Intelligent CXO Issue 21 - Page 9


New research reveals HR is vital to business purchasing decisions

One in five business leaders say at least 16 people are now involved in making purchasing decisions , with 68 % of finance executives describing HR as an important decision for a business , according to a new report by Raconteur . unique , relevant or helpful and doesn ’ t target or reach the right people , making it ineffective . With a better understanding of HR ’ s role in business decisions , agencies can help clients build campaigns that deliver results .”

The study of 1,100 UK business leaders has uncovered a complex buying matrix when investing in goods and services . Before making a purchase decision , the report revealed that 84 % of business leaders say HR services and tech are involved in some way on a wide range of products and services .
Will Brookes , CEO , Raconteur , said : “ HR ’ s role in decision-making cannot be underestimated . If B2B marketers want brandawareness and lead-generation campaigns to be effective , they can no longer afford to target just CMOs or single decision-making roles – HR must play a bigger role in conversations .”
“ The fight for engagement in B2B marketing has become increasingly difficult and the results from this research highlight one of the main contributing factors ,” said David Kells , Director of Partnerships , Raconteur . “ Too many campaigns are born out of an obsession with an ideal buying persona , not a committee of buyers . It means that the content produced by brands isn ’ t

Certain geographies and frontline industries show increased burnout risk

Workday ’ s Addressing Burnout Risk in 2022 has found that of the 10 industries tracked year-over-year , frontline industries demonstrated increases in the levels of higher burnout risk , with the transportation industry showing the steepest rise of 16 % since 2021 .

The report measures how burnout risk has evolved since 2021 across different industries and geographies , based on an analysis of de-identified employee survey data from 1.5 million employees , from more than 600 companies globally .
Burnout risk is assessed using employee survey scores relating to connectedness , energy levels and fulfilment , and then categorised as higher , medium or lower risk .
The report found global variation among the 10 geographies tracked year-over-year , with six seeing either increased or sustained levels of higher burnout risk and four showing improvements .
French-based companies saw a decreasing risk of burnout with a 7 % drop , whereas UK companies currently have the highest proportion of organisations in the higher burnout risk category ( 41 %), following a year-over-year rise of 4 %.
Other countries that experienced a higher level of burnout risk included Norway , which saw an increase to 20 %, and Denmark . German companies , however , saw a 15 % reduction in the proportion of organisations with higher burnout risk to 26 %.
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