HR marketing strategies to attract more clients online

Most people start their search for HR services on Google. Whether they need workplace compliance advice, payroll support, or help with pre-employment medical testing, their first step is often typing in a search query. 

This makes marketing for HR companies a vital strategy for attracting more clients.

In this article, we’ll explore why SEO and digital marketing matter for HR firms and look at practical steps you can take. 

At the end, you’ll find a quick-win checklist you can use straight away.

Why marketing matters for HR companies

HR is a competitive industry. In Australia, there are thousands of HR offerings competing for visibility. 

Standing out online with HR marketing can be the difference between a steady stream of enquiries or relying only on referrals.

According to BrightEdge, 68% of online experiences begin with a search engine. That means if your HR business isn’t visible on page one, potential clients are likely finding your competitors instead. 

Marketing for HR companies ensures your services show up in these vital moments.

Optimise your HR website

A website is often the first impression clients have of your business. An optimised HR website should:

• Have individual service pages for payroll outsourcing, HR compliance audits, return-to-work programs, or employee contracts
• Use location-based keywords naturally, such as ‘HR consultant Sydney’ or ‘payroll outsourcing Melbourne’
• Be fast-loading and mobile-friendly for time-poor managers searching on their phone
• Include clear calls to action like ‘Request a proposal’ or ‘Book a compliance audit’

This makes it easier for Google to understand what you do AND easier for prospects to contact you.

If your website doesn’t already cover all those points, you might want to consider focusing your efforts on your site first to really boost your HR marketing.

Use content marketing to build trust

Content is a proven way to build authority in HR. Blogs, FAQs, and plain-English guides help you rank in search engines as well as answer common client questions.

There are almost unlimited examples of content you could create that relate to your HR business, and here are a few examples.

• Explainer guides: ‘How the Secure Jobs, Better Pay reforms affect small business HR’
• Checklists: ‘Onboarding checklist to stay compliant with Fair Work’
• Case studies: ‘How we helped a construction company manage workplace drug testing’
• FAQs: ‘Do you need an external HR consultant or an in-house HR manager?’

Publishing valuable content regularly also increases the chance of winning Featured Snippets, which appear at the very top of Google results and are a great way to get users to click into your site.

Improve user experience

Google rewards websites that give users a great experience. For all companies, not just HR organisations, this means:

• Simple navigation so managers can quickly find ‘payroll services’ or ‘compliance audits’
• Professional design that reflects trustworthiness, especially important in HR decisions
• Clear consultant bios, showing experience and qualifications to build personal trust
• Fast load speed on mobile and desktop
• Accessible formatting for all users, including HR professionals and small business owners

Even small improvements here can reduce bounce rates and increase enquiries.

Build credibility with backlinks and reviews

One thing I think a lot of businesses sleep on is backlinks. Backlinks are really important because they signal authority to Google. HR businesses can gain high-quality backlinks by:

• Partner with the Australian Human Resources Institute (AHRI) or local chambers of commerce
• Contributing articles to HRM Online or industry magazines
• Partnering with payroll software companies or training providers for cross-promotion
• Reviews also play a huge role. Encouraging clients to mention ‘payroll support,’ ‘compliance,’ or ‘HR advice’ in their reviews helps search engines and prospects alike.

Client reviews also play a huge role. A Yext study of 8.7 million Google results found that review engagement is one of the strongest factors influencing local search visibility. 

And you probably know yourself how influential a page of 5-star reviews is!

Marketing results in action with Assist Group

One client we worked with, HR health solutions business Assist Group, wanted to improve online visibility. Their website had limited optimisation and few service-specific pages.

We introduced an HR marketing strategy that included:

• Dedicated service pages for pre employment medical testing per city
• Optimised metadata for local HR-related searches
• Internal linking from one page to another, to help with usability while promoting target pages
• Blog articles answering compliance and workplace safety questions
• Backlinks through partnerships and industry associations

SEO results at a glance

First-page visibility
The keyword ‘pre employment medical’ shifted from position 66 in Dec 2021 to a top 10 ranking by July 2022. 

Local searches like ‘Pre employment medical Brisbane’ rose from position 24 to 7, while ‘Pre employment medical Perth’ improved from 21 to 5.

Average rank doubled
Across all tracked keywords, the average position improved from 74 at baseline to 41 by Aug 2022, showing a clear uplift across the board.

Traffic growth
Organic sessions jumped from 138 in Feb 2022 to 905 in Aug 2022, marking a six-fold increase in just half a year.

Ongoing stability
After peaking at 894 sessions in June, the site maintained strong traffic even with minor seasonal fluctuations, proving the gains were sustainable.

This demonstrates how targeted marketing for HR companies can lead directly to measurable growth.
With most clients starting their search online, visibility in Google can directly influence your pipeline of enquiries. 

By optimising your HR website, creating valuable HR-service related content, improving user experience, and building authority with backlinks and reviews, you can secure a steady flow of new business.

Start with the quick-win checklist below, and you’ll be well on your way to building long-term visibility and growth.

Quick-win marketing checklist for HR companies

• Website optimisation – create service pages (payroll, compliance, return-to-work), use local keywords, make site fast and mobile-friendly, add clear CTAs.
• Content marketing – publish blogs, guides, FAQs, and case studies on HR topics and legislation.
• User experience – simplify navigation, show consultant bios, ensure fast load speed and accessibility.
• Backlinks & reviews – partner with HR associations, contribute to HR publications, collaborate with providers, encourage client reviews.
• Quick wins – claim Google Business Profile, publish one HR blog monthly, request reviews, build backlinks, monitor rankings.

Marshall Thurlow is Director and Founder of Orion Marketing Pty Ltd. He is a digital marketer with expertise in SEO, website design, content marketing, and project management.