Lead Gen Tips for Employment Service Providers

Strategies for Partners Offering HR, Payroll, Recruitment and All-in-One Solutions

No matter how strong your service offering is — generating leads is the fuel that keeps your business growing.

Whether you’re an HR consultant, payroll provider, ERP reseller, or tech advisor, the challenge is the same: how do you consistently attract the right prospects?

The below outlines lead generation strategies that you can tailor to your own business. These tactics apply whether you’re promoting outsourced services, implementing software, or referring clients to Employment Hero.

1. Be Crystal Clear About What You Offer

If a prospect lands on your website or reads your LinkedIn bio, would they know exactly how you can help?

Start with the basics:

• Clearly define your core services (e.g. “We help SMEs streamline HR, payroll and onboarding using Employment Hero.”)
  
  
• Highlight who you serve (industry, size, geography)
  
  
• Outline key outcomes (cost savings, compliance, time back, etc.)
  
  

Keep your messaging benefits-focused and jargon-free.

👉 Tip: Use Employment Hero’s partner messaging and pitch to help describe your offering in a compelling way.

2. Optimise Your Website for Lead Capture

Your website should act like a digital salesperson — not just a brochure.

Make sure you have:

• Clear CTAs (“Book a free consult,” “Download our guide,” “Get a quote”)
  
  
• A simple contact form on every page
  
  
• Client success stories or testimonials
  
  
• Landing pages for specific services (e.g. “HR for growing businesses”)
  
  

👉 Bonus: Add your Employment Hero partner badge, assets or case studies to showcase the technology you work with.

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3. Use Content Marketing to Attract Inbound Leads

Content is a powerful way to bring people to you — especially when it addresses their pain points.

Ideas for high-performing content:

• Blog posts like “How to Simplify Hiring in 2025” or “What to Know About Payroll Compliance in [Industry]”
  
  
• Free resources like checklists, calculators, or mini-guides
  
  
• Webinars and events that educate and build trust
  
  

Once created, promote content via email, social media, and in conversations with prospects.

👉 Tip: You can leverage ready-to-use content from the Employment Hero marketing library.

4. Leverage Social Proof and Referrals

People trust recommendations — even more than your own marketing.

Ways to build trust:

• Showcase client logos and testimonials
  
  
• Share real outcomes (“Saved 12 hours per week on admin”)
  
  
• Ask satisfied clients to refer others and make it easy for them to do so
  
  

👉 Tip: A referral reward or exclusive discount can incentivise your happy clients to spread the word.

5. Show Up Where Your Audience Hangs Out

Lead generation is easier when you’re in the right place at the right time.

Depending on your audience:

• Join online business communities or HR forums
  
  
• Run targeted LinkedIn ads
  
  
• Host or attend local industry meetups
  
  
• Network with accountants, recruiters, or tech firms who serve a similar client base
  
  

👉 Tip: Promote Employment Hero content or features to spark conversations — like a new product launch or compliance update.

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6. Nurture Leads Who Aren’t Ready (Yet)

Not everyone is ready to switch providers or start something new today. Stay top-of-mind by building an email list and sending helpful, relevant updates regularly.

Try sending:

• Monthly newsletters with employment news or trends
  
  
• Case studies showing how you helped a business like theirs
  
  
• Invitations to events or new webinars
  
  

👉 Tip: Employment Hero’s marketing team often creates timely campaigns and assets you can share with your audience. Keep a look out for webinars and content for SMEs on our Employment Hero website.