3 STRATEGIES TO INTEGRATE EOR IN YOUR PEO’S GO-TO-MARKET STRATEGY

The PEO sector is evolving. Traditional sales and marketing methods can’t keep up with today’s competition, nuanced client expectations, and business complexities.

PEOs do more than just HR and administrative services. They need to show strategic value by helping clients manage global expansion and by supporting the entire international employee lifecycle. This means adopting an integrated PEO and employer of record (EOR) strategy that strengthens domestic operations while simultaneously paving the way for global growth.

There are three core sales and marketing strategies PEOs can use to support domestic value and position themselves as valuable partners for clients with international ventures.

1. PERSONALIZE ENGAGEMENT FOR GLOBAL GROWTH

Small and medium-sized businesses (SMBs) need specialized solutions for their local and global challenges. PEOs thrive when they embrace personalization to support clients’ international growth and entire global employee lifecycle.

Personalization starts with:

Deep presale research: Equip your sales team with insights into a prospect’s global footprint, information about specific countries, and an awareness of international HR pain points. Understand market nuances and how EOR partnerships enhance PEO offerings.

Value-driven discovery: Focus calls on global expansion challenges. Insights gained during discovery are marketing goldmines that directly inform marketing and sales collateral.

Custom proposals: Detail solutions for local and global challenges to optimize international payroll and benefits with a single PEO-EOR solution.

Sales-fueled content: Create global expansion content (whitepapers, case studies, etc.) directly from your sales insights. Make sure the content is calibrated to the client’s needs to drive sales.

Businesses turn to personalization to unlock growth. DevonWay, a leading provider of asset, quality, safety, and work management software, used an integrated global employment solution to manage international employee relocation and compliance. By adopting a PEO-EOR strategy, DevonWay grew globally without the hassle of setting up a local entity.

2. EMPOWER TEAMS WITH GLOBAL SALES ENABLEMENT

Teams need the right tools and resources to succeed in the global marketplace. PEOs that sell international hiring services will need extensive knowledge of the employee lifecycle.

To empower teams, focus on:

Centralized global knowledge: A platform for domestic and international compliance, sales playbooks, and cross-border FAQs (including EOR partner insights).

Ongoing global training: Regular workshops on global labor laws, international sales techniques, and EOR offerings.

Dynamic global assets: Tools like templates, international expansion case studies, and presentations showing PEO-EOR solutions that manage the global employee lifecycle.

Cross-functional global alignment: Collaboration among internal experts and EOR partners provides holistic support and a cohesive message for global solutions.

Equip your teams with these global resources to accelerate sales, offer accurate client counseling, and position yourself as trusted advisors for international complexities.

3. ENSURE COMPLIANCE, EVERY STEP OF THE WAY

Clients worry about labor laws, cybersecurity, and liability. EORs are invaluable for international compliance. Position your PEO as a complete global compliance solution to expand your offerings across the entire employee lifecycle.

Tailor compliance services for global sales with:

Proven cross-border monitoring: Show how your PEO stays on top of local and international labor laws. Highlight EOR partnerships that adhere to diverse global regulations — from contracts to termination.

Global liability mitigation: Educate clients on how EOR partnerships mitigate risks in international hiring. Mitigation includes compliance with international tax laws, social security, and local employment standards.

Data security leadership: Position your organization as a data security leader. Emphasize how certifications (like SOC 2) and other protocols apply to international employee data managed with EOR partnerships.

Effective compliance expertise isn’t just operational — it’s a differentiator that builds trust, mitigates risks, and strengthens client relationships.

EORS INCREASE PEO SCOPE

PEOs excel domestically, and EORs unlock global access. Partner with an EOR to expand your offerings and support your clients’ international hiring goals. EORs handle the complexities so PEOs can deliver global solutions, empower teams, and use compliance as a worldwide advantage.

The PEO market grows more complex every day. PEOs that focus on personalization, sales enablement, and compliance expertise will become indispensable to clients. You can strengthen your clients’ domestic position and build a foundation for global growth. A partnership between a PEO and an EOR positions you for long-term growth, relevance, and increased client trust in a market that demands global workforce solutions.