Inbound Marketing for HR Compliance Training | Chris Osborn from Shift

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Chris from Shift HR Compliance Training, head of marketing with them. How are you doing today, Chris?

Chris Osborn: I’m great, Ernesto. How are you?

Ernesto: I’m doing great. Thank you so much for asking. Well, Chris, I’m sure our listeners are tuning in wondering what Shift HR Compliance is all about. Let’s kick it off with that. In your own words, tell us a little bit more.

Chris: Okay. We sell online training solutions to organizations that need or want employee training in various HR compliance spaces. Our flagship product is the Preventing Workplace Harassment and Discrimination course. There are seven states and the District of Columbia that mandate employee training on that topic—hence the compliance tie-in.

But we also have training in other HR-oriented areas. For example, we just released a course earlier this summer to comply with California’s workplace violence prevention mandate. Several states have legislation pending that may add harassment training requirements for private employers. Others require harassment prevention training for state employees.

It’s a niche within a niche, but it’s growing. Personally, it’s been a rewarding journey. I initially tried to retire at the end of 2022, but it didn’t stick. I started consulting with Shift and eventually joined the team. The company is full of kindred spirits—people passionate about workplace inclusivity, diversity, and equity. It’s been really fulfilling.

Ernesto: That’s great to hear. To help our listeners understand more, what would you say are the key problems Shift HR Compliance solves for clients?

Chris: The compliance mandates are the big ones. Non-compliance can cause significant trouble for employers. States typically won’t check unless there’s a problem, but if there is an issue and you haven’t complied with the training mandates, it can be costly.

More importantly, though, our training content is interactive and engaging. Toxic work environments or harassment claims can severely impact employee engagement and productivity. We help organizations create more inclusive and welcoming workplaces while boosting employee engagement. Our content is video-based, modern, and tied to real-life scenarios. This makes us stand out compared to traditional, dull compliance training.

Ernesto: Interesting. How do clients usually find out about Shift HR Compliance? Is there a top client acquisition channel for you?

Chris: Great question. We’re primarily focused on inbound marketing. Most of our traffic comes through paid search campaigns and email marketing to people who have subscribed after visiting the site. We aim to provide valuable content on our website to help answer the kinds of questions our ideal clients are asking.

Ernesto: Great. For listeners interested in visiting, they can check you out at shiftelt.com. What role does the website play in client acquisition?

Chris: The website is central to our lead acquisition efforts. It’s where visitors can download assets like reports and infographics or request a demo of our products. We work hard to convert traffic into leads and continuously optimize the site for better performance.

Ernesto: On that note, are there any tools or tips you’d recommend for website lead generation?

Chris: Absolutely. You really need a marketing automation platform to meet buyers where they are in their journey. Platforms like these let you track visitor behavior and respond with relevant content, like sending an infographic to someone who has repeatedly visited the same course page. It’s an indispensable tool for modern marketing.

Ernesto: Great insights! Let’s switch gears and talk about you as a leader. What are some key tasks you focus on in your day-to-day work?

Chris: Staying connected with my team is the most important task. We’re fully remote, so we meet daily for short check-ins. I also have one-on-one touchpoints to provide guidance without micromanaging. It’s a fine balance between offering direction and giving my team the freedom to own their tasks.

Ernesto: That’s fantastic. Where do you go to stay updated on marketing trends and strategies?

Chris: I follow business publications like Forbes and Harvard Business Review, HR-specific resources like SHRM, and marketing leaders on LinkedIn. I also subscribe to a few newsletters to keep tabs on emerging trends.

Ernesto: All right, let’s jump into our rapid-fire questions. Ready?

Chris: Sure, let’s do it.

Ernesto: What’s the last book you read?

Chris: Twelve Secrets by Robert Gold.

Ernesto: If there were no boundaries in technology, what’s one thing you’d want to fix as a marketer?

Chris: I’d love an AI tool to engage more directly with web visitors.

Ernesto: If you could automate one repetitive task, what would it be?

Chris: Pulling reports. It’s essential but tedious.

Ernesto: Lastly, what’s one piece of advice you’d give your younger self as a marketer?

Chris: Ignore conventional wisdom. Marketing changes rapidly, and sticking to the past limits your growth.

Ernesto: Great advice! Before we wrap up, what’s the one thing listeners should remember about Shift?

Chris: We’re committed to diversity and inclusivity, and we’re here to help with all your HR compliance training needs.

Ernesto: Fantastic. Listeners, check them out at shiftelt.com. Chris, thank you so much for joining us today, and to our audience, thanks for tuning in. Looking forward to our next episode at Pathmonk Presents.

Chris: Thanks, Ernesto. It’s been a pleasure.