These HR tech giants are turning heads with creative ads that do more than just talk shop.
In 2024, the human resources technology (HR Tech) industry is more competitive than ever. HR Tech companies that develop software to help businesses of all sizes manage everything—from onboarding and payroll to compliance and employee engagement—are constantly looking for ways to stand out. But beyond their powerful tools, these brands need to find innovative ways to connect with their target audience: business leaders and HR professionals.
To do just that, many HR tech companies have turned to creative advertising. No longer limited to dull, corporate messaging, today’s HR tech brands are infusing humor, storytelling and pop culture references into their advertising to make their messages stick. In this article, we’ll dive into some standout creative and engaging commercials created by four leading American HR Tech brands—Workday, UKG, Remote and Deel. We’ll explore what makes these campaigns tick and draw out key takeaways that could inspire other businesses to refresh their marketing strategies.
Four leading American HR tech brands—Workday, UKG, Remote and Deel—are pushing the boundaries of traditional B2B advertising, capturing attention and driving home their value in fresh, engaging ways. Alongside reviewing these creative campaigns, we’ll also highlight key takeaways from each that can inspire other businesses to rethink their own marketing strategies.
1. Workday: Reclaiming the “rock star” title
Workday’s “Office of Rock Stars” commercial, featuring Billy Idol.
Image from Workday’s website
One standout campaign is from Workday, which was founded in 2005 by David Duffield and Aneel Bhusri. A major player in the HR tech field, Workday offers a comprehensive platform that integrates human resources and finance.
Workday’s latest ad campaign demonstrates that staying relevant in such a fast-evolving industry requires more than just great software—it requires great storytelling. Titled “Office of Rock Stars”, the commercial is a humorous take on the corporate cliché of calling high-performing employees “rock stars”. It features actual rock legends like Gwen Stefani, Travis Barker and Billy Idol, playfully poking fun at the idea that corporate workers deserve the same title as these music icons.
This tongue-in-cheek approach makes the ad memorable, resonating with both business leaders and employees who might find the term overused in their own offices. Beyond promoting Workday’s software, the campaign shows the brand’s deep understanding of workplace culture, offering a fun and light-hearted way to connect with its audience.
Key takeaway: Humor and pop culture references can make B2B marketing more relatable and engaging. By tapping into universally recognized themes (in this case, the “rock star” label), brands can produce memorable content that resonates deeply with their target audience.
2. UKG: Spreading joy in the workplace
A screenshot of USK’s “Time of Your Life” commercial via YouTube
Another example is from Ultimate Kronos Group (UKG), which emerged from the merger of Ultimate Software and Kronos in 2020. As a leader in HR and workforce management software, UKG knows that standing out in a crowded market requires bold strategies.
In its 2024 campaign, “Time of Your Life”, UKG draws inspiration from the popular 1980s hit “(I’ve Had) The Time of My Life” by Bill Medley and Jennifer Warnes. The ad features employees from a Great Place to Work-certified company who are joyfully singing and dancing, showcasing the impact of a positive work environment. The message is simple yet powerful: great employers can have a positive impact on their employee’s workplace outlook.
With widespread promotion across major media outlets and high-visibility events like the Paris Olympics, SXSW and March Madness, the ad uses a blend of nostalgia and joy to connect with viewers. It’s a clever reminder for business leaders that investing in employee happiness isn’t just nice—it’s essential for success.
Key takeaway: Nostalgia and a positive focus can make ads more appealing. By focusing on the emotional benefits of improving workplace culture, UKG makes a case for its product while creating memorable, feel-good moments for viewers.
3. Remote: A letter from your future self
A screenshot of Remote’s “Big Things Start Like This” commercial via YouTube
Remote, founded in 2019, simplifies hiring, payments and compliance for global teams. At a time when remote work is becoming the norm, Remote’s latest campaign takes a unique approach: it’s a creative letter from your future self.
Called “Big Things Start Like This”, Remote’s 2024 ad speaks directly to business owners who are struggling to manage remote teams. It begins with a phone call from the future, where a business leader’s future self urges them to make the decision to scale their workforce globally. It points out how daunting the present can be but reassures viewers that with Remote’s platform, they can grow their business and manage global teams successfully.
This ad stands out because it’s more than just promotional—it’s motivational. It taps into the fears and aspirations of business owners, showing them that Remote is the solution to their growth challenges.
Key takeaway: The ad is a powerful reminder of the long-term benefits of taking bold actions today. By framing the decision as something your future self will thank you for, Remote motivates business leaders to think ahead and make decisions that lead to future success.
4. Deel: Turning HR chaos into humor
A screenshot of the “Deel makes global HR *actually* fine” commercial via YouTube
Deel, founded in 2019 by Alex Bouaziz, Shuo wang, helps companies manage payroll, compliance and HR for global teams. Despite being a relatively young company, Deel has already made a big splash in the HR tech space and has raised significant funds over multiple rounds, reaching unicorn status in 2021.
The comic strip “On Fire” by KC Green gained widespread popularity as an online meme.
Deel’s ad, “Deel makes global HR *actually* fine”, is inspired by KC Green’s comic strip “On Fire,” which became the viral “This is fine” meme. In the ad, an HR manager sits calmly at their desk while everything around them is literally on fire, symbolizing the chaos of managing HR tasks like payroll, taxes and compliance across multiple countries. As the narrator lists the overwhelming challenges HR professionals face, the manager repeatedly says, “This is fine,” even though it’s clearly not.
This humorous take on the often stressful world of HR management resonated with viewers, going viral and garnering millions of views online. By acknowledging the real struggles of its audience with relatable humor, Deel shows how its platform can bring order to the chaos.
Key Takeaway: Humor can be a powerful tool in advertising, especially when it reflects the genuine struggles of your audience. By using relatable humor, Deel made complex HR topics more approachable and memorable.
Conclusion
In a market brimming with complex software solutions, HR tech brands are leveraging creativity to differentiate themselves. From witty rock star analogies to joyous musical numbers and motivational messages from the future, these campaigns show that creative approaches can help capture attention and shape how customers perceive a brand.
The overarching message for any business, not just those in HR tech, is clear: the way you tell your story matters. Brands that connect with their audience on an emotional level, whether through humor, nostalgia or motivation, are far more likely to make a lasting impression. By embracing creative storytelling techniques, businesses across industries can better engage their audiences and stand out in even the most crowded markets.
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- Why Is Storytelling a Powerful Marketing Tool?
Header Image from Freepik
