Recently, I had the opportunity to attend HR Tech 2025 . After years of observing this industry as a customer and analyst, I came away both amazed and thoughtful about the state of HR technology and the way vendors communicate their innovations.
The State of HR Technology Today
The advancements in HR software over the past few years are nothing short of revolutionary. From AI-driven solutions to streamlined workforce management tools, the software on display at HR Tech 2025 has the potential to accelerate organizations’ capabilities by years—if deployed effectively.
For end users, the key takeaway is clear: if you haven’t explored HR technology in the last few years, now is the time. The innovations showcased at this year’s event could fundamentally improve how HR teams operate, engage employees, and influence broader organizational outcomes.
The Vendor Messaging Challenge
While the technology itself is extraordinary, the messaging from vendors often fails to convey true differentiation. Many announcements sounded remarkably similar, leaning heavily on buzzwords like “agentic AI” or “human in the loop.” This “keyword bingo” effect can make it difficult for end users to understand the real value behind each solution.
For practitioners searching for solutions, this creates a challenge. Features and functionality are table stakes; what really matters is how a solution solves an actual organizational problem—whether it’s managing change, scaling a team, or improving business outcomes. Vendors need to communicate not just what their technology does, but how it uniquely addresses real-world challenges.
Lessons from Past Successes
Effective messaging requires a deep understanding of your audience and the problems they face. Reflecting on my experience at HubSpot, the company succeeded because it clearly differentiated corporate announcements from educational content for its users. HubSpot educated buyers on how to solve real marketing challenges while communicating its own innovations in a separate context.
For HR tech vendors, the lesson is similar: focus on your audience, understand the challenges they’re facing, and show how your solution makes a tangible impact. Executive buy-in is often a hurdle, so help your internal champions navigate the organizational landscape and articulate value to key stakeholders.
Key Recommendations for Vendors
- Understand Your Competition: Don’t just claim to be first or most innovative; show how you are genuinely different in ways that matter to your customers.
- Focus on Problem-Solving: Highlight how your technology addresses real organizational challenges, not just feature functionality.
- Educate Buyers: Help internal champions articulate the value of your solution to executives, IT, finance, and other stakeholders.
- Tailor Messaging: Recognize that different personas care about different outcomes, and craft your messaging accordingly.
Final Thoughts
HR Tech 2025 was a vivid reminder of just how far HR technology has come. The innovations are impressive, but without thoughtful messaging and a clear connection to business problems, even the best technology can get lost in the crowd.
For vendors and end users alike, the path forward is clear: focus on solving meaningful problems, differentiate yourself from the competition, and arm your internal champions with the tools they need to drive adoption and impact.
HR tech is evolving faster than ever, and those who pay attention to both the technology and the messaging will be the ones who succeed in this rapidly changing landscape.
