Marketing for HR Consultants · Québec
Your clients refer you. Let the next ones find you.
Imagine Nadia, an independent HR consultant in Québec. Here’s what an Essential partnership would look like for her practice, step by step, and what she would get every year.
The Starting Point
Nadia’s clients keep her. New ones don’t find her.
Most of her mandates come by word of mouth: a client refers another, a former colleague calls. Her work is solid. But when a business owner searches for help with a hiring problem or a difficult employee, they find payroll platforms and large firms, not her.
It isn’t a skill problem. It’s a visibility problem.
Her LinkedIn profile is up to date. Her website says “HR solutions for SMEs,” like every other one. Writing about her work is always the task that waits until next week.
Sound familiar?
What We Would Do
What we’d look for
Business owners don’t search for “HR consulting.” They search for the problem in front of them: letting someone go properly, a first employee handbook, a manager who doesn’t manage. And before they call, they ask one thing: will this cost me more than the problem? So Nadia needs two things. A page for each problem she solves, written in the owner’s words. And plain answers to the questions owners ask before they pick up the phone.
The real opportunity
Most HR consultants list the same services: recruitment, policies, coaching. The opportunity is the situation Nadia handles better than anyone, the call an owner makes when something has gone wrong. Maybe it’s conflict in small teams. Maybe it’s a company’s first ten hires. Finding that is the first job. Everything else is built on it.
The Process
The bloom unfolds in order.
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Phase 01
Clarity
- A two-hour Business Clarity Session to find her strategic angle
- A look at who owners find today when they search for HR help
- A Brand Persona in her own words: direct, practical, on the owner’s side
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Phase 02
Strategy
- A site organized around the problems owners bring her
- A content calendar: newsletter, LinkedIn and Facebook posts, new pages
- Website copy that is clear, owner-first and easy for Google and AI tools to read
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Phase 03
Launch
- A 5-to-8-page website goes live, usually within 2 to 4 weeks
- The first newsletter goes out
- LinkedIn and Facebook get a steady rhythm
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Phase 04
Momentum
- A new strategic page every four months, one problem at a time
- A 30-minute strategy call every three months to keep what works and change what doesn’t
- An analytics report twice a year, in plain language
Where It Starts
Every partnership starts with a two-hour Business Clarity Session. For Nadia, it’s where we would find the situation she’s the obvious call for.
That insight becomes her Brand Persona: the message, the words, the clients she wants more of. The website, the newsletter and every post are written from it.
The Website
A site built around the problems owners bring her.
Five to eight pages: one for each problem she solves, an FAQ written in owners’ words, and a structure Google and AI assistants like ChatGPT can understand. Mobile-first, fast, secure, connected to her Google Business profile, with a Law 25-compliant cookie banner and privacy policy.
The Newsletter
Every three months, a reason to call her back.
One issue every three months, with four short articles: the five questions to ask before a first hire, what to write down after a difficult conversation, the policy most small businesses are missing. Every article also lives on her website, so each issue works for her search rankings as much as for her clients’ inboxes.
4
issues a year
16
articles a year, each one a page on her site
The Social Posts
Her know-how, in ten-second doses.
Four posts a month on LinkedIn and Facebook, each one a practical point from her work: the sentence to avoid in a performance review, the sign a team conflict needs outside help. The kind of post an owner forwards to a business partner.
4
posts a month
2
platforms, LinkedIn and Facebook
Statement
Launch an engaging website that clearly communicates your expertise, helps the right clients find you online, and turns visits into booked appointments.
The Content Ecosystem
Every piece of content reinforces one thing.
The newsletter keeps her in business owners’ inboxes between mandates. The posts turn her experience into advice people pass on. Each new page answers one more search an owner makes when something goes wrong. None of it works alone. Together, it all says the same thing: for this problem, in Québec, Nadia is the one to call.
What She Gets
Her first year with Essential, in numbers.
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5–8
Website pages at launch
Plus a new strategic page every four months: three more in the first year.
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16
Articles written for her
Four in each of four newsletters, every one a page on her site.
-
48
Social posts
Four a month on LinkedIn and Facebook.
-
4
Strategy calls
One every three months, plus a plain-language analytics report twice a year.
What that produces depends on the practice, the market and time. We don’t promise rankings or new mandates. We set the targets with you in the Clarity Session and report on them, in plain words. Below, two real clients, and what happened for them.
Real Results
Two real businesses, same framework.
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Piscine Évolution · Essential
From Holding Page to Page One
How a young pool-care company started from nothing online, and why 330 of its requests came in without an ad.
330 requests without ads · 13 months
Read
-
Escarpins et Vilebrequins · Essential + eCommerce
When Being Online Adds $82,000
Most of her sales still happen in the store. Opened on the side during the first lockdown, the online store has added $82,000 since.
+70% online sales this year · 6½ years
Read
Good Questions
Questions HR consultants ask about marketing.
Do I need a website if most of my clients come by referral?
Referrals still look you up. Someone who hears your name will search it before they call. A clear site that says who you help and how is what turns that search into a call, and it lets new clients find you when they don’t know anyone to ask.
What should an HR consultant post on LinkedIn?
Answers to the questions owners bring you: a difficult dismissal, a first employee handbook, a change in the law. Short, practical, in plain language. That shows your judgement better than a list of services.
Should I market in French, English or both?
Most Québec small-business owners search in French, so French comes first. If you serve both, write both, each on its own. A page that mixes the two reads as an afterthought in each.
Next step
It’s your turn.
30 minutes. Your practice, what’s stuck, and what we’d do first.
Book a call