A Better HR Business

In this episode, Ben speaks with Zoe Walters, founder of Empowered AI, about the practical and human sides of AI transformation. You can find the show here on Apple Podcasts, on Spotify, and other podcast players. Zoe shares her career journey from working on cruise ships and in recruitment to leading HR at Diesel, Adidas, and Condé Nast. She explains how those experiences shaped her understanding of people, culture, technology, and organizational change. The conversation explores why businesses should begin with a problem rather than a tool, how AI can improve operations without creating more complexity, and why HR has an important role in leading AI adoption. Zoe Walters also discusses moving from corporate leadership into business ownership, building relationships through marketing, and preparing people for a changing future of work. BEFORE WE START: Check out our upcoming free webinar: Still Waiting for Your HR Consultancy to Pay Off? - How to attract better clients, win more profitable work, and build an HR consulting business that rewards your experience and expertise. Topics discussed Zoe’s career across cruise ships, recruitment, fashion, Adidas, and Condé Nast, including her experience helping organizations move from print to digital How Empowered AI helps people-first businesses improve operations, connect technology systems, and use tools such as Copilot and Gemini more effectively Why HR can lead AI transformation through corporate education, management development, leadership development, and cultural evolution The consultancy’s work with former HR professionals who are building their own businesses and want to use AI across client acquisition, delivery, and operations Why time efficiency sits underneath almost every AI project, particularly for businesses trying to create more capacity The importance of starting with a problem statement rather than AI tooling, and why putting AI into a chaotic process can amplify the mess Zoe’s view that AI should help amplify and streamline human work, while judgment, empathy, wisdom, and emotional understanding remain distinctly human strengths The transition from being a CHRO to becoming a business owner, including the need to leave behind corporate conditioning and rethink the role entirely How Zoe changed her view of sales by focusing on the “know, like, trust” process rather than treating sales as something incompatible with HR Why relationship-building needs to come before a sales request, particularly when using LinkedIn and other professional networks How Empowered AI finds larger opportunities through AI alerts, RFP monitoring, referrals, recommendations, and consistent visibility around the problems it solves The personal discomfort involved in marketing a business, including cold calling, social media, networking, and putting yourself forward as an expert Zoe's PhD research into the future of work and the intersection between human capabilities and technology Meditation, breathwork, gratitude, nature, and journaling as practical ways to create space, notice patterns, and regulate reactions The idea of detaching from outcomes while still acting with intention, particularly in sales, networking, and business development How Empowered AI markets and grows Zoe describes marketing as a necessary part of building an AI consultancy, not an optional extra. Empowered AI creates visibility by sharing the problems it solves, maintaining a strong online presence, running webinars, and using referrals and recommendations to reach potential clients. The business also uses AI alerts and scheduled searches for relevant RFPs, allowing the team to proactively identify opportunities rather than waiting for prospects to announce that they need AI transformation. For potential clients, the focus is on practical demonstrations and working sessions rather than generic sales calls. Empowered AI shows how its tools can work in a specific

What if you already have a valuable HR consulting service hiding in your past experience? In this episode of A Better HR Business, Ben shares a story from his own HR career about how a simple employee survey project unexpectedly became a repeatable, productised service that he later sold to businesses ranging from SMEs to government departments. He explains why clearly defined standalone services can be easier for clients to buy, how they can help you prove your value quickly, and why a relatively small initial project can open the door to much bigger consulting opportunities. If you run an HR consultancy, this episode may get you thinking differently about the experience, processes, and ideas you already have. Check out the HR Business Accelerator Fast Track and the B2B podcast launch service. About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies, and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com.

In this episode of the HR business marketing podcast, A Better HR Business, Ben speaks with Magnus Wood, Founder & Board Adviser of Wild Leadership, a company helping founders and senior leaders who have been quietly domesticated by the organizations they run to get their edge back. Magnus Wood is a board adviser, leadership thinker, and former CMO with more than 30 years of experience across global businesses and startups. His career has spanned roles from Managing Director to Chief Marketing Officer, most recently as CMO and board director of a PE-backed business. His work explores what happens when leaders become too shaped by the organisations they lead—when caution replaces conviction, and “being sensible” starts to mean saying what will land rather than what needs to be said. Through his work with CEOs and leadership teams, Magnus focuses on what is genuinely getting in the way, rather than simply treating the commercial symptoms. His approach, which he calls Wild Leadership, challenges conventional organisational thinking and encourages leaders to become more grounded, courageous, and fully themselves. Magnus shares his thinking through essays, a podcast, and a book currently in development. What You’ll Learn in This Episode: How to recognize and overcome “domestication” as a consultant or senior leader. Why finding your niche and reclaiming your unique edge helps attract the right consulting clients. How AI tools can empower HR and workplace consultants to save time, add value, and stand out in the market. Episode highlights: Magnus’s professional background and the inspiration behind Wild Leadership. The concept of domestication and how leaders can lose their edge over time. Practical steps (the “3 moves”) leaders can take to regain authenticity and impact. Real-world examples of self-editing and how it affects leadership and team dynamics. Types of services Magnus provides for CEOs, boards, and senior teams, including the consigliere role and workshops. An overview of the Bearings program for individuals at career crossroads. How Magnus helps clients identify unique strengths and market opportunities. The importance of finding a niche and marketing to it rather than offering broad, generic services. Balancing personal fulfillment with organizational effectiveness. Developing products and standalone tools by identifying real market needs. Repurposing processes for different audiences, such as team tools and individual programs. Leveraging AI tools (like Claude) for business and creative growth. Advice for consultants on choosing marketing channels and standing out from the crowd. Using a “council” of virtual advisors to spark creativity and diversify perspectives. Marketing and Business Growth: Magnus focuses on value-driven marketing by consistently writing insightful content on Substack and refining his messaging to resonate deeply with his target audience. He emphasizes the power of finding and speaking to a specific niche rather than broad audiences, utilizes lead magnets like the free version of Bearings, and experiments with less crowded channels such as Facebook for B2B advertising. Additionally, Magnus embraces AI to enhance productivity, streamline operations, and generate new ideas, freeing valuable time for strategic tasks. Resources & Links Mentioned: Company’s website: www.wildleadership.co Magnus’ LinkedIn: www.linkedin.com/in/magnuswood Check out this B2B podcast launch service. About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies, and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Busine

Group coaching is becoming a bigger part of leadership development, but it is still often confused with training, mentoring, or simply putting several people into the same coaching session. In this episode of A Better HR Business, I speak with Dominique Mas, Co-Founder and CEO, and Priscilla Lavoie, Head of Marketing at Group Coaching HQ. Group Coaching HQ works with HR, talent, L&D, and internal coaching teams to design, run, and grow group coaching programmes inside organisations. Dominique and Priscilla explain what effective group coaching looks like, where it can have the greatest impact, and how organisations can measure results without undermining trust within the group. We also discuss how Group Coaching HQ is growing through events, speaking, founder-led content, and other personal, trust-based forms of marketing. Priscilla explains how the company tracks its marketing activity and supports HR and L&D buyers at different stages of the buying process. In this episode, we discuss: What group coaching is and how it differs from training and mentoring Why it works particularly well for new managers and senior leaders How it can improve leadership skills, connection, and retention How to collect useful data while protecting trust and psychological safety How organisations can measure the business impact and ROI Why human, trust-based marketing is working well for Group Coaching HQ Dominique also shares findings from Group Coaching HQ’s 2026 study, including the growing use of group coaching for leadership development and the need for clear programme structures and evidence of business value. About Group Coaching HQ Group Coaching HQ helps organisations create group coaching programmes that bring people together, improve leadership skills, and give more employees access to coaching. Its work includes consulting, programme design, coach training, ICF-approved group coaching certification, and the delivery of fully managed group coaching programmes. Links Group Coaching HQ Dominique Mas on LinkedIn Priscilla Lavoie on LinkedIn Listen to A Better HR Business on Spotify, Apple Podcasts, or the Get More HR Clients website. Check out this B2B podcast launch service. About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies, and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podcasts, videos, resources, and more at www.getmorehrclients.com.

In this episode of the HR business marketing podcast, A Better HR Business, Ben speaks with Cary Sparrow, Founder and CEO of WageScape, a labor market intelligence company transforming how organizations understand hiring, pay, and workforce trends through real-time AI-powered data. A former U.S. Navy nuclear submarine officer, Cary has more than 35 years of leadership experience spanning engineering, global consulting, and HR analytics, including executive roles at Willis Towers Watson and Cargill. He is passionate about using data, technology, and high-performing teams to solve complex workforce challenges and help organizations make smarter, more confident decisions. WageScape delivers real-time labor market and compensation intelligence through one of the largest continuously updated workforce datasets available. Its AI-powered platform helps organizations gain deeper insights into hiring demand, pay trends, and talent markets across the globe, enabling better workforce planning, business strategy, and AI-driven decision-making with reliable, high-quality data. What You’ll Learn in This Episode: A smarter approach to client acquisition by leveraging current labor market insights. The specific consulting use cases powered by real-time wage and hiring data. How Cary Sparrow built WageScape—and why trust and partnerships are at the heart of marketing and business growth. Episode highlights: Cary’s career journey: from US Navy officer to HR analytics leader to tech entrepreneur. The inspiration behind founding WageScape and how it answers long-standing HR compensation questions. What WageScape does and the global scale of its labor market intelligence platform. Typical use cases for WageScape’s data across HR, consulting, and financial services. The challenge and value of collecting and cleaning real-time pay and hiring data. How WageScape’s approach removes the pain of outdated manual compensation research. The importance of curated, high-quality data versus relying on generic AI-generated answers. How consultants and consulting firms use WageScape to improve services, margins, and client retention. Strategies for client retention and delivering consistent value. Marketing & growth: Building awareness through partnerships rather than traditional marketing funnels, and the benefits of value-based co-marketing. Giving away limited data access as a deliberate marketing and trust-building strategy. Advice for HR tech founders on modern marketing, trust, and partnering within the crowded information space. Marketing and Business Growth: Cary explains that WageScape, as a self-funded company, focuses on building targeted partnerships instead of traditional (and expensive) mass marketing. By aligning with industry leaders, providing valuable data, and leveraging the trust that established partners have with their audiences, WageScape efficiently extends its reach and drives growth. Giving away useful sample data through associations and industry channels acts as both a marketing funnel and ongoing brand builder. Resources & Links Mentioned: Company’s website: www.wagescape.com Cary’s LinkedIn: www.linkedin.com/in/carysparrow Thanks, Cary! Check out this B2B podcast launch service. About The A Better HR Business Podcast The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies, and how to get more clients. Follow the show on Apple Podcasts or Spotify so you don’t miss future episodes. For show notes and to see details of our previous guests, check out the podcast page here: www.GetMoreHRClients.com/Podcast HR BUSINESS GROWTH RESOURCES Get the new book - Grow A Successful HR Business Your Way Launch your own business podcast: B2B Podcast Agency VISIT GET MORE HR CLIENTS Want more clients for your HR-related consultancy or HR Tech business? Visit the Get More HR Clients website for articles, newsletters, podca