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Introducing the Brandscape: A Different Way of Looking at HR Technology Companies

We believe that brand matters in HR technology — far more than many people realize. Companies with the strongest brands build market share faster, see higher conversion rates, and exit with higher multiples. To help our industry make sense of it all, we’ve developed a new perspective based on an incredible amount of research and analysis from The Starr Conspiracy Intelligence Unit. Now it’s ready for you — the 2015 HCM Vendor Brandscape Report™.



If you’re an HCM technology user, vendor, or investor, we believe you’ll find some unique perspective on the future of HCM technology — who’s winning, who’s emerging, and what the future may hold.

This report provides a fresh look at the new competitive landscape for payroll, core HR, and HCM vendors. We look at several interesting points:

  • What is the real size of the HCM market?
  • What new vendor entries are best poised to redefine the market and gain traction with a newly empowered buyer?
  • What existing vendors are moving in a direction that’s in tandem with the market and their customers?
  • What trends are impacting HCM, HR, and the global workforce?

We also look at 19 vendors and how they stack up against the future of HCM, including:

  • Workday
  • Oracle
  • SAP/SuccessFactors
  • ADP
  • Ceridian
  • Ultimate Software
  • Skillsoft/SumTotal
  • NetSuite/TribeHR
  • Kronos
  • Namely
  • Zenefits
  • Sage
  • BambooHR
  • Infor
  • Paychex
  • Fairsail
  • Kin HR
  • Compass HRM
  • Benepay Technologies

We’ve developed a compelling vision of the future based on a deep understanding of market cycles and the rhythms of product innovation. In HCM, we are in a period of innovation and tremendous switching — from on-premise software to the cloud, and likely from one vendor to another.

We’re market analysts. We’re not evaluating product features or prescribing HR and talent management best practices. We don’t comment on product road maps, code infrastructure, or feature functionality. We look at the market, the trends, the brands that are leading and emerging, the future of the workforce, and we help users, vendors, and investors make some sense of it all.

We’re not stopping at HCM. We’re working on brandscapes for talent acquisition and employee engagement due out later this quarter. We’ve got a 2015 publishing calendar  that covers all of the major HR technology segments.

If you have specific questions about this report, please email me at

If you’d like to learn more about our research and how it might help you in your efforts, schedule some time with one of our TSCIU analysts by emailing us here.