Effective Strategies to Market Your Payroll Chapter

When we talk about “marketing,” we’re really just talking about helping people understand who we are and why our chapter is worth their time. A well-run chapter can be a great resource for payroll professionals — but only if people know what you offer. Clear communication helps attract new members, keeps current members engaged, and reminds everyone that the chapter is a place to learn, grow, and stay connected within our field.

1. Define Your Value

Before you start promoting anything, take a moment to spell out what your chapter actually provides. Maybe you offer good training sessions, opportunities to meet other payroll professionals, or access to speakers who can help you stay up-to-date. Whatever it is, be specific. People want to know what they’ll get out of being a member.

Examples:

• “Join our chapter for webinars on compliance updates and opportunities to connect with local payroll professionals.”
• “Connect with peers in the region, exchange ideas, and build relationships that support your career.”

Tip:
Write a short value statement you can reuse on your website, social media, and emails.

2. Use Social Media Intentionally

Platforms like LinkedIn, Facebook, and X (formerly Twitter) can help you reach payroll professionals who may not be aware of your chapter’s existence. You don’t need to post constantly — just share helpful information and updates that are relevant to your audience.

Ideas:

• A quick recap or photo from your last meeting or event
• A note recognizing a member’s certification or achievement
• A reminder or countdown for an upcoming session
• Short payroll reminders or compliance notes

Hashtags like #Payroll, #HR, and #ProfessionalDevelopment can help others find your posts.

3. Partner with Local Businesses and Organizations

You don’t have to do everything alone. Partnering with other groups can help you reach a wider audience and host more impactful events.

Examples:

• Host a session with a local CPA firm on payroll tax updates
• Hold a joint event with your SHRM chapter
• Invite a bank or credit union to discuss fraud prevention
• Ask payroll software vendors to demonstrate tools or answer questions
• Connect with state agencies for updates on law changes
• Use PAYO’s national speaker list

These partnerships can add value for your members and introduce your chapter to new audiences.

4. Offer Useful Events and Webinars

Events are often what bring people in — especially when they’re practical and directly connected to the work we do every day.

Examples:

• A free “Payroll Basics” session for newer professionals
• FPC/CPP study groups or prep courses
• Quarterly networking meetings with guest speakers

Promote your events through email, social media, and partnerships with relevant organizations.

5. Use Email to Stay Connected

Email remains one of the most effective ways to keep members and prospects informed. Secure the one-time-use PAYO list each year to introduce your chapter to potential members. Keep your own email list up to date and send periodic newsletters with helpful information.

Example:

• A monthly email with a short compliance reminder and a quick update on upcoming events

Tip:
Keep emails short and easy to read. Include a clear next step (“Register here,” “Save the date,” etc.).

6. Encourage Members to Spread the Word

Your current members are often your best source of new members. Encouraging them to talk about the chapter, share posts, and invite coworkers can go a long way.

Ideas:

• Offer a small discount or benefit when someone brings in a new member
• Feature members in spotlights and encourage them to share the post with their networks
  

Putting It All Together

You don’t have to do everything at once. Start with a couple of these ideas and see what works for your chapter. Consistent, clear communication can help your chapter grow, connect more payroll professionals, and make your group a stronger resource for everyone involved.

Christine Porras, CPP, serves as Payroll Supervisor for Yeo & Yeo PC. She has been an active member of PAYO since 2016 and has held a leadership role as Chapter President of the Great Lakes Bay Payroll Professionals. In addition, Christine serves on PAYO’s Board of Advisors for Region 6.

Chapter of the Year Contest Deadline

The Chapter of the Year (COTY) Contest gives PAYO Local Chapters an opportunity to be recognized for their tremendous support of payroll professionals across the country.

The questionnaire guides chapter leaders through the process of documenting their accomplishments and performance from the previous year, which can assist with tracking yearly growth and outlining future goals. Participants will receive advice and feedback from the Chapter Recognition Committee, and the highest scoring chapters will win awards and valuable credibility!

All COTY entries are due by Friday, February 6, 2026.

Visit payroll.org/chapter-contests to learn more about how to enter.