If you’re starting out as an independent consultant – or looking to grow your existing HR business – knowing how to market yourself is essential. It’s a shift from corporate life, but with the right approach, it can be rewarding, empowering, and even enjoyable.
Here, we’ll explore practical ways to attract HR consultancy clients through networking, personal branding, and digital marketing.
Start with your network
Your existing network is one of your most valuable assets. As a senior HR professional, you’ve likely built strong connections with ex-colleagues, suppliers, and business contacts. Letting them know you’ve launched your own consultancy can often lead to your first few clients.
This isn’t about hard selling – it’s about reconnecting and sharing what you’re up to. A short LinkedIn message or email can be enough. And don’t overlook personal contacts – friends and family may know business owners who need HR support.
Build a confident personal brand
If you want to attract the right clients, you need a clear and consistent personal brand. That means understanding what you offer, who you help, and what makes your approach different.
Start by identifying your niche or ideal client – whether it’s SMEs, a particular sector, or a specific HR issue like employee relations or policy development. You don’t need to box yourself in, but clarity helps your messaging stand out.
Make sure your brand is reflected across everything: your website, LinkedIn profile, email signature, and the way you introduce yourself at events. The goal is to make it easy for people to understand what you do and how you can help.
If developing your own brand from scratch feels overwhelming, another option is joining an established HR franchise, like face2faceHR. Working under a recognised name can give you instant credibility, ready-made branding tools, and marketing support – while still allowing you to build relationships in your own personal style. It can also make those early conversations with potential clients feel easier, as you’re part of something trusted and professional from day one. If this sounds like it could be a good fit for you, take a look at our recent article on choosing the right HR franchise for some useful tips on what to look for.
Use LinkedIn effectively
Here’s how to make it work for you:
LinkedIn is a brilliant tool for HR consultants – especially when you’re looking to build visibility and credibility.
- Optimise your profile – use a professional photo and make your headline clear about what you do. Focus your summary on how you help clients, not just your past roles.
- Share useful content – post tips, insights, or observations about common HR challenges. Think about what your target clients might be struggling with and offer practical advice.
- Engage with others – comment on posts from people in your network and potential clients. This keeps you visible and helps build relationships organically.
- Use DMs wisely – reaching out directly can work well, but keep messages personal and relevant, rather than salesy.
Get involved locally
If your ideal clients are small businesses, becoming visible in your local business community can really help. Many SMEs prefer to work with someone nearby who understands their context.
Look for networking events, business groups or industry-specific meetups where you can introduce yourself, learn about others’ businesses, and mention how you help. You’re not pitching – you’re just having conversations and being memorable.
If the idea of networking makes you cringe, don’t worry. You don’t need to be the loudest in the room – a few genuine conversations can be far more effective than handing out lots of business cards.
Create content that solves problems
Content marketing is one of the best ways to attract HR consultancy clients – especially those searching for help or information online.
Start by thinking about common questions or challenges you hear from business owners, like:
- “How do I deal with persistent lateness?”
- “Do I need a contract for my new employee?”
- “What should I include in an employee handbook?”
You don’t need to write long blog posts every week. Short LinkedIn updates, helpful FAQs on your website, or occasional email newsletters can go a long way. Keep it simple, practical, and focused on your ideal client’s needs.
Encourage referrals and testimonials
Once you’ve worked with a few clients, word of mouth often becomes your best marketing tool – but it doesn’t always happen by itself.
Make it easy for clients to refer you by:
- Letting them know you’re open to introductions
- Asking for a testimonial you can share online
- Staying in touch after a project finishes, so they think of you when someone else needs HR support
It’s also worth connecting with other professionals who work with SMEs – like accountants, employment lawyers or business coaches – and referring work to each other where relevant.
Final thoughts
Learning to attract HR consultancy clients is about building visibility, trust and connection – not about being pushy or sales-driven. Whether it’s through LinkedIn, local networking, or sharing helpful content, consistent small actions will build your presence and reputation over time.
You’ve already got the skills and experience to make a real difference to the businesses you work with. Now it’s about making sure they know you’re there.
At face2faceHR, we offer practical tools, guidance and ongoing support to help you build your visibility and attract HR consultancy clients – without having to figure it all out on your own. Download our prospectus to find out more about how we work, or get in touch for a friendly, informal chat.