HUMAN RESOURCES SECTOR
HR marketing aims to create a powerful and positive candidate experience.
This is accomplished through the combination of target group-specific content (employer branding content) and a recruiting marketing strategy.
These two components enable companies to build and maintain relationships with their candidates.
Here are five marketing strategies that HR department can adopt right now—even without hiring a marketing manager for HR department:
Develop a consistent brand voice.
From recruiting talent to sharing the benefits of various employee programs, your messaging should be consistent.
Marketing pros excel in this area, and you can benefit from adopting their strategies
Ensure all benefit plans and job descriptions are consistent across platforms—internal emails should match the messaging on the website, which should emphasize the same key points as your LinkedIn page.
To ensure consistency, first, establish your company culture and determine how you will convey that through various channels.
There’s one caveat: You do need to change your messaging based on your audience, but your brand should have one clear, consistent voice.
Bring all employee programs together in an easy-to-use dashboard.
Marketers initiate various campaigns for each of their initiatives, track results, and modify the campaigns based on metrics that include engagement, conversions, and brand recognition.
But all the campaign results are housed on one central platform-----typically, a customer relationship management tool that integrates with a content management system.
HR directors can utilize similar tools.
This applies to both recruiting campaigns and communications about employee perks and benefits programs.
Including details for all employee programs on one dashboard makes it easy for employees to understand the programs and take advantage of them.
It also makes it easy for HR management to track results.
Be creative when trying to sell a new position.
Create benefit-driven ad copy that is fun to read and reflects your brand.
Take it one step further than the “who, what, when, where, and why” to tell employees and prospects exactly what’s in it for them.
We don’t forget to use a variety of media to reach your audience.
Some people are more likely to engage with video, while others prefer written content or even an audio podcast.
Reports state that conversion rates on recruitment emails reach 40 percent or higher when the email includes a video featuring real employees or some aspect of gamification.
Experiment with new channels and platforms to reach new prospects in exciting ways.
When you’ve focused on that compelling message that will engage and allure your audience, share it across a variety of social media platforms.
While most HR efforts tend to be concentrated on LinkedIn, experiment with new channels to reach a new audience.
Create employee brand advocates.
It’s just a short leap to create brand advocates among your existing employees when you follow the four suggestions above correctly.
In fact, it might even begin to happen on its own.
Your best employees will promote your brand—and talk about what a great place your company is to work—in their own social media networks.
But it doesn’t hurt to give employees some guidance.
Establish social media guidelines for employees so that your brand remains consistent, despite the fact that your team members may develop messaging in their own voices.
You might even consider incentives for employees who successfully recruit others through their personal social media efforts or rewards centered on specific campaigns.
For instance, we might have a “leader board” that tracks the number of followers employees have, and the number of times they tweet about a specific activity.
At the end of the month, the winner might receive a gift card/voucher.