Overview
You're an outbound BDR at Employment Hero, calling and emailing HR managers and business owners to book demos for HR/payroll software. You're working remotely but likely targeting ANZ market accounts. This is a volume prospecting role where you're measured on meetings booked and pipeline generated.
Role Snapshot
| Aspect | Details |
|---|---|
| Role Type | Outbound BDR |
| Sales Motion | Outbound-heavy |
| Deal Complexity | Consultative |
| Sales Cycle | N/A - you hand off to AEs |
| Deal Size | N/A - top of funnel |
| Quota (est.) | 15-25 qualified meetings/month |
Company Context
Stage: Growth-stage (Employment Hero is Series E funded)
Size: 1000+ employees
Growth: Active hiring, expanding internationally
Market Position: Challenger in crowded HR tech space competing against BambooHR, Gusto, etc.
GTM Reality
Pipeline Sources:
- 80-90% Outbound - you're building your own lists and doing cold outreach
- 10-20% Inbound - some marketing-generated leads, but limited
- Minimal partner/referral flow
SDR/AE Structure: Dedicated BDR team feeding AEs
SE Support: Likely AEs handle own demos, no dedicated SE
Competitive Landscape
Main Competitors: BambooHR, Gusto, ADP, local ANZ HR platforms
How They Differentiate: All-in-one platform, strong in ANZ market
Common Objections: "We already have a system," "Too expensive," "Not the right time"
Win Themes: Consolidation (replacing multiple tools), compliance (ANZ-specific), employee experience
What You'll Actually Do
Time Breakdown
Prospecting (60%) | Follow-up/Nurture (25%) | Internal (15%)
Key Activities
- Cold calling: 50-70 calls per day to HR managers, office managers, small business owners. Most don't answer. You're leaving voicemails and trying to catch people.
- Email sequences: Writing personalized emails to prospects, following up on cold calls, trying to get responses. Response rates are low (2-5%).
- List building: Using LinkedIn Sales Nav and databases to find companies in your target size range, identifying the right contacts.
- Meeting qualification: When someone does respond, you're asking qualifying questions (company size, current tools, pain points) before handing to an AE.
The Honest Reality
What's Hard
- HR tech is crowded - everyone already has something in place, you're asking them to switch
- Most prospects ignore you - expect 95%+ of outreach to go unanswered
- Gatekeepers and voicemail jail are constant obstacles
- Quota pressure is real - you need consistent activity to hit meeting numbers
- Remote role means less in-person coaching and camaraderie
What Success Looks Like
- Booking 15-25 qualified meetings per month that show up
- 50%+ of your meetings convert to opportunities for AEs
- Maintaining 50+ daily activities (calls, emails, LinkedIn touches)
- Pipeline generated from your meetings starts closing
Who You're Selling To
Primary Buyers:
- HR Managers at 50-500 person companies
- Business owners at smaller companies (under 100 employees)
- Operations/Finance leaders who own HR systems
What They Care About:
- Time savings on payroll and admin work
- Compliance with ANZ employment laws
- Employee self-service to reduce HR workload
- Cost vs. current solution(s)
- Implementation complexity and change management
Requirements
- Prior outbound SDR/BDR experience (they want proven hunters)
- Comfort with high-volume cold calling
- Resilience with rejection
- Self-motivated for remote work environment
- Familiarity with HR tech space helpful but not required