Webinar marketing for HR Tech is one of the most popular, valuable ways to reach decision-makers.
It shows the value of your products and ultimately builds trust. The HR tech market is very competitive today. A live session helps the prospects get a real-time view of your solutions and your expertise.
Hosting a webinar has a lot of benefits. It allows you to answer questions, tackle issues, and show thought leadership in your industry.
If done correctly, webinars can convert interested viewers into qualified leads. For HR Tech companies, it means more than presenting; it's about engaging your audience, telling a story, and providing enough value to help prospects (and customers) take the next step toward purchase. With the right approach, your every session can become a sales opportunity.
In HR tech, buying decisions are never made at once. Solutions will often have complex needs (talent management software, employee engagement, payroll, compliance, etc.).
Buying decisions are made by multiple stakeholders (HR leader, finance team, IT team). Webinar marketing has this unique position because it creates a live, direct line of communication (interactive) between your brand and its prospective buyers.
Live webinars give you the opportunity to discuss product implementation, not just product details. You can tell customer success stories, show how your platform solves their issues, and have real-time questions and answers.
This form of transparency builds trust and credibility much quicker than static forms of marketing.
Complex solutions need depth of explanation – It is real-time education where you can dig deep on features, integrations, and benefits.
Multiple decision makers involved – You can answer HR, finance, and IT questions all at once in a single webinar.
Trust is critical. Real-time expertise-based interaction builds strong credibility and authenticity.
Cost-effective outreach model– It is practically possible to reach hundreds of prospects at a modest cost compared to in-person events.
Rich lead intelligence – Registration details, engagement analysis, and Q&A participation indicate the level of buying intent.
For HR tech marketers, webinars are a tool beyond promotion. They take leads through the decision-making process, occupy your brand space in the buyer’s mind, and shorten the sales cycle. In a trust-driven market, we believe the logic of webinars is sound.
Webinars remain a pillar of B2B marketing. In the case of HR tech companies, they are much more than content vehicles.
Data from recent research also shows just how impactful webinars can be in the process of attracting, engaging, and converting the right audience. Here are three key statistics that illustrate their value.
1. 73% of B2B marketers state webinars are the best tool for generating quality leads.
Based on Hubilo's 2025 webinar marketing report, almost 73% percent of marketers in B2B say webinars create quality leads better than any other content. This means the opportunity for HR tech providers is to shape webinars not only as contact generators, but lead generation magnets that attract decision-makers with genuine purchase intent. Focusing on timely, relevant industry topics, like any emerging HR compliance legislation or AI-driven recruitment practices, can allow HR tech to create webinars relevant to the senior HR leader level and IT decision-makers.
2. The average B2B webinar attendance rate is between 35% and 45%
According to DemandSage's 2025 webinar statistics, only about a third to just under half of registrants attend live, on average. The attendance gap, and the fact that they don't convert for the first time if they don't attend live, leads to two important lessons for HR tech marketers: first, registration is just half of the battle; and second, the fact that nurturing after the event is of value. Providing on-demand post-event recordings and any other materials means you can still capture value from the "no shows" as well as your solution still remains on their radar.
3. 54% of B2B professionals attend or engage with webinars every week
Cvent's 2025 engagement insights indicated that more than half of B2B professionals consume webinar content on a regular basis.
This frequency shows HR tech companies should not look at webinars as a one-off activity. Rather, the frequent use of webinars with periodic intervals of webinars provides a quality touch point in your content calendar.
This, in turn, helps reaffirm brand authority and ensure top-of-mind awareness in a highly competitive marketplace.
To turn a live session into a lead-generation requires some effort. It is more than just scheduling the time and inviting attendees.
Specifically thinking about your key decision makers, there is a formal structure that successful webinars include: with purposeful intent, target audience awareness, and actionable and engaging content.
Here are five strategies you can implement to generate registrations, increase engagement, and conversions.
HR decision makers are more inclined to register for a webinar if the topic illustrates their current pain points. Focus on challenges your solution solves, streamlining onboarding, increasing employee engagement, compliance.
Team up with an HR thought leader or even an established association, such as SHRM, can help expand your reach and improve your credibility. Gusto partnered with a payroll compliance specialist, and as a result of the hybrid hosting effort, they received a 30% lift in registrations.
Most generic invites for a webinar/event go ignored and unnoticed in inboxes filled with junk. Use a segmented email list that is separated by role (HR directors, recruiters, talent acquisition managers) and make sure to customize your message.
For example, a webinar on "Hybrid Work Culture" can have a different approach with CHROs - one focused on strategic leadership -- than the content for recruiters, which could focus on candidate experience.
Not all registrants can attend live.
With recorded sessions, slides, and bonus resources, you have greatly increased the life span of your webinar and increased your total ROI! Namely, repurpose webinar clips into short videos on LinkedIn, which keeps their message in front of their prospects long after the live event has concluded.
Monitor Engagement Metrics and Continue to Improve Subsequent Sessions
Monitor the rate of attendance by tracking poll responses, downloads of available resources, and feedback you get from your post-webinar survey.
This data will enable you to modify your content, format, or scheduling for follow-up sessions. Ceridian, as an instance, discovered that people attended more if they conducted the webinar mid-week and in the earlier part of the afternoon (1 PM ET), and now they do the same webinar day and time consistently.
Webinar marketing in the HR technology space serves as a relationship-building channel that strengthens the gap between complex value propositions provided they allow your visitors to feel engaged and have experienced some level of direct interaction.
By talking about real HR issues, leveraging partnerships, personalising outreach, and embedding interactive engagement at the core of your series, your webinars can move beyond engaging viewers to generating high-quality, sales-ready leads. Add in nurturing after your event, continuous improvement, and you have a highly repeatable, high ROI marketing engine for HR technology brands.
To participate in our interviews, please write to our HRTech Media Room at sudipto@intentamplify.com
