Should HR Technology Companies Work With HR Micro Influencers?

Lately, I’ve been talking a lot about building Influencer Marketing programs that support the entire business. But, we haven’t talked a lot about who is supporting different business units. When building or consulting for Influencer Marketing programs, I’ve noticed companies tend to hire the same top influencers rather than branding out to work with more niche, HR micro influencers.

Now, I know it’s easy to work with the same people you’ve been working with for years. You already know how they operate, how much they cost, what they’re good at. You also already know their engagement rates and brand credibility. And, you probably already know how much value you can get out of your large contract. 

However, we’ve all heard the saying “don’t put all your eggs in one basket,” right? So why don’t companies listen when it comes to partners and influencers? 

When companies put all their eggs in one basket, it does a couple things.

First, it significantly limits the Influencers they can work with. Why? Because there are only a handful of Influencers who can do marketing, sales, and product strategy really well. 

What does this mean for their Influencer programs? A lack of diversity.

Diversity is important for many reasons. Though I always hate turning “the right thing to do” into a business case, the truth is that the right thing to do is more profitable. Recent studies show that companies in the top 25% of gender diversity in leadership realize an average of 21% higher profits than their less diverse counterparts. 

Although Influencer Marketing isn’t considered company leadership, the benefits for increasing diversity in influencer efforts still stand. Branching out to work with new influencers also means you actually get to work with new voices. That means new perspectives shared in content marketing. New Influencers for your customers and audiences to get to know and love. New speakers for events. And, it also means you can access new approaches to a variety of business areas including content, sales strategies, or even product strategies.

Working with the folks who have been influencers forever is great. And, you should be working with them because they can provide a huge amount of value to your organization. But, that doesn’t mean you shouldn’t also be working with some newer voices as well. 

You don’t even really need to do that much work because I’ve already done some deep digging for you. If you’re looking for fresh faces to work with and don’t know where to start, try checking out The Most Inclusive HR Influencer List. The List features over 150 HR leaders and Influencers around the globe. 

Check it out, expand your networks, and reach out with any questions.