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.

 
  • LinkedIn
  • Facebook

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