When you start your own HR consultancy, you’re not just offering services – you’re selling trust, insight, and confidence. But here’s the thing: no one’s going to label you “the expert” just because you’ve launched a business and built a nice website.
That status is earned – and marketed.
Positioning yourself as the go-to HR consultant is about more than being qualified or experienced. It’s about shaping how others perceive your expertise and making sure you’re showing up in all the right places, in all the right ways.
Here’s how to take your HR consultant marketing to the next level so you’re not just an HR consultant – you’re the one clients talk about and turn to.
Focus your message around what you do best
Most experienced HR professionals can offer a wide range of services – but that doesn’t mean you should try to market yourself as doing it all. The strongest positioning comes when you’re clear about what you specialise in.
That doesn’t mean turning away work outside your sweet spot, but being known for something specific helps people remember you and refer you.
Think about the areas where you’ve got deep experience, or the types of clients and industries you work particularly well with. It might be HR strategy for growing SMEs, complex employee relations cases, or building solid foundations for startups.
Tip: be clear and specific
Talk about your specialism in your LinkedIn headline, in conversations, and on your website. Being specific about what you’re known for helps others understand when to bring you in – and why.
Be visible where it matters
It’s easy to confuse being busy with being visible. You can spend hours tweaking your website, making Canva graphics, or rewriting your service list – but if no one’s seeing you or hearing from you, it’s not moving the needle.
To position yourself as the go-to expert, your ideal clients need to:
- Know who you are
- Understand what you offer
- See evidence of your credibility
This is where HR consultant marketing comes into play. And it doesn’t have to mean dancing on TikTok or constantly writing long posts – just intentional visibility.
Choose your key visibility channels
- LinkedIn: still the best place to grow visibility in the B2B space. Focus on quality, not quantity.
- Speaking engagements: local business events, HR roundtables, webinars – offer to speak or join panels on your specialist topic.
- Guest content: write guest blogs or articles for business networks, industry bodies, or leadership publications.
You don’t have to be everywhere. But you do need to show up with purpose and consistency.
Build trust before you pitch
It’s tempting to lead with “what I do” in marketing your services, packages, experience. But in reality, positioning yourself as the expert starts by giving people a reason to trust you.
And trust is built through value.
That might mean:
- Sharing short, sharp insights online that make people say, “That’s exactly what we’re dealing with.”
- Writing a helpful checklist or guide you know your ideal clients would love.
- Talking about real scenarios (with confidentiality respected) to show how you solve problems and add value.
Bonus: it doesn’t have to be polished
Don’t hold back because your brand colours aren’t quite right or your video wasn’t filmed on a ring light. Your expertise matters more than the packaging.
Make your message about them – not you
When you talk about your work, are you focused on your qualifications and processes . . . or are you speaking directly to the problems your clients are facing?
Clients don’t want an HR expert because they love policies – they want one because they’re stressed about a grievance, worried about losing good staff, or trying to grow without risk.
So position yourself accordingly.
Try this:
Instead of saying:
“I provide outsourced HR support including policies, performance management and training.”
Try:
“I help small businesses tackle people challenges confidently – whether that’s handling conflict, improving performance, or getting ready to grow.”
Suddenly, you’re not just an HR consultant – you’re a problem-solver. And that’s what makes someone a go-to expert.
Let others tell your story
You can tell people you’re great all day – but hearing it from someone else is often more powerful.
When a client talks about how you helped them through a tricky situation or gave them the confidence to make a big people decision, it builds trust in a way that no polished pitch ever could.
If you’ve worked with clients already, don’t be shy about asking for feedback or testimonials. Share them on LinkedIn, include them on your website, or turn them into short case studies to use in proposals or marketing.
And if you’re just starting out and don’t have client stories yet? You can still talk about what you’ve achieved in previous roles – share insights from real experiences, and frame them in a way that shows how you think and solve problems.
It’s all about helping potential clients see what it’s like to work with you – and giving them the confidence to reach out.
Repetition builds recognition
One of the biggest myths in marketing is that saying something once is enough.
In reality, most people need to see your name, face, or message multiple times before it sticks. So keep showing up, keep talking about your niche, and don’t be afraid to repeat yourself.
This is where having a marketing rhythm helps:
- Weekly LinkedIn posts
- Monthly newsletter
- Quarterly webinar or downloadable resource
You’ll start to notice people referencing your content, tagging you in relevant conversations, or saying, “I keep seeing your name!” That’s the point. That’s expert positioning in action.
Final word: it’s not about being famous – it’s about being known by the right people
You don’t need to be an influencer or have thousands of followers. You just need your ideal clients and referrers to see you as someone who:
- understands their world
- can offer solutions that work
- is credible, approachable and professional
That’s what go-to experts look like. And with intentional HR consultant marketing and the right positioning, that can absolutely be you.
Ready to build a consultancy that reflects your expertise?
Download our prospectus or get in touch to learn more about how we support experienced HR professionals to launch and grow their own successful businesses.