by 
My recent writing projects have required a significant amount of research. About HR systems. Policies. Labor laws. Health and wellness. Retirement investments. I’ve been looking at how businesses—specifically the people in charge of HR—manage these complex topics.
As a life-long learner, I appreciate the opportunity to dig into the data and talk to experts about how the world of HR comes to life. I believe these insider insights are what makes the messages we create for our readers, clients, and prospects more valuable.
But in a desire to create value, we have to be cautious. Who are the experts—both in person and on the page—to whom we refer? If the expert source we cite somehow doesn’t resonate with our reader, we’ve lost them.
As an example, I was writing an article about career development. I found a small meat packing company that provides excellent career benefits for their employees. I was excited about the way their approach illustrated my points about the importance of career development.
Then, it hit me: there were likely vegetarians and vegans in the group of people who would read the article. People who might not appreciate, or relate to, an organization that packs meat.
I opted not to use the example from that company. It was too risky. I didn’t want the article I was writing to be dismissed after the words “meat packing plant” appeared on the page.
It’s the same if you’re working with a prospect. The experts you highlight need to be relevant for your audience. Talking to retail organizations? Your experts should be people who understand retail, either through their research or as another organization in the retail space.
Are you looking to expand your product offering to small business clients? Then show them how your HR software has helped other small business clients. Don’t use Walmart or Starbucks as an example. Small businesses don’t relate to giant companies. Small business owners want to hear from an expert who understands their unique set of challenges.
Not sure where to find HR research, data, or experts? Here are some places to start:
Not only will these organizations provide you with data and research you can use in your conversations and content, they will also provide insight about what your prospects and clients face in their role as HR leaders.
With time and care, you might just become an expert yourself.
