Wednesday, June 19, 2013

Launching a New HR Product: 7 Items to Consider

I sometimes think there are as many new products being developed for the HR market place as there are number of HR people in the world. Let me guess…. that would be about 243 Million.

Some days it feels like that. 

So how do you make sure your product stands out in this crowded world of new HR products?  Here are 7 items on my checklist that don’t get enough attention:

  1. Your Tech is Cool, But Nobody Cares: Don’t get so enamored with the cool new technology you are using that you fool yourself into thinking that’s all it takes to succeed.
  2. Messaging is Harder than You've Planned For: In a busy, noisy world, people don’t have time to listen to a long winded story about your product. You think you need an elevator speech? Think again, you need a Tweet!
  3. Fresh Air In a Stale Environment: Fads grow stale quickly. HR Trends can be like last year’s Boy Band. You have to be fundamentally sound, and compellingly relevant.
  4. End Results Marketing: Most people set the end result of good marketing at the wrong finish line. It is not the sale that you aim for; it’s the success of the solution. With a new recruiting solution, for example, success is a new hire. Sounds simple, but very few companies actually (sincerely) think that way.
  5. Don’t Underestimate the Cost of Getting Service Right: HR is a people business and people want help from other people. Don’t assume that an automated FAQ and 3 guys offshore are going to cut it.
  6. The Learning Never Stops: Your product has several problems, you just don’t know it yet. Make sure you set up your new product launch as a learning experience.
  7. Impact on Culture: All HR products impact people. Really revolutionary products impact them in a big way. You can’t just have the best idea if that idea doesn't fit the culture. You are doomed if you don’t take the time to address culture as part of the product process.

The next decade is going to see an explosion of new products in HR. For you to have an idea with lasting value, you might want to consider these 7 suggestions for making sure your HR product succeeds.


Let me know if you have other ideas to add to the list.