Phil Strazzulla
Founder | SSR
In this conversation, Phil shares his journey, from the early challenges of gaining credibility in a competitive market to the strategies that helped SSR establish itself as a go-to platform for HR tech insights.
He also discusses the delicate balance of maintaining trust while monetizing through vendors, ensuring SSR remains an unbiased and valuable resource for HR professionals.
In this interview, Phil dives into the power of thought leadership, the nuances of connecting with HR decision-makers, and the evolving role of AI in HR technology.
Reflecting on your entrepreneurial journey, what were the key challenges you faced in founding Select Software Reviews, and how did you overcome them?
One of the biggest challenges in founding SelectSoftware Reviews was making a name for ourselves in the HR technology space, coming from nothing, with no budget. When I first started SSR, I was the only person running it for the first 18 months, and I committed $1,000 of my own money along with a lot of my time. We didn’t raise money—I really wanted to bootstrap the company—so we had to figure out how to make an impact in a big and noisy space without venture capital backing or significant funding.
Another major challenge has been maintaining credibility while monetizing through vendors. We are committed to being an authoritative, unbiased source for HR professionals while still keeping the business financially sustainable. Every week, we turn down money from vendors that don’t meet our standards—whether they are too small or not ready to handle new customers. We always prioritize our North Star: helping HR professionals find and buy the right HR technology while ensuring we can keep the lights on.
What strategies have you found most effective in increasing brand awareness within the HR tech sector?
The most impactful strategy for us has been thought leadership content, distributed through our website, social media, and newsletter.
A great example of this happened recently. I was on a plane, and the person sitting next to me recognized me as “the SSR guy.” He was the CEO of a payroll software business, and his daughter ran HR for the Red Sox. He pulled out his phone, searched for my name, and showed me that he reads every single one of our newsletters and often forwards them to his daughter.
This kind of recognition comes from consistently providing valuable content over years. It doesn’t happen overnight. We’ve found that sharing relevant and thoughtful information on platforms like LinkedIn and through our blog builds an audience of engaged readers who, even if they aren’t customers today, may become customers in the future.
What advice would you give to marketing leaders in HR tech who are looking to connect with HR decision-makers? What do HR leaders truly care about when evaluating new solutions?
The key is developing a deep level of empathy for HR professionals and their challenges. Many go-to-market leaders in HR tech companies get frustrated because HR professionals often cancel meetings or are hard to reach. But the reality is that they’re constantly dealing with urgent issues—fire drills, under-resourced teams, and overwhelming workloads. It’s not that they don’t value a vendor’s time; it’s just that their priorities shift unexpectedly.
To connect with HR leaders, you need to acknowledge their reality. A traditional aggressive sales cadence might work for an IT or sales leader, but for HR, it’s more effective to take a helpful, value-driven approach. Build relationships over time, provide genuinely useful content, and understand that persistence alone won’t win them over—they need to see that you truly understand and respect their challenges.
Three major challenges in marketing to HR leaders include breaking through the noise, as they receive constant sales pitches via phone and email, making it difficult to stand out. Another challenge is gaining internal buy-in, since many HR leaders need approval from finance or IT to move forward with new solutions, requiring vendors to help them build a strong case internally. Lastly, simplifying complex technology is essential, as most HR professionals aren’t highly technical. Instead of discussing APIs or SOC2 compliance, they need to understand how a product will save them time, reduce costs, or improve efficiency.
What role do you see community building and peer recommendations playing in the adoption of HR technology solutions?
Community and peer recommendations are becoming even more important in HR tech adoption. Many of the largest HR tech companies—like Rippling with its referral program or ChartHop with its community-building efforts—are leveraging this strategy. However, it’s incredibly hard to do well. You can’t just create a forum and expect people to engage; it requires strong leadership and dedicated resources.
Peer recommendations are especially powerful in an era where there’s so much noise and skepticism online. HR professionals trust their peers more than marketing claims or even online reviews. However, most peer reviews on platforms like G2 and Capterra are incentivized, making them less trustworthy. In reality, many HR leaders rely on informal networks—texting former colleagues or asking in HR Slack groups—rather than blindly trusting online ratings.
How do you envision AI transforming HR technology in the next five years?
AI will automate a lot of manual HR and recruiting processes. One of the biggest inefficiencies today is sourcing candidates—recruiters spend an incredible amount of time on it, yet an AI model can do it faster and more accurately. Similarly, AI will streamline first-round screenings, benefits enrollment, and handling employee inquiries.
On the HR side, AI-powered chatbots will handle common employee questions, like how to request PTO. AI-driven analytics will help identify trends in workplace performance, communication patterns, and even who is most likely to be promoted.
At a strategic level, HR leaders will be able to use AI as a sounding board for big decisions—such as restructuring compensation plans or analyzing workforce data. While I’m optimistic about AI’s role in HR, I think the transformation will take longer than some expect. But in the next few years, we will definitely see major improvements in efficiency and decision-making.
What emerging trends in HR technology should companies be prepared to adopt to stay competitive?
Before chasing new trends, companies need to start by evaluating their current HR systems. Many organizations still use outdated HRIS, ATS, and performance management tools. The first step should be ensuring their core systems are modern, efficient, and meeting their needs.
Beyond that, companies should focus on their key priorities. If employee engagement is a priority, they should invest in the best learning and development tools. If hiring speed is critical, they should adopt cutting-edge recruitment technology. There’s no one-size-fits-all trend to follow—companies should focus on what will drive the most value for their specific needs.
AI is, of course, a trend to watch, but adoption will be gradual. Organizations should stay informed and be ready to integrate AI-driven solutions as they mature.
Can you share insights on fostering a strong workplace culture to improve employee morale, engagement, and retention?
A strong workplace culture starts with inclusivity and listening to employees. At SSR, we’ve built a highly diverse and globally distributed team, and we embrace different cultures and perspectives. We recently conducted an employee engagement survey, and while overall feedback was positive, we saw an opportunity to improve team connections.
As a result, we’ve introduced virtual poker nights, trivia games, step challenges, and quarterly mental health days. In a remote environment, these small initiatives help build stronger relationships.
The key takeaway is that no company has a perfect culture. The best approach is to regularly gather anonymous feedback, identify themes, and take action. Employees want to feel valued, connected, and supported. Small, thoughtful initiatives can make a big difference in morale and retention.
This conversation with Phil highlights the evolving HR technology landscape, the power of thought leadership, and the importance of authentic engagement with HR professionals. His insights provide a roadmap for HR tech companies looking to build trust, leverage AI, and foster meaningful workplace cultures.
If you’re interested in sharing your story and becoming part of our HR Connect series, please reach out to us at info@fip.agency.
Dilara Cossette
Founder
Dilara Cossette is the founder of Focus Image Pro, a boutique demand generation agency specializing in helping HR tech companies accelerate growth. With extensive experience in the industry, she partners with marketing leaders to craft strategies that drive demand, boost pipeline, and elevate brand presence. Dilara is passionate about fostering meaningful connections and sharing insights from HR tech innovators through the HR Connect interview series.
