A Better HR Business

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320

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Oct 2026

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HR marketing podcast which looks at how HR consultants and HR tech firms grow their businesses. Visit www.GetMoreHRclients.com.

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October 19, 2026Episode 32033 min

Episode 320: How To Use AI In Consulting To Grow An HR Business - with Zoe Walters from Empowered AI

In this episode, Ben speaks with Zoe Walters , founder of Empowered AI , about the practical and human sides of AI transformation. You can find the show here on Apple Podcasts , on Spotify , and other podcast players. Zoe shares her career journey from working on cruise ships and in recruitment to leading HR at Diesel, Adidas, and Condé Nast. She explains how those experiences shaped her understanding of people, culture, technology, and organizational change. The conversation explores why businesses should begin with a problem rather than a tool, how AI can improve operations without creating more complexity, and why HR has an important role in leading AI adoption. Zoe Walters also discusses moving from corporate leadership into business ownership, building relationships through marketing, and preparing people for a changing future of work. BEFORE WE START: Check out our upcoming free webinar : Still Waiting for Your HR Consultancy to Pay Off? - How to attract better clients, win more profitable work, and build an HR consulting business that rewards your experience and expertise. Topics discussed Zoe’s career across cruise ships, recruitment, fashion, Adidas, and Condé Nast, including her experience helping organizations move from print to digital How Empowered AI helps people-first businesses improve operations, connect technology systems, and use tools such as Copilot and Gemini more effectively Why HR can lead AI transformation through corporate education, management development, leadership development, and cultural evolution The consultancy’s work with former HR professionals who are building their own businesses and want to use AI across client acquisition, delivery, and operations Why time efficiency sits underneath almost every AI project, particularly for businesses trying to create more capacity The importance of starting with a problem statement rather than AI tooling, and why putting AI into a chaotic process can amplify the mess Zoe’s view that AI should help amplify and streamline human work, while judgment, empathy, wisdom, and emotional understanding remain distinctly human strengths The transition from being a CHRO to becoming a business owner, including the need to leave behind corporate conditioning and rethink the role entirely How Zoe changed her view of sales by focusing on the “know, like, trust” process rather than treating sales as something incompatible with HR Why relationship-building needs to come before a sales request, particularly when using LinkedIn and other professional networks How Empowered AI finds larger opportunities through AI alerts, RFP monitoring, referrals, recommendations, and consistent visibility around the problems it solves The personal discomfort involved in marketing a business, including cold calling, social media, networking, and putting yourself forward as an expert Zoe's PhD research into the future of work and the intersection between human capabilities and technology Meditation, breathwork, gratitude, nature, and journaling as practical ways to create space, notice patterns, and regulate reactions The idea of detaching from outcomes while still acting with intention, particularly in sales, networking, and business development How Empowered AI markets and grows Zoe describes marketing as a necessary part of building an AI consultancy, not an optional extra. Empowered AI creates visibility by sharing the problems it solves, maintaining a strong online presence, running webinars, and using referrals and recommendations to reach potential clients. The business also uses AI alerts and scheduled searches for relevant RFPs, allowing the team to proactively identify opportunities rather than waiting for prospects to announce that they need AI transformation. For potential clients, the focus is on practical demonstrations and working sessions rather than generic sales calls. Empowered AI shows how its tools can work in a specific business, then spends 20 to 30 minutes understanding the client’s operations and problem before deciding whether it can help. Zoe also stresses that growth depends on building relationships over time. Her advice to HR professionals is to understand what matters to a prospective client, engage with their actual concerns, and avoid immediately pitching after making a connection. Check out this B2B podcast launch service . About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies , and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com .

September 25, 2026Episode 31914 min

Episode 319 - The Hidden HR Service That Could Open the Door to Bigger Projects

What if you already have a valuable HR consulting service hiding in your past experience? In this episode of A Better HR Business, Ben shares a story from his own HR career about how a simple employee survey project unexpectedly became a repeatable, productised service that he later sold to businesses ranging from SMEs to government departments. He explains why clearly defined standalone services can be easier for clients to buy, how they can help you prove your value quickly, and why a relatively small initial project can open the door to much bigger consulting opportunities. If you run an HR consultancy, this episode may get you thinking differently about the experience, processes, and ideas you already have. Check out the HR Business Accelerator Fast Track and the B2B podcast launch service . About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies , and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com .

September 7, 2026Episode 31825 min

Episode 318: How To Build a Consulting Business Around What Makes You Different – with Magnus Wood of Wild Leadership

In this episode of the HR business marketing podcast , A Better HR Business, Ben speaks with Magnus Wood, Founder & Board Adviser of Wild Leadership, a company helping founders and senior leaders who have been quietly domesticated by the organizations they run to get their edge back. Magnus Wood is a board adviser, leadership thinker, and former CMO with more than 30 years of experience across global businesses and startups. His career has spanned roles from Managing Director to Chief Marketing Officer, most recently as CMO and board director of a PE-backed business. His work explores what happens when leaders become too shaped by the organisations they lead—when caution replaces conviction, and “being sensible” starts to mean saying what will land rather than what needs to be said. Through his work with CEOs and leadership teams, Magnus focuses on what is genuinely getting in the way, rather than simply treating the commercial symptoms. His approach, which he calls Wild Leadership, challenges conventional organisational thinking and encourages leaders to become more grounded, courageous, and fully themselves. Magnus shares his thinking through essays, a podcast, and a book currently in development. What You’ll Learn in This Episode: How to recognize and overcome “domestication” as a consultant or senior leader. Why finding your niche and reclaiming your unique edge helps attract the right consulting clients. How AI tools can empower HR and workplace consultants to save time, add value, and stand out in the market. Episode highlights: Magnus’s professional background and the inspiration behind Wild Leadership. The concept of domestication and how leaders can lose their edge over time. Practical steps (the “3 moves”) leaders can take to regain authenticity and impact. Real-world examples of self-editing and how it affects leadership and team dynamics. Types of services Magnus provides for CEOs, boards, and senior teams, including the consigliere role and workshops. An overview of the Bearings program for individuals at career crossroads. How Magnus helps clients identify unique strengths and market opportunities. The importance of finding a niche and marketing to it rather than offering broad, generic services. Balancing personal fulfillment with organizational effectiveness. Developing products and standalone tools by identifying real market needs. Repurposing processes for different audiences, such as team tools and individual programs. Leveraging AI tools (like Claude) for business and creative growth. Advice for consultants on choosing marketing channels and standing out from the crowd. Using a “council” of virtual advisors to spark creativity and diversify perspectives. Marketing and Business Growth: Magnus focuses on value-driven marketing by consistently writing insightful content on Substack and refining his messaging to resonate deeply with his target audience. He emphasizes the power of finding and speaking to a specific niche rather than broad audiences, utilizes lead magnets like the free version of Bearings, and experiments with less crowded channels such as Facebook for B2B advertising. Additionally, Magnus embraces AI to enhance productivity, streamline operations, and generate new ideas, freeing valuable time for strategic tasks. Resources & Links Mentioned: Company’s website: www.wildleadership.co Magnus’ LinkedIn: www.linkedin.com/in/magnuswood Check out this B2B podcast launch service . About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies , and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com .

September 2, 2026Episode 31724 min

Episode 317: Growing A Workplace Group Coaching Programs – with Dominique & Priscilla from Group Coaching HQ

Group coaching is becoming a bigger part of leadership development, but it is still often confused with training, mentoring, or simply putting several people into the same coaching session. In this episode of A Better HR Business , I speak with Dominique Mas, Co-Founder and CEO, and Priscilla Lavoie, Head of Marketing at Group Coaching HQ . Group Coaching HQ works with HR, talent, L&D, and internal coaching teams to design, run, and grow group coaching programmes inside organisations. Dominique and Priscilla explain what effective group coaching looks like, where it can have the greatest impact, and how organisations can measure results without undermining trust within the group. We also discuss how Group Coaching HQ is growing through events, speaking, founder-led content, and other personal, trust-based forms of marketing. Priscilla explains how the company tracks its marketing activity and supports HR and L&D buyers at different stages of the buying process. In this episode, we discuss: What group coaching is and how it differs from training and mentoring Why it works particularly well for new managers and senior leaders How it can improve leadership skills, connection, and retention How to collect useful data while protecting trust and psychological safety How organisations can measure the business impact and ROI Why human, trust-based marketing is working well for Group Coaching HQ Dominique also shares findings from Group Coaching HQ’s 2026 study, including the growing use of group coaching for leadership development and the need for clear programme structures and evidence of business value. About Group Coaching HQ Group Coaching HQ helps organisations create group coaching programmes that bring people together, improve leadership skills, and give more employees access to coaching. Its work includes consulting, programme design, coach training, ICF-approved group coaching certification, and the delivery of fully managed group coaching programmes. Links Group Coaching HQ Dominique Mas on LinkedIn Priscilla Lavoie on LinkedIn Listen to A Better HR Business on Spotify, Apple Podcasts, or the Get More HR Clients website. Check out this B2B podcast launch service . About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies , and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com .

August 12, 2026Episode 31613 min

Episode 316: Growing An AI-Powered Labor Market Datasets Platform - with Cary Sparrow, CEO of WageScape

In this episode of the HR business marketing podcast , A Better HR Business, Ben speaks with Cary Sparrow, Founder and CEO of WageScape, a labor market intelligence company transforming how organizations understand hiring, pay, and workforce trends through real-time AI-powered data. A former U.S. Navy nuclear submarine officer, Cary has more than 35 years of leadership experience spanning engineering, global consulting, and HR analytics, including executive roles at Willis Towers Watson and Cargill. He is passionate about using data, technology, and high-performing teams to solve complex workforce challenges and help organizations make smarter, more confident decisions. WageScape delivers real-time labor market and compensation intelligence through one of the largest continuously updated workforce datasets available. Its AI-powered platform helps organizations gain deeper insights into hiring demand, pay trends, and talent markets across the globe, enabling better workforce planning, business strategy, and AI-driven decision-making with reliable, high-quality data. What You’ll Learn in This Episode: A smarter approach to client acquisition by leveraging current labor market insights. The specific consulting use cases powered by real-time wage and hiring data. How Cary Sparrow built WageScape—and why trust and partnerships are at the heart of marketing and business growth. Episode highlights: Cary’s career journey: from US Navy officer to HR analytics leader to tech entrepreneur. The inspiration behind founding WageScape and how it answers long-standing HR compensation questions. What WageScape does and the global scale of its labor market intelligence platform. Typical use cases for WageScape’s data across HR, consulting, and financial services. The challenge and value of collecting and cleaning real-time pay and hiring data. How WageScape’s approach removes the pain of outdated manual compensation research. The importance of curated, high-quality data versus relying on generic AI-generated answers. How consultants and consulting firms use WageScape to improve services, margins, and client retention. Strategies for client retention and delivering consistent value. Marketing & growth: Building awareness through partnerships rather than traditional marketing funnels, and the benefits of value-based co-marketing. Giving away limited data access as a deliberate marketing and trust-building strategy. Advice for HR tech founders on modern marketing, trust, and partnering within the crowded information space. Marketing and Business Growth: Cary explains that WageScape, as a self-funded company, focuses on building targeted partnerships instead of traditional (and expensive) mass marketing. By aligning with industry leaders, providing valuable data, and leveraging the trust that established partners have with their audiences, WageScape efficiently extends its reach and drives growth. Giving away useful sample data through associations and industry channels acts as both a marketing funnel and ongoing brand builder. Resources & Links Mentioned: Company’s website: www.wagescape.com Cary’s LinkedIn: www.linkedin.com/in/carysparrow Thanks, Cary! Check out this B2B podcast launch service . About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies , and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com .

July 23, 2026Episode 31532 min

Episode 315: Growing An Executive Coaching Business After A Long Career At Google - with Caroline Dowling of Zeal Compass

In this episode of the HR business marketing podcast , A Better HR Business, Ben speaks with Caroline Dowling , Executive Coach and founder of Zeal Compass. Caroline Dowling is helping senior leaders navigate the challenges of organisational change with greater clarity and confidence. After more than 20 years at Google, where she led global teams across Dublin and Silicon Valley, she understands that the toughest leadership challenges are rarely technical - they are human. Drawing on her experience in high-pressure technology environments, Caroline helps leaders move from reactive decision-making to grounded, intentional leadership. Her coaching creates the space for reflection, enabling clients to strengthen their self-awareness, emotional resilience, and ability to lead others through complexity. Rather than offering prescriptive advice, Caroline works alongside leaders as a trusted thinking partner, helping them uncover their own solutions. She believes that the most effective leadership begins with understanding people, because no matter how advanced the technology, meaningful progress is always driven by humans. What You’ll Learn in This Episode: How to leverage your internal coaching experience to find your first consulting clients Practical steps for transitioning from corporate roles to running a workplace consulting business Caroline’s unique lessons in experimenting, personal branding, and using LinkedIn as a consulting marketing tool Episode highlights: Why focusing on human relationships is essential for successful change management, and why neglecting this often leads to failure. Caroline’s accidental entry into the tech sector, and early days at Google Ireland. Learning about change in both organisational and personal contexts, and why coaching became her long-term path. How coaching roles evolved within Google, including using an internal platform to connect leaders with coaching mentees. The transition from career coaching to focusing on leadership development, and why supporting other leaders became Caroline’s main focus. How the concept of Zeal Compass was born to support leaders finding meaning and navigating transition. The long, experimental journey from tech leadership to launching an independent coaching business, including study, introspection, and small-scale trials. The structure of leaving a corporate career, including internal role pivots, network conversations, and planning a smooth transition. Shaping a commercial coaching proposition, identifying target clients, setting prices, and the importance of feedback and positioning. Building a first client base through tech industry credibility, referrals, and associate partnerships. Lessons for those facing redundancy or rapid career change - how to learn, unlearn, and rebuild a support network Marketing and Business Growth: Caroline described her approach to growing her business as practical and experimental. She invested in learning the fundamentals through a "Start Your Own Business" course, reconnected with LinkedIn as a key platform for building her profile, and announced her move into executive coaching to her professional network. She also emphasised the value of attending industry events, building genuine relationships, and leaning on her network for support and opportunities. Her experience offers practical insights for senior leaders considering a similar career transition or navigating change in their own organisations. Resources & Links Mentioned: Company's website: www.zealcompass.com Caroline's LinkedIn: www.linkedin.com/in/caroline-dowling Check out this B2B podcast launch service . About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies , and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com .

July 16, 2026Episode 31419 min

Episode 314: Growing An Employee Movement & Engagement Platform - with John Barron from GoChallenge

In this episode of the HR business marketing podcast , A Better HR Business, Ben and his guest, John Barron, Co-Founder & CEO of GoChallenge, explore how a gamified movement platform is helping teams boost wellbeing, deepen engagement, and build stronger company cultures. GoChallenge is a science-backed HR tech platform that uses team-based movement challenges to improve employee wellbeing, prevent burnout, and strengthen workplace culture. It helps HR and People & Culture leaders increase engagement and build more connected hybrid teams through simple daily physical activity that fits into the workday. Unlike traditional fitness apps, GoChallenge is designed specifically for organisations - requiring no gym, equipment, or extra time outside work routines. Trusted by organisations such as Tirlan, DocuSign, Gartner, Red Hat, and Three Ireland, GoChallenge delivers measurable impact across wellbeing, performance, and retention. Users report reduced stress and improved productivity, while companies see stronger cross-team connections and alignment with ESG and CSR goals. The platform is easy to deploy at scale and is built on behavioural science to make workplace wellbeing both effective and engaging. You’ll hear practical strategies for how to attract HR consulting clients, running a workplace consulting business, and business growth strategies for consultants. Whether you identify as HR, workplace, L&D, OD, recruitment, or people & culture, you’ll discover real stories and actionable advice to attract clients, win contracts, and grow sustainably. What You’ll Learn in This Episode: Insights on the power of movement-based challenges to build workplace connection and engagement How to use inclusive wellbeing programs to appeal to HR and people & culture leaders Lessons from GoChallenge’s growth - scaling through values-led marketing, partnerships, and proven client results Episode highlights: The inspiration behind GoChallenge and the real obstacles to regular exercise. Building movement, motivation, support, and accountability into workplace initiatives. The role of meaningful workplace connection - why it’s essential for wellbeing and performance. Employee stories: From workplace rivalry to authentic relationships through team challenges. How GoChallenge works for employers: challenge formats, inclusivity, and rewards. Creating a level playing field to boost engagement across all abilities. Bringing company values to life and examples of running challenges globally. Marketing and business development: blending conferences, LinkedIn, partnerships, and charity tie-ins. Outbound selling and value-driven messaging to busy HR professionals. Practical challenges of scaling, integrating with existing platforms, and keeping things simple for buyers. The role of internal comms teams and having a plug-and-play “playbook” for successful implementation. Marketing and Business Growth: John outlines a two-pronged approach to growing GoChallenge: attending conferences and events for traditional networking and lead generation, alongside leveraging the visibility of successful client challenges on LinkedIn, often with video content and charity partnerships. The GoChallenge team uses targeted outbound email, focusing on company values and pain points. They emphasize the importance of being easy to work with and integrating seamlessly with existing HR and comms tech stacks. Plans for further growth include partnering with benefits providers and health insurers for wider distribution. Resources & Links Mentioned: Company’s website: www.gochallenge.com John’s LinkedIn: www.linkedin.com/in/johnrbarron Thanks, John! Check out this B2B podcast launch service . About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies , and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com .

June 23, 2026Episode 31323 min

Episode 313: Growing A Geofencing & AI Recruitment Technology Company (For Easier Hiring) – crooton

In this episode of the HR business marketing podcast , A Better HR Business, Ben and his guests, Stephen Anderson (CEO) and Marc Harrison (Account Director) discuss how crooton is transforming recruitment marketing with hyper-targeted, data-driven strategies. crooton is a recruitment marketing business specialising in location-based recruitment marketing powered by its proprietary, highly targeted technology. The company helps employers promote job vacancies directly to the right people in the right locations at the right time, rather than relying on candidates actively searching for roles. This approach enables organisations to reach both active and passive candidates, improving the quality of applications while often reducing cost compared with traditional recruitment agencies. By combining AI-driven insights with human expertise (“AI + HI”), crooton uses data to inform targeting while its recruitment specialists refine campaigns for maximum effectiveness. The team—made up of recruiters, data experts, developers, and digital marketers—designs and delivers tailored campaigns that improve ROI, strengthen employer brand visibility, and attract candidates who are more likely to stay longer and perform well. Founded in 2019 by Stephen Anderson, crooton was created to challenge traditional recruitment models and deliver better outcomes for employers in terms of cost and candidate quality. During the Covid-19 pandemic, the business supported large-scale NHS recruitment campaigns, which helped establish its reputation for high-impact, location-based hiring solutions across healthcare and other high-volume sectors. Today, crooton works with SMEs, global brands, and non-profit organisations to deliver strategic recruitment and digital marketing campaigns worldwide. Its technology and approach have also expanded into broader marketing services, enabling clients to run highly targeted, location-driven campaigns that connect them with the right audiences at scale. You’ll hear practical strategies for finding consulting clients, marketing for HR & workplace consultants, and using AI in consulting. Whether you identify as HR, workplace, L&D, OD, recruitment, or people & culture, you’ll discover real stories and actionable advice to attract clients, win contracts, and grow sustainably. What You’ll Learn in This Episode: How hyper-targeted geofencing campaigns help win large recruitment projects The emerging challenges (and solutions) with AI-driven application volumes in recruitment Why crooton’s real-time tools and bespoke approach drive better ROI for recruitment clients Episode highlights: What crooton is and how it helps employers attract talent using geofencing and hyper-targeted campaigns. Why targeted local advertising is more effective than mass-market strategies for specific hiring needs. Sectors and role types where crooton’s approach is most impactful (healthcare, logistics, retail, hospitality). The shift towards hyper-targeting and how it reduces wasted ad spend. How advances in AI have created new challenges with high application volumes—and how crooton’s Crucial tool addresses this. Ways to identify and focus on quality applicants rather than just volume, and the importance of real-time campaign optimisation. The development and benefits of Atlas, a tool for visualising and planning recruitment campaigns collaboratively with clients. The role of face-to-face events, partnerships, and content marketing in crooton’s growth strategy. Why effective recruitment increasingly relies on a balance of AI technology and human judgement. How Crooton Markets and Grows Their Business Using their own geofencing technology to target decision-makers at trade shows and industry events. Running digital billboard campaigns around key event venues to ensure visibility to relevant audiences. Attending and networking at recruitment events, conferences, and think tanks to directly engage potential clients. Building partnerships with complementary tech providers and RPOs to reach larger clients and co-market services. Publishing an online and print industry magazine, Untapped, to share stories and insights and extend brand reach. Resources & Links Mentioned: Company’s website: www.crooton.com Stephen’s LinkedIn: www.linkedin.com/in/stephen-anderson-993427a Marc’s LinkedIn: www.linkedin.com/in/marcharrison1 Check out this B2B podcast launch service . About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies , and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com .

June 19, 2026Episode 31223 min

Episode 312: Growing A Support Platform For Independent Contractors - with Mike Minett, Founder of PORTABL

In this episode of the HR business marketing podcast , A Better HR Business, Ben and his guest, Mike Minett, Founder of PORTABL, an innovative platform reimagining financial, health, and wellbeing services for today’s independent workforce, to discuss how freelancers and gig workers can finally access the support once reserved for full-time employees. Mike Minett is the Founder and Chief Growth Officer at PORTABL, a platform helping businesses manage and support the global independent workforce. He is focused on enabling organisations that rely on freelancers, contractors, and contingent workers to better retain, engage, and protect their flexible talent through modern benefits and workforce infrastructure. Alongside PORTABL, Mike is a growth advisor to a range of businesses and passion projects. He also works on building access to global AI, software, and tech talent, including developing pathways for distributed freelance talent in emerging markets such as Ghana, aligned to global time zones for remote delivery. PORTABL is a SaaS platform and orchestration layer for the flexible workforce, designed to close the gap between traditional employees and independent workers. While permanent employees typically receive structured benefits such as health cover, pensions, and wellbeing support, freelancers and contractors often do not. PORTABL addresses this by providing access to health, insurance, financial wellbeing, and savings products, alongside tools that help businesses improve retention, engagement, and compliance across their contingent workforce. Recognised by organisations including Zurich Innovation, the MetLife Techstars Digital Accelerator, and Plug and Play, PORTABL is building a new category in the future of work. It is founded by a team with deep experience across freelancing, insurance, employee benefits, fintech, and B2B platforms, and is built by independent workers for independent workers to help them connect, stay protected, and thrive. You’ll hear practical strategies for starting an HR consulting business, finding consulting clients, and business growth strategies for consultants. Whether you identify as HR, workplace, L&D, OD, recruitment, or people & culture, you’ll discover real stories and actionable advice to attract clients, win contracts, and grow sustainably. What You’ll Learn in This Episode: Lessons from moving out of corporate and launching an HR-related business. The unique challenges and opportunities of supporting freelancers, gig workers, and consultants. How to validate new consulting and HR tech ideas with real market feedback. Episode highlights: Mike’s background in investment banking, his transition to entrepreneurship, and writing his book, “Follow Me Out the Door”. The problems faced by freelancers and the inspiration behind founding PORTABL. How PORTABL delivers employee-style benefits to independent workers, and how the model works. The bulk buying/group buying power of the platform and how it benefits users. Validation of the business concept through over a thousand one-to-one conversations with freelancers. Challenges of building a marketplace for diverse types of independent workers. The business model: B2B2C (working through coworking spaces, associations, etc.). Marketing and growth: targeting both organizations and end users, go-to-market strategies, and the challenge of telling the story to multiple audiences. Attracting investment: The story of connecting with investors and how AI-powered networking led to a partnership with Alligator, a leading HR tech investor. Advice for other HR tech founders: the importance of resilience, community, and persistence. The significance of community for independent workers and how to find support networks. Marketing and Business Growth: Mike explains that PORTABL’s business model is B2B2C, meaning it reaches freelancers via organizations such as coworking spaces, business teams, or industry associations. Marketing efforts focus on educating both the organizations providing access to freelancers and the individuals who will use the platform. Mike notes the complexity of storytelling when there are multiple audiences and highlights the importance of focus and segmentation for early growth. PORTABL is currently concentrating on launches in the UK and Ireland, with plans for expansion into Germany and further afield. Building partnerships, leveraging AI-powered tools for investor connections, and forming a community around the platform are key elements of their growth strategy Resources & Links Mentioned: Company’s website: www.portabl.co Mike’s LinkedIn: www.linkedin.com/in/mikeminett Check out this B2B podcast launch service . About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies , and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com .

June 4, 2026Episode 31122 min

Episode 311: Growing An Employee Financial Wellness Business - with Joelle Vail from BrightPlan

In this episode of the HR business marketing podcast , A Better HR Business, Ben and his guest, Joelle Vail, talk about how holistic financial wellness solutions are driving major changes for employers and employees alike. As HR and business leaders look for ways to support their teams in today's challenging environment, companies like BrightPlan are setting a new standard for financial wellbeing in the workplace. Joelle Vail is Chief Revenue Officer at BrightPlan, where she oversees direct sales, partnerships, and client success. She has extensive experience scaling organizations from startup through enterprise growth, helping early-stage companies surpass $100 million in revenue and larger enterprises grow from $100 million to more than $2 billion. Prior to BrightPlan, Joelle served as Chief Operating Officer at Capital Factory and held senior leadership roles at Paychex and Ascentis. BrightPlan is a financial wellness platform designed to help employers improve employee financial outcomes while increasing the effectiveness of their benefits programs. The platform combines AI-driven financial planning tools with access to experienced financial advisors, delivering personalized guidance across budgeting, debt management, investing, retirement, and wealth planning. By integrating directly with employer benefits, BrightPlan helps employees make more informed financial decisions and encourages greater benefits utilization. For employers, BrightPlan provides a centralized dashboard with actionable insights into workforce financial health, enabling more strategic benefits planning, stronger employee engagement, and improved retention. The company is also certified for fiduciary excellence, ensuring guidance is objective and aligned with employees’ best interests. You’ll hear practical strategies for finding consulting clients, running a workplace consulting business, and business growth strategies for consultants. Whether you identify as HR, workplace, L&D, OD, recruitment, or people & culture, you’ll discover real stories and actionable advice to attract clients, win contracts, and grow sustainably. What You’ll Learn in This Episode: Why financial wellness is a rising priority for employers—and how to frame your consulting offers around their needs The role of technology and people-powered solutions in driving workplace engagement and retention Joelle Vail’s lessons from partnering with HR leaders and the marketing moves that resonate with decision-makers Episode highlights: What BrightPlan does and the problems it solves for employers and employees. Defining "financial wellness" and how it goes beyond education. How BrightPlan supports employees with technology, AI, and certified financial planners. Addressing financial emergencies and the importance of building emergency savings . The limitations of traditional HR support in financial matters and closing the gap between employers and employees. Providing personalized, fiduciary financial advice without crossing HR compliance boundaries. Issues BrightPlan helps solve for employers, such as retention, productivity, and being an employer of choice. How financial stress can manifest as workplace behavioral issues. Transformational changes in HR, including the impact of COVID and AI on HR leadership and point solutions. Challenges in HR sales and how to stand out with limited HR budgets. Building trust with HR buyers through networks, pilots, and case studies. Collaborating with other vendors to enhance service and experience for employers and employees. Listening-first approach to sales, networking, and uncovering client needs. The importance of matching services to actual HR pain points. Marketing and Business Growth: Joelle Vail details BrightPlan's approach to marketing and business development: Aligning solutions with HR’s most urgent needs and listening closely to buyers’ challenges. Leveraging trusted HR advisory networks to gain introductions and build credibility. Offering pilot programs to demonstrate value and facilitate broader implementation. Using content marketing strategies such as webinars and white papers, often featuring CHROs and industry leaders. Prioritizing collaboration with other vendors for seamless HR solutions. Focusing on genuine, needs-based conversations at events and during networking. Resources & Links Mentioned: Company's website: https://www.brightplan.com/ Joelle's LinkedIn: www.linkedin.com/in/joelle-risolo-vail Check out this B2B podcast launch service . About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies , and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com .

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