Standing out in a crowded market is a challenge that many companies face. Traditional marketing methods, while still relevant, often struggle to capture the dynamic and personal nature of today’s digital interactions. And anyone can buy traffic, but what you want is to create engagement with the right people. So this is where influencer strategy comes into play, “What is our influencer strategy?” Your leadership team may ask. Influencer marketing isn’t just a social media buzzword—it’s a sophisticated strategy that B2B companies have been leveraging for years, long before hashtags and selfies became commonplace. The truth is, influence in business has always been about trust, credibility, and strategic connections.

This translates to the HR Tech space too. Influencers in the HR tech space can help bridge the gap between your product offerings and the real-world needs of HR professionals. They can demonstrate how your tools can solve pressing challenges, improve hiring processes, and enhance overall organizational efficiency. This strategic approach not only elevates your brand but also aligns it closely with the evolving needs of HR departments worldwide. Embracing influencer strategy can thus empower HR tech companies to not just market their products, but to become trusted partners in the business of people management.

The Myth of Influencer Marketing

When most people hear “influencer,” they imagine young content creators on TikTok or Instagram who make it overnight, and receive new brand partnership requests to promote their products (Hi, Megan Chacalos, the Olive Oil girl, click for laughs, for real). But in the B2B world, influence looks dramatically different. It’s about strategic relationships, industry expertise, and the power of authentic endorsement.

Think about how technology decisions have been made for decades. Who really influences a Chief Technology Officer when selecting a new enterprise software solution? It’s not a random internet personality—it’s industry analysts, respected thought leaders, trusted peers, and professionals who have walked the same path. Due diligence is also taken as a way of validating the investment with data, proof points, and key indicators it will also be successful in serving the company evaluating. We joined a community Founders event where Steph Martin, an influencer and brand marketing professional for emerging high growth brands like Chime, Him & Hers, and ThirdLove. 

When asked how B2B influencer marketing is different from B2C, Steph advised: “We get this question all of the time. The principals are the same,” says Steph. “Influencer marketing means working with somebody who has authority or influence in a certain market. It’s not just Instagram and Tiktok. This has been happening for decades. Think about athlete endorsements, and brand advocates. Who are the key decision makers, and who influences the decision makers.” 

Here were a few of the takeaways on best practices shared for software and tech companies who are scratching their heads asking if they need influencers.  

The Core of B2B Influence: Trust and Credibility

To build trust, it’s essential to collaborate with influencers who are genuinely familiar with your offerings and can speak authentically about their benefits – think about your consultants, your integrated partners, and your customers.  The most powerful influencer strategy in B2B isn’t about follower counts and traffic volumes—it’s about genuine, actionable recommendations. When a respected industry leader says, “I’ve used this product. It works for me,” that 3rd party endorsement is infinitely more valuable than any polished marketing campaign. 

These influencers bring three critical elements:

• Personal authority within their industry
• A dedicated and discerning audience
• The ability to drive meaningful change in organizational decision-making

Building a Strategic Influencer Ecosystem

Successful B2B influencer strategies go far beyond transactional relationships. They’re about creating a genuine community of brand advocates who truly believe in your mission and product.

This means:

• Identifying key decision-makers and their true influencers
• Recognizing professionals who are actively engaged with your brand’s mission
• Creating meaningful touchpoints that go beyond simple transactions

Companies can nurture these relationships by:

• Establish some rules of engagement and influencer community framework
• Foster this sense of belonging, and bring a private group together
• Invite them to celebrate wins – idea: send personalized milestone gifts
• Providing exclusive content or early access to new features
• Recognizing contributors’ professional achievements
• Creating spaces for genuine connection and dialogue

The goal is to transform satisfied customers into enthusiastic brand ambassadors who actively participate in your marketing efforts – without the commissionable kick-back ;). That’s true product-market validation. 

The Art, Science, and Craft of B2B Influence

Regularly assess the impact of your influencer strategy. Use metrics such as engagement rates, lead generation, and conversion rates to gauge success. Be prepared to adapt your approach based on what works and what doesn’t, ensuring continuous improvement and alignment with your marketing goals.

Measuring influencer impact isn’t about vanity metrics like follower count. It’s a sophisticated blend of:

• Qualitative engagement
• Contextual relevance
• Actual influence on decision-making
• Alignment with brand values

Modern B2B companies are moving beyond simplistic growth marketing approaches that only look at customer acquisition cost. They’re building strategic, long-term relationships that create genuine value.

Practical Tips for HR Tech Companies

In the competitive world of HR tech, the success of an influencer strategy hinges on the ability to craft strategic content and build meaningful relationships with both influencers and the broader community. This approach ensures that your marketing efforts resonate deeply with your target audience and drive engagement.

Crafting Strategic Content

Content is at the heart of any successful influencer marketing strategy. For HR tech companies, the goal is to produce content that not only informs but also captivates and inspires action. Collaborate with influencers to create content that showcases how your product addresses real challenges faced by HR professionals. This could be achieved through engaging formats like detailed case studies, instructional webinars, or interactive Q&A sessions that allow influencers to share their expertise and experiences.

It’s crucial to ensure that the content remains authentic and aligns with the influencer’s voice and style. This authenticity builds trust and reinforces the credibility of both the influencer and your brand. By focusing on the practical application of your tools, you can highlight the tangible benefits and position your products as the best hiring tools available.

For HR technology companies looking to develop an influencer strategy, consider these channels:

• LinkedIn professional networks
• HR and talent acquisition conferences
• Industry-specific podcasts
• Professional association events
• Targeted webinars and expert panels

Start by pinpointing influencers who resonate with your target audience. These individuals should be industry experts, thought leaders, or even satisfied customers with significant reach and credibility within the HR tech community. They should have the authority and audience to authentically advocate for your brand. When reaching out to potential influencers, your approach matters. Don’t just pitch—connect. Demonstrate that you understand their professional journey and how your solution meaningfully addresses their challenges.

The Future of B2B Influence

The most successful B2B influencer strategies will be those that prioritize:

• Authentic storytelling
• Genuine value creation
• Deep understanding of professional ecosystems
• Transparent, mutually beneficial relationships

Influencer marketing in B2B isn’t about followers—it’s about trust, expertise, and meaningful professional connections.

Next Steps for B2B Companies

1. Map out the true influencers in your industry
2. Create value-driven content that showcases real-world impact
3. Build genuine relationships, not transactional interactions
4. Measure influence through meaningful engagement, not just numbers

Influencer strategy in B2B isn’t new. It’s been here all along—we’re just now giving it a name and understanding its true potential.

Community Call to Action

One of our clients recently shared the complexity of building a professional community: “We wanted to create our own network, but quickly realized it requires extensive content planning, constant engagement, rapid responses, and dedicated community management.”

Why start from scratch? Join our ready-made community for talent professionals who are passionate about technology, innovation, and HR tech.

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Recommended Resources

• Talivity Recommended Podcasts
• Hire Innovations Digital Virtual Events – Accessible Industry Events, with no travel required 
• HR Tech Industry Events Calendar
• List of HR Tech Influencers
• Hire an expert. For HR Tech companies, connect with us to help your executive team find their spotlight – whether it’s their LinkedIn content, or they wish to speak at events, get in touch with us to explore custom designed programs by a Talivity growth marketing specialist

Connect. Learn. Grow.

Do you have a strong point of view? Influence and expertise? Do you geek out on HR tech and staffing? Join our network (free) and become part of the HR tech influencer ecosystem that’s shaping the future of work.

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