When Proof Beats Promises: Why Customer Voice Matters in HR Tech

The HR technology industry is booming. From talent acquisition to employee experience, new platforms are reshaping how organizations attract, retain, and empower their people. At the same time, the market has never been more competitive. Vendors are racing to stand out, HR buyers are bombarded with options, and decision-making committees are larger and more risk-averse than ever.

In this environment, one factor consistently tips the scales: the authentic voice of the customer.

At the 2025 HR Technology Conference, Deeto sat down with leaders from WEX, SeekOut, Pebl, Fountain, Eightfold.ai, Phenom, Checkr, Awardco, Employ, and Healthee to ask a simple set of questions:

Their answers paint a vivid picture of why proof beats promises and how HR tech vendors can better capture and activate customer voice to drive trust, sales, and long-term relationships.

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Why Customer Voice Matters More Than Ever

The first theme that emerged is simple but powerful: trust does not come from the vendor, it comes from peers.

As Eric Wendt, Growth Marketing Manager at WEX, put it:

“Building trust with prospects and clients is everything. We can say we’re great, but showing real testimonials and quotes from our customers is what convinces people to choose us.”

In HR technology, where buyers are tasked with managing sensitive employee data and shaping the employee experience, trust carries extra weight. These are not just software tools, they are systems that touch every person in the organization.

Lauren Heffran, Client Director at SeekOut, highlighted the role of word of mouth:

“Word of mouth is everything. Case studies and testimonials let prospects see themselves in someone else’s shoes — it’s the ultimate way to build trust.”

And Fatima Afzal, Head of Customer Marketing & Communications at Pebl, underscored the human element:

“HR leaders want to hear from their peers. It’s not about the brand telling the story — it’s about other people validating the value proposition.”

The takeaway: in HR tech, proof is personal. Buyers are not just evaluating features; they are looking for peers who have already solved the problems they face.

The Unique Challenges of Proof in HR Tech

If customer voice is so valuable, why don’t we see more HR tech testimonials in the wild? The leaders we interviewed pointed to a consistent set of challenges.

Internal Politics and Approvals

Bastien Botella, Head of Growth & Marketing at Fountain, described the uphill battle many vendors face:

“Internal politics. You can have sponsors who love your product, but to go on record you need approvals from a whole chain of people inside their company.”

Even the happiest customer may be blocked by corporate marketing or compliance teams.

Carlos Tobon, Senior Director of Demand Generation at Eightfold.ai, added:

“Enterprise approvals. Even happy users have to go through legal, corporate marketing, and multiple layers to tell their story publicly.”

The result: advocacy opportunities stall or die in red tape.

Hidden Stories

John Deal, Senior Director of Product Marketing at Phenom, pointed to another problem:

“The biggest challenge is knowing what stories are out there. Often they’re happening in conversations with customer success, but marketing doesn’t know unless it’s surfaced.”

Too often, proof gets trapped in silos. CS teams hear the praise, but it never reaches marketing or sales in a form that can be shared.

These barriers are especially acute in HR tech because of the sensitivity of employee data. Public case studies are harder to approve, and companies are more protective of their HR systems than almost any other part of the tech stack.

Four Tips for Getting More Advocates

Despite the challenges, leaders offered clear and practical advice for capturing more proof.

1. Make It Valuable for Customers

Kiri Wire, Senior Partner Marketing Manager at Checkr, stressed the importance of reciprocity:

“Make it valuable for the customer too. Promote them as a brand, not just yourself — tell their story holistically.”

Instead of treating a testimonial as a favor, vendors should frame it as an opportunity for customers to showcase their own innovation, culture, and leadership.

2. Recognize and Appreciate

Paige Bennett, Director of Experimental Marketing at Awardco, highlighted recognition:

“Recognize your clients. When customers feel seen and appreciated, they’re far more willing to partner with you to share their story.”

Recognition can be as simple as a thank you, or as formal as an awards program or industry showcase.

3. Create Memorable Experiences

Megan Ferenz, Senior Customer Marketing Advocacy Manager at Employ, emphasized experiences:

“Create memorable experiences. Hosting customer events and bringing people together at conferences sparks relationships and content.”

Events not only deepen relationships but also create natural opportunities to capture stories on video, in writing, or through peer-to-peer conversations.

4. Be Authentic

Finally, Omer Maman, VP of Marketing at Healthee, urged authenticity:

“Be authentic. Don’t over-polish testimonials — share the real story, even the tough parts. People believe it more.”

The most powerful proof is not scripted or overly polished. It is real, relatable, and sometimes even imperfect.

Proof Is About People, Not Just Marketing

The conversations closed with a powerful insight: in HR tech, proof is not just about marketing assets, it is about human connection.

When companies empower their customers to share stories in ways that feel safe, authentic, and valuable, they not only create stronger proof for the market, they also build deeper trust with the customers themselves.

As the closing statement of the video says: In HR tech, proof isn’t just about marketing – it’s about putting human connection first. And that is earned by empowering your customers while amplifying their success.

What This Means for HR Tech Vendors

For HR technology companies, the implications are clear:

• Start with empathy. Recognize the barriers your customers face and design advocacy programs that respect their constraints.
• Offer flexible formats. Not every story has to be a public case study. Private reference calls, anonymized quotes, and gated microsites can still deliver immense value.
• Build advocacy into the customer journey. Don’t wait until renewal; capture proof at onboarding, first wins, and key milestones.
• Invest in experiences. Events, community programs, and recognition initiatives create natural advocacy opportunities.
• Automate the process. Use platforms like Deeto to eliminate manual work, streamline approvals, and activate customer voice across channels.

The Deeto Perspective

At Deeto, we believe the future of HR tech marketing is not about louder promises. It is about smarter proof.

That is why our platform helps vendors:

• Collect authentic testimonials, references, and stories seamlessly throughout the customer lifecycle.
• Manage them in a centralized, AI-organized hub with built-in governance and consent controls.
• Distribute them dynamically across sales, marketing, and customer success channels, from microsites to proof widgets to reference calls.

Instead of chasing logos and PDFs, HR tech companies can create a living, breathing library of customer voice – always current, always accessible, and always authentic.

Conclusion

The HR technology space is at a turning point. As AI reshapes the workplace, as employee expectations evolve, and as new vendors flood the market, buyers will rely more than ever on the voices of their peers.

For vendors, this is not a challenge. It is an opportunity. By embracing authentic advocacy, recognizing customer contributions, and investing in platforms that make proof dynamic and scalable, HR tech companies can build the trust that accelerates growth.

Because in HR tech, just like in every human-first industry, proof beats promises every time.