot of states, but let’s not take our clients out and break a federal law.

– Crack Houses – No explanation needed – No strip clubs and no crack houses.

– Church – Oh, what!? Yeah, look I don’t want you taking a client to Church and you better not try and turn an expense in for the $10 bill you threw into the offering plate!

– Skydiving or similar activities – Killing a client is never a good business development strategy. So, let’s just take off activities that might kill someone.

– Apple Orchard, Pumpkin Patch, Hayride places – I’m just putting my foot down on the losers that actually think this is entertainment. It’s apple cider and donuts. If that’s your idea of entertainment you should be fired.

– Any Running-type races – Marathons, 5Ks, Tough Mudders – Running isn’t entertainment, it’s a punishment for when you don’t play a real sport well, or you screw up a play for the tenth straight time, or to get away from your screaming kids and nagging spouse, but it’s not entertainment.

– Massages – I love a great massage, but I’m never taking a client to get a message! That’s super creepy! Just don’t ever turn in that receipt!

– A Nickleback concert – Or really any concert that takes place at an Indian Casino. No, I want to support the tribe, I don’t want to support dried up entertainment acts! Let’s treat our clients better than that! Sure I love Hall and Oates to, but I don’t love Hall and Oates when other people are signing their songs and they’re just standing on stage as props. That just makes me and my client sad.

Okay, hit me in the comments on which work-related, client entertainment we should add to the list!

 

The Most Used Business Expenses by Vendor! Let’s talk travel policies!

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The pic above is a fun exercise in tracking business expenses over the years to spot trends in employee behavior! Recode started doing this in 2013 and it makes you wonder what this might look like in 2023!

What do employees expense the most? And how it’s changed in such a short time is fascinating to me!

1. Ride Share came out of nowhere in 2015! 

Uber is number one three years running, and while Lyft has risen super fast, no doubt to a lot of the #MeToo issues Uber faced in 2018, I would think we probably won’t see that change much in 2019. When the tracking first started in 2013, Taxis were in the Top 10. Taxis will never be in the Top 10 ever again!

2. Starbucks has become a business travel staple! 

I’m not a coffee drinker and I still have the Starbucks App on my phone with like $38 in credit burning a hole in my pocket! McDonald’s has been in the top 10 each of the last 6 years, and I have to assume, like Starbucks, it’s a quick, available, and easy cup of coffee or quick meal in the hurry of business travel. As airport vendors and other options become more healthy and more readily available it’s easy to see how McDonald’s will fall off the list very soon.

3. Airlines and Hotels won’t go away, but brand loyalty can change quickly!

American Airlines has the most planes, Delta has the most assets, and in business travel, Delta consistently beats out American. I can only assume that’s because Delta treats frequent business travels better. Road Warriors are super brand loyalist! It pays to be loyal when you travel all the time, and this ranking shows me Delta treats road warriors better on average. It’s crazy to me that we don’t see more hotel chains rank higher? Hampton Inn made it a couple of times. Marriott a couple of times. What does that say? Hotel chains can probably do a lot better in pampering road warriors!

4. Amazon and Walmart as business expenses! 

Where do we buy our stuff for business? Basically, two places and Amazon is trying to make it one place! Whether we are traveling or buying stuff at our desk, we basically buy from Walmart and Amazon, I’m guessing because of price and selection. This is the death of retail as we know it, where it’s basically two vendors selling us cheap crap, indistinguishable crap.

So, do these most used vendors speak to your Travel Policy? 

It seems like, over the years, Peggy in payroll has gotten a little less Nazi-like when it comes to expense reports. Are you feeling that? Maybe that’s just me, or maybe our accounting departments are eased up a bit.

Business travel is hard enough without getting yelled at by someone in the home office who never gets to travel and believes your business travel experience is like going on one non-stop vacation! I get we need rules and boundaries, but for the most part business travel sucks, and it’s taxing on your personal life. As HR leaders we should be developing travel policies that take this into account.

I find that HR leaders who have to travel a lot get this at a really high level and find great ways to develop travel policies that get what the organization needs without putting heavy burdens on those traveling. Those who don’t travel for business, develop policies that make employees hate HR and Accounting!

What is the one business expense your organization allows that we would find the most interesting or amazing?

Is Your Work Fun? The Secret to Being Ultra-Productive.

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You’ve probably heard all the business-psycho babble around “if you work doing something you love to do, you’ll never work another day in your life!” Of, if you work at something that makes you happy you’ll always love your work. Blah, blah, blah, it sounds like all you really need is a Life Coach!

I’m just kidding, a little.

I’m not a life coach kind of person. I mean I’ll take your $500 per session to tell you crap you already know, but blow hot air up your butt, so now you feel better about what you already know, but your $500 less rich. I’d so life coach you right now! You’d feel me all up in your mind. Let’s do this!

So, here’s what I think I’ve learned in the past twenty years about what it takes to have a happy, productive career:

  1. Do what you love, even if you can’t make money at it.
  2. Enjoy being poor.

So, now comes along the next brilliant idea around productivity and performance – Just Have Fun!

Yeah, turns out you’ll love your job if it’s fun to do! Shockingly, keen insight into this one, I know!

So, that’s your secret to being Ultra-productive! Just have fun. But not too much fun because then you’ll be ultra-nonproductive! Turns out there’s a fine line with fun. You want just enough fun to be productive, but not too much fun to be unproductive. See why it’s super easy to manage productive teams!?

I think where most people miss on the ‘fun at work’ play is that it’s not about being fun all the time. Nothing is fun all the time. I think it’s super fun to ride on a Jetski! One time I hit a wave on got thrown off that Jetski going 60 mph and skipped across the water and was pretty sure I was dead. That wasn’t super fun at all, but it’s still fun to ride on a Jetski!

It’s about having enough fun that you look forward to coming back and doing that work or that job again. That’s the line of fun every manager and every employee should strive for. Do you want to come back? Not do I “have” to come back? Do you really want to get up in the morning and go to work because you know there’s enough enjoyment in what you do that it makes sense to do that?

By the way, Fun at Work does not equal I Love my Job! I have had really crappy jobs that were super fun because of a number of reasons! I had to work midnights at a theater where we would just crack open beers once the last movie started. Super fun, awful hours. I once had a job running an ice cream cart at the zoo. I sat and watched Monkey’s all day, and ate ice cream. Crappy job, pretty fun.

Being productive and having fun at work makes sense. If you’re having fun, you’re energized, if you’re energized you’re probably more productive. The hard part is to figure out how to have ‘appropriate’ fun at work. I find ‘appropriate’ fun isn’t fun, so that’s always a problem!

What’s Your HR Vision? #Insight18

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Spoke at Saba’s Insight conference this week on How You to Get Your HR Metrics to Connect with Your Executives, and a really great question came up from the audience, and it was foundational.

This HR Pro was like, “Hey, Tim, great information, but how do we even get from doing traditional reporting of metrics to leveling up and providing business intelligence?” Great question, my talk was on how to get them to listen to modern metrics, not about why you should even be using them and how to get your organization to even want to go down this path.

So, on the fly, my answer was this:

The first step to great HR, and delivering great HR business intelligence, is you first have to have a great HR vision. What’s yours? I hope part of that vision is delivering the information the organization needs to be successful. 

Oh wait, you don’t have an HR Vision? Okay, I get it, it’s not surprising, most don’t. You’ll have an organizational vision, but for me, great leadership is when you take the organizational vision and you bring it home to your own department and function in a very real way.

The organization’s vision is we are going to make the world a better place by delivering blah, blah, blah. Okay, nice! How will HR do that? That’s different from what the organization had to do, it’s very specific.

Great HR leadership, great HR execution, starts with a crystal clear understanding of what your HR Team stands for and how what you will do, relates back to helping the organization achieve its mission.  It doesn’t mean you need to spend two months creating a vision. Ugh, be better than that. It will mean sitting down as a leader and deciding who you are, and it will mean sitting down with your team and deciding who they want to be.

You might find that some folks on the team don’t want to be what you want to be, and this could be a roadblock to you as an HR leader and your function to finding success as you define it.

It’s a really cool exercise to go through with your team, and go back each year and analyze your HR measures and determine if that vision is being reached, needs to be tweaked, etc. But, we all need that true north in terms of knowing where we are going and how we will get there.

Being an HR leader is tough, you have to walk the walk within the organization, drink the kool-aid, but you also have to do it internally within your own department, it doesn’t just magically happen. Oh, we’re all in HR, we get it. No, we don’t, we’re just like every other function. We need to know where we are going.

So, ask your team today, what’s our HR vision? Then sit back and see what comes back, you might be surprised!

Influencers or Analysts – Who has the most impact to your brand?

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The worlds of Influencers and Analysts have never collied more than they are right now in the HR industry. Most of this has to do with the popularity of Influencer Marketing that has taken off in the past decade, and like most things in HR, we are now just catching up with the marketing trend.

Traditionally, in the HR space, companies selling products, technology, and services only really cared about two things: 1. What do our clients think of us, and 2. What do the “Analysts” think of us?

What’s an Analyst? 

Every industry has them. These are basically individuals who work for organizations like Deloitte, Gartner, Forrester Research, IDC, and hundreds of boutique firms specializing in specific parts of the HR ecosystem. The individuals spend a great deal of time understanding the landscape of a specific function in HR, the technology, the processes, what works and what doesn’t, etc. Then your organization pays their organization a great deal of money for this expert knowledge.

The hope is, using this expert Analyst knowledge will ultimately help you save time, money, and missteps because you’ve hired a firm of experts to help you make the right decisions. Many of these experts have never actually worked a day in HR, but hold MBAs and such. Some of these people are some of the smartest people I’ve ever met, and if you listened to them, they could truly help you. Some are idiots working for a big firm.

Examples of Analyst I admire: William Tincup, Madeline Laurano, Trish McFarlane, George LaRocque, Ben Eubanks, Kyle Lagunas, John Sumser, Holger Mueller, Jason Cerrato, Josh Bersin, etc.

This will then beg the question of well, then, what’s an Influencer? 

Influencer marketing has been around for a hundred years, but Kim Kardashian is the queen of modern day influencers. I’m famous! You see me talking about or using this product. You buy this product. That’s really the backbone of influencer marketing. I mean Kimmy D would never steer you wrong, would she?

An Influencer is anyone in an industry that a measurable amount of people are listening to, that will the influence their buying behavior. I write a blog post on some product that I’m using in my own shop. It’s super awesome! You go out, look at it, and decide to buy it and use it with your team. You’ve been influenced.

Most of the influencers in the HR industry are current or former practitioners, they’ve lived your life. Some are super smart and have the resume to back it up. Some are complete idiots. Any idiot can have a blog (I’m a great example!). Most influencers, like an analyst, have a specialty, something they’re better at than other stuff. Some influence full time, but most hold down ‘real’ jobs to pay the bills. So, they probably don’t have the time to deep dive into the industry, as you’ll see with analysts.

Examples of Influencers I admire: Kris Dunn, Dawn Burke, Carmen Hudson, Robin Schooling, Jason Lauritsen, Laurie Ruettimann, Jennifer McClure, Sharlyn Lauby, Steve Browne, Sabrina Baker, Joey Price, Mary Flaukner, Jessica Merrell, Janine Truitt, etc. (there’s really too many to name!)

Many of these people are HR Famous! They have worked hard to create an audience who for the most part listens to what they have to say.

You also have people that fall into this strange middle ground of Influencer-Analysts types that have no name. Maybe they started out as an influencer, then became an Analyst, or maybe they were an Analyst who became popular and started influencing. Examples in this camp are folks like: Josh Bersin, Jason Averbook, Sarah Brennen, Trish McFarlane, Ben Eubanks, etc.

(BTW – All of these people you should connect to! )

So, who has the most impact on your Brand? Influencers or Analysts? 

This is not an easy question to answer because like almost anything it depends on a lot! We all know of a certain product we love and regardless of the influence or what some expert is telling us, we will just buy it because we love it!

We also have an untold number of products and services we buy because someone we trust told us about it, and because we trust them, we go buy it.

If you’re a large enterprise level product or service, basically selling to companies that have more than 5,000 employees, you better make nice with the Analyst community! They tend to have the ear of more enterprise buyers then you’ll typically see from influencers. I doubt very highly the CHRO of Google is reading this blog! (but I know the CPO of GM is!)

What I see is companies selling to enterprise usually work with both Analyst and Influencers. They want to ensure their message is heard across the buying community, so they don’t miss out on a potential buyer, and they have the money to do both.

Companies selling to under 5,000 employees and it starts to get a little harder to determine the impact of Analysts. I mean how many HR and Talent shops in Small to Medium sized businesses have the money to pay for Analysts Research? Not many! If you run an HR shop of a 1500 person company, you do not have $50,000 to hear what the best ATS is! The ATS you buy won’t even cost $50K!

Behind the scenes, most analysts understand their biggest impact in on the enterprise buyer, and because that’s where the money is, that’s exactly where they want to be! If you have buyers across small, medium, large, and enterprise markets, it then becomes a more difficult decision on how you use Influencer marketing.

The real answer to the question above is you engage with the analyst and influencers that have the most positive impact to selling your product. Unfortunately, most organizations have little or no idea if either side is having an impact to selling their stuff.

Who has the juice? 

I call someone who has ‘real’ influence as having the “juice”. If you have the ‘juice’ you have the ability to influence real buying decisions on a regular basis. Laurie Ruettimann tells you to go out and buy this new great HR product, and that organization will see a measurable sales increase directly tied to the links in her posts. She’s got juice!

I wrote about an HR Tech company a few months ago after a demo and a month later they sent me a bottle of gin because they landed a six-figure deal directly from my mentioning them in a post. That’s gin and juice! 😉

Most people who call themselves influencers in the HR space have little or no juice. Usually, because they just don’t have a large enough, sustained audience who is listening. They might be 100% correct in their recommendations and insight, but not enough people are listening to move the buying needle.

I love what the folks are doing over at HRMarketer because they are actually showing organizations who have the juice and who doesn’t. I can tell you I have the juice and say I’m the #1 Influencer in the HR marketplace, but the reality is, anyone can say that! HRMarketer is actually giving data behind those words to let people know where the real juice is.

The truth around all of the analyst vs. influencer chatter is that you’ll find people in both groups who can help you, and people in both groups who are complete idiots and have no value. The best thing to do is build a relationship with both, find out who moves your needle and aligns with the messaging you’re trying to get out, and then measure. Eventually, you’ll find the right mix that will work for your organization.