A recent Lattice’s State of People Strategy Report indicates one-quarter of HR teams plan to overhaul their tech infrastructure in the next year. I envision this number will only increase.
That means it has never been more critical to review public relations agencies and select the right one to elevate your brand awareness among prospective buyers at the HR Tech conference, the premier conference for HR and IT professionals since the 1990s.
I just returned from HR Tech in Las Vegas, where human resources industry analyst and keynote speaker Josh Bersin noted HR is at a critical moment, given the HR tech revolution and a new mandate to re-envision the future of work. This year’s conference certainly proved his point.
No surprise: AI is the word on everyone’s mouth
Bersin stated that AI transformation in the industry is happening in four phases: assistance, automation, multi-function agencies and autonomy. At the end stage, organizations can “reap up to 300% in improvements, as AI agents manage the work, and humans manage the agents.”
AI transformation has clearly begun, as every HR Tech booth I visited focused on incorporating AI or agentic AI in some way to automate and improve workflows and efficiency – whether for payroll systems, healthcare and retirement benefits or employee reward systems.
In analyzing your messaging and planning for HR Tech in the future, build a PR campaign that emphasizes the unique value your company is delivering with AI. This will help differentiate you from the competition, attract media coverage, and elevate your public perception.
HR tech companies are overlooking the power of PR: don’t let that be you
At Bospar, our team – and our clients – know the value of PR, having driven and benefitted from meaningful results and public relations success for top companies in HR for years.
Yet many HR tech companies view PR and marketing campaigns as an afterthought or just simply off the table. Many companies at the conference this year asked me, “Do press releases even matter anymore?” But PR is about more than just press releases.
While a news release is a foundational element of what public relations pros do, PR doesn’t stand for press release. PR experts know that securing meaningful media coverage requires:
1. Understanding the media channels they are targeting
2. Offering news that resonates with that outlet’s audience
3. Crafting tailored pitches to break through
4. Securing reporter interviews and media coverage
5. Following up with reporters (aligning with Bospar’s “politely pushy” approach)
Clearly, companies that collaborate with strategic PR agencies gain significant advantage.
PR firms also help companies position for success in announcing key news such as a product launch, secure media interviews, continue to strengthen those media relationships over time, conduct newsjacking, provide support on events and awards programs, ideate on and write thought leadership articles, provide social media services, assist with reputation management, and employ SEO and GEO to appeal to search engines and drive pickup by AI tools.
Ahead of HR Tech this year, we secured multiple industry analyst meetings for our clients, building key relationships and helping clients tell their stories and improve their traction in the marketplace.
HR Tech is the ultimate when it comes to booth design and activations
I’ve attended many conferences, and HR Tech may take the cake for onsite activations.
If you’re exhibiting for the first time, consider out-of-the-box ideas for increasing your foot traffic. This year, I saw everything from aura readings to a professional headshot station and plenty of ways to win free prizes, ranging from Starbucks gift cards to speakers and Stanley cups.
But make your messaging front and center.
Don’t fret if you’re a smaller company
Unsure about attending because you’re a new or smaller company? Don’t let that stop you.
While the conference features many huge companies and booths, the Startup Pavilion has some of the heaviest traffic and opportunity for longer, meaningful conversations.
HR Tech also stages an annual Pitchfest where bold, early-stage innovators showcase breakthrough solutions for a chance at industry recognition and cash prizes.
HR Tech 2026 is about a year away. But it’s never too early to partner with a veteran team of public relations pros to start mapping your exhibitor plans and crafting a winning PR strategy.
If you’re just getting started, take Bospar’s quiz to outline how we can best support your efforts.
