HUMAN RESOURCES SECTOR

MARKETING

• 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.