A Better HR Business

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

Episodes

4 days ago

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

4 days ago

32 min

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.

Jul 16, 2026

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

Jul 16, 2026

19 min

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.

Jun 23, 2026

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

Jun 23, 2026

23 min

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.

Jun 19, 2026

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

Jun 19, 2026

23 min

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.

Jun 4, 2026

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

Jun 4, 2026

22 min

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.

May 12, 2026

Episode 310: From Corporate HR Leader To Independent Compensation Consultant - with Scott Trumpolt

May 12, 2026

36 min

In this episode, Ben is joined by Scott Trompolt, founder and principal consultant at Trompolt Compensation Design Solutions (TCDS).

With over 18 years in corporate HR leadership across the US and Germany, followed by more than a decade consulting globally, Scott shares his insights on effective compensation strategy, pay transparency, and the journey from corporate life to independent consulting.

The discussion covers the evolving landscape of compensation, the impact of pay transparency laws, and how compensation can be leveraged for employee engagement.

Scott also details his approach to structuring consulting projects, pricing strategies, and building a steady client base, as well as his motivations for writing "The Defragmented Consultant." He discusses how he initially relied on established relationships and positive word-of-mouth from previous professional contacts to win his first consulting projects. Over time, referrals and client recommendations helped keep his project pipeline full. As some long-term clients retired, he adapted by improving his website, using LinkedIn for outreach, and appearing on podcasts to reach new, "cold" clients. He emphasizes a long-term view, focusing on building relationships and lifetime client value rather than just single engagements.

Topics discussed include:

The emergence and nuances of pay transparency laws and their effects on organizations and employees
Linking compensation strategies to employee engagement and development conversations
Trends in compensation consulting, including increased focus on variable pay and transparency in sales incentive plans
Deciding between a niche versus a generalist approach as an HR consultant
Structuring and pricing consulting services for different types of projects and client needs
Focusing on client lifetime value, not just a one-time project fee
How Scott Trompolt built his client base, starting with word of mouth and evolving toward a mix of referrals, LinkedIn outreach, website optimization, and podcast appearances
Professional and personal challenges that come with independent consulting, and embracing continuous learning

For more insights from Scott Trompolt, including his approach to consulting, compensation design, and tips from his book, visit his website: www.hrcompensationconsulting.com.

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.

Apr 30, 2026

Episode 309: Growing A Visual Storytelling and Training Company - with Si Beales from Sidedoor Studio

Apr 30, 2026

17 min

In a recent episode of the HR business marketing podcast, A Better HR Business, Ben and his guest, Si Beales, Founder/Learning Director at Sidedoor Studio talk about how to attract HR clients with visual storytelling and habit-based learning.

Si Beales is a trainer, speaker, and academic at Leeds School of Art & Design and Leeds Beckett University. He’s also the founder of Sidedoor Studio.

He works with businesses, students, and creative teams to build practical human skills—like thinking, collaboration, and curiosity—and turn them into habits that actually stick.

Through Sidedoor Studio, he creates learning experiences using video, workshops, and events, helping organisations make their training more engaging and useful.

His focus is simple: make learning clearer, more relevant, and easier to apply in the real world. Si has worked with organisations including Nike, Carlsberg, Boots, E.ON, and Central Saint Martins. With a background across industry and academia, he brings a practical, straightforward approach—focused on ideas people can actually use.

You’ll hear practical strategies for marketing for HR consultants, using storytelling to stand out as a consultant, and shaping learning experiences that stick. 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 habit-based learning and visual storytelling can make training and onboarding more impactful
Why authentic, relevant content engages learners and drives real culture change
Si Beals’ approach to finding the right clients (and why working with SMEs brings agility and creative freedom)

Episode highlights:

Si’s career journey from marketing and academia to founding Sidedoor Studio, and the realisation that traditional learning approaches are often ineffective.
The development of the “PEARS” framework for learning: Prepare, Engage, Apply, Reflect, Strengthen.
The importance of making learning personal, authentic, and relevant to ensure it is effective and memorable.
Using innovative approaches like first-person drone video and interactivity to immerse learners in real-world scenarios.
Key client types and use cases—working with SMEs on both marketing content and learning & development projects.
Avoiding “creativity by committee” and the value of collaborative content development with clients.
Examples of social learning, like building an internal radio station and creating story-driven engagement for distributed teams.
Focus on understanding audiences by directly observing client environments and existing training.

Resources & Links Mentioned:

Sidedoor Studio website: www.sidedoor.studio
Si Beales’ website: www.sibeales.com
Si Beale’ LinkedIn: www.linkedin.com/in/si-beales

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.

Apr 20, 2026

Episode 308: Turn Your Expertise Into Income-Producing Assets - with Conor Lynch

Apr 20, 2026

20 min

In this episode of the HR business marketing podcast, A Better HR Business, Ben and his guest, Conor Lynch, digital innovator, educator, and author of “Learn Earn Own”, talk about how individuals and HR professionals can future-proof their careers and businesses as technology accelerates the pace of change and automation looms.

Conor Lynch is a digital innovator and educator who grew his personal brand, Connector, from a side hustle into a seven-figure business. With over 25 years of experience across marketing, technology, and communications, he has worked with global brands including Guinness and Coca-Cola.

He began his career in traditional marketing after graduating from Smurfit College, Ireland’s leading business school, before moving into online and social media as the internet reshaped the industry. Today, he focuses on helping individuals and organisations build long-term digital assets, embracing AI and automation as the next major shift in work and business.

Learn Earn Own challenges the century-old idea of the career ladder—study hard, get a job, and climb the ranks—and argues it no longer reflects the reality of modern work. In today’s economy, relying on a single income stream is increasingly risky, and careers are shifting from linear paths to dynamic portfolios of assets.

Rather than encouraging people to quit their jobs, the book focuses on building alongside employment: learning new skills, creating additional income streams, and owning digital and intellectual assets that compound over time.

It introduces a practical framework for anyone—regardless of background—to become an “experimenter” by building career assets such as personal brands, digital products, content, networks, and expertise.

Packed with tools, templates, AI prompts, and real-world strategies, Learn Earn Own is a hands-on guide to designing a more independent, resilient, and opportunity-rich career in the age of AI.

You’ll hear practical strategies for using AI in consulting, business growth strategies for consultants, and how to stand out as a consultant amid rapid industry change. 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:

The “assets ladder” framework for long-term career value creation with or without entrepreneurship.
Real-world examples of digital products, web apps, and personal brands as assets for consultants.
How to experiment with AI tools and side projects—even as an employee—to future-proof your consulting career.
Why building career assets is more sustainable than climbing a traditional career ladder, and how to get started.

Episode highlights:

Conor’s journey: from traditional marketing roles to founding and selling a successful digital agency.
The origin of the Connector business and the power of community-driven meetups.
The shift from a career ladder to the “assets ladder”—what it means to build career assets in the modern world.
Examples of digital and personal brand assets anyone can start building while still employed.
Encouragement for experimentation and small steps toward asset creation, even for those not seeking entrepreneurship.
Using collaborative partnerships to amplify asset-building efforts.
Reflections on traditional career guidance versus the need for modern asset-based approaches.
Perspectives on job security, risk, and creating multiple streams of income.
The importance of learning technical skills in the era of AI, and tools like Claude Code for building simple web applications.
Specific marketing and growth strategies: building community through events, consistent blogging, content repurposing into ebooks and tools, and leveraging collaborations.
Advice for employees who want to experiment with side projects and building assets discreetly, including faceless offers and content products.

Resources & Links Mentioned:

Conor’s website: www.conorlyn.ch
Conor’s LinkedIn: www.linkedin.com/in/conorlynch

While you're here...

Remember to grab your free ticket for the People Business Growth Summit!

It's a one-day online summit on marketing and growing people-focused services and HR tech businesses.

Tuesday, 28 April 2026
Online event
Free tickets available: https://summit.getmorehrclients.com

The People Business Growth Summit brings together founders and operators from HR consultancies and HR technology companies to share the real decisions that helped their businesses grow.

This is not theory or generic advice. Each session focuses on the actual growth decisions leaders made while building traction in their business.

You will hear the context they were in, the options they considered, what they chose to do, what worked, and what they would do differently next time.

Why attend

If you run an HR or people-focused business and want growth to feel more predictable in 2026, this summit is designed for you.

Across the day, speakers will share practical insights such as:

💡 What a successful consultancy founder is doing now to prepare her national firm for a future sale

💡 How HR tech and consulting firms win large corporate and enterprise deals

💡 The marketing mix used by successful early-stage HR software companies

💡 Hard-won lessons on scaling, systems, and leadership from experienced founders

💡 How to price HR consulting services so they fuel growth rather than cap it

💡 What to think about before merging with or acquiring another HR-related business

💡 How one consultant won her first client before she had even officially launched

💡 Marketing lessons from growing HR tech companies in recruitment, benefits, L&D and more

The goal is simple: practical insight you can actually use.

Who this summit is for

This event is for people who sell expertise or software, not internal HR teams.

You will get the most value if you are:

💡 A growing services firm selling HR, recruitment, L&D or people expertise

💡 A founder or marketing lead at an early-stage HR or workforce technology company

💡 Part of a small marketing team deciding where to focus next

💡 A solo consultant or small consultancy owner

If you want growth but do not want to spend the next six months pursuing the wrong strategy, this event will help you get clearer on your next move.

Tuesday, 28 April 2026
Online event
Free tickets available: https://summit.getmorehrclients.com

Apr 13, 2026

Episode 307: Want More Sales Meetings and Demos? Try Pre-Conversion Events

Apr 13, 2026

10 min

In this episode, Ben explains how “pre-conversion events” can help HR consultancies and HR tech firms win more business. Instead of relying only on surface-level marketing like posts, emails, and outreach, he shares ways to create deeper, more engaging experiences that warm prospects up before the sales call.

You’ll hear practical examples such as workshops, roundtables, bootcamps, partner webinars, mini-courses, customer panels, and case study sessions. Ben also explains why these approaches can lead to more sales conversations, easier demos, and higher conversion rates.

If your pipeline feels slow, or sales calls feel like too much hard work, this episode offers a smarter way to build trust before the meeting even starts.