Distributor Marketing Guidelines

Section 4: Distributor Websites

URLs and Content

Distributors are prohibited from incorporating “Hogan” into their business URL(s) in any way. Examples of what not to do include (but are not limited to) the following:

  • www.hogan[yourcompany].com
  • www.hogan[country].com
  • www.hogan[region].com

Best Practices for Website Structure

Distributors should highlight their unique brand, value propositions, and service and product offerings on their website while following all previously mentioned requirements on proper language usage.

We recommend structuring your website to:

  • Highlight your unique value proposition on the homepage.
  • Dedicate a separate Hogan-specific section for assessment solutions.

Use clear, accurate descriptions. For example:

  • Say this: "We are an authorized distributor of Hogan Assessments. Hogan is known globally for scientifically validated tools in personality assessment, used in hiring and leadership development."
  • Do not say this: "We have assessed 14 million people,” “Our science…,” “Our personality assessments,” “Our research,” “We validate.”

To effectively convey the value and purpose of the Hogan reports, we recommend grouping products by application (e.g., Leadership Development, Candidate Selection, etc.), rather than listing all product offerings on one single page. This allows the user to be guided to the most relevant solution to their need without being overwhelmed with information.

Using this structure helps highlight your business’s unique strengths while also guiding visitors to the solutions that fit their needs.

Sample Reports and Pricing Restrictions

To protect Hogan’s intellectual property and provide a better user experience, distributors are prohibited from making sample reports publicly available. This includes posting sample reports or report pages on websites, social media, or using them as thumbnails or web images.

Instead, Hogan recommends that distributors create individual product webpages that explain each product’s purpose, key components, and other important details. To share additional product information, distributors should offer a lead capture form where visitors can request more details. After submitting their contact information, leads should receive the product brochure via a download link — the same approach Hogan uses on its own website.

This method not only protects sensitive materials but also helps distributors grow their marketing funnels and create more opportunities for client engagement.

Important: Distributors are also prohibited from publicly listing Hogan product and report pricing without prior written authorization from Hogan.

Technical Documents

Technical documents from Hogan — including whitepapers, technical briefs, and research reports from the Data Science team — must not be made publicly available on websites, social media, learning platforms (LMS), or other public channels without prior approval from Hogan Marketing.

These materials are intended for use in private sales conversations with prospects or to support continued learning for certified users, and should not be used in broad marketing campaigns.

Distributors are encouraged to use technical documents as inspiration for developing their own content and thought leadership. When doing so, distributors must create original perspectives, not direct summaries, and should properly cite Hogan as the source where appropriate.

Blogs and Content Development

Hogan encourages distributors to create original blog content and long-form articles that speak directly to the trends and needs of their local markets. We recognize that distributors know their audiences best, and tailored content helps strengthen both distributor and Hogan brand authority.

When developing blogs, distributors are encouraged to:

  • Focus on current trends, challenges, and insights relevant to their region.
  • Prioritize search engine optimization (SEO) best practices and conduct keyword research to maximize the visibility and reach of their content.
  • Use Hogan research as inspiration for content creation, offering unique perspectives and applications rather than direct summaries.

Using Hogan Blog Posts

Distributors may also leverage Hogan’s existing blog content by:

  • Copying and reposting Hogan blog posts with proper attribution and a direct link to the original source. (Attribution format: “This post was originally published by Hogan Assessments: [Name of blog post with hyperlink to original post].")
  • Important Note: Reposting Hogan blogs without modification may negatively impact SEO rankings for both Hogan and distributor websites due to duplicate content issues.

To avoid this, distributors are strongly encouraged to localize Hogan’s blog content by:

  • Adding regional insights, examples, or commentary relevant to their audience.
  • Maintaining the original message and point of view without altering the core integrity of the content.

Distributors may also translate Hogan blogs into local languages, provided the content’s intent and accuracy are preserved and proper attribution is included.

Guidance on AI-Generated Content

Hogan advises distributors to use Artificial Intelligence (AI) tools only for brainstorming and outlining purposes when developing web content. Content generated entirely by AI can be flagged by search engines like Google, negatively impacting search rankings and diminishing the perceived authority of Hogan-related material.

To maintain content quality and SEO performance:

  • Use AI for early idea development, but ensure final content is human-written, accurate, and brand-aligned.
  • Always review and edit content to reflect the professionalism expected of the Hogan brand.

Note: Guidance around AI-generated content may evolve as technology and best practices change. Hogan continues to monitor developments closely.