The skills shortage is getting worse and it is becoming more difficult to attract qualified workers as there is a lot of competition between employers. To find committed employees and stand out from the competition, HR marketing can be the right strategy. It gives you the opportunity to find more suitable applicants for your vacancies and ultimately fill them in the long term.
HR (human resources) marketing, also known as personnel marketing, is concerned with retaining your staff internally and externally or recruiting new ones. Internal HR marketing is about motivating staff so that long-term and qualified cooperation is promoted. External HR marketing showcases the attractiveness of the company in order to fill vacancies. HR marketing is therefore the marketing of the company or employer with employees as the target group.
Before good HR marketing can be carried out, it is important that you as a company have established a mission statement and know what advantages you bring to the table compared to other companies. Once this is known, there are various strategies for carrying out successful HR marketing.
In this article, you will learn about various measures that can help you attract employees to your organization or company.
Your website
Let's start with your website. It's safe to say that all seriously interested applicants visit your website. That's why it's important to make it clear and appealing . Make sure you give an insight into the company's values and goals, as well as an overview of the most important benefits.
Also present relevant teams and their tasks to give visitors to the website an idea of the working environment. The aim is to give potential applicants a positive and future-oriented image of your company and to arouse their anticipation of working with you.
Video content
Videos are an effective HR marketing strategy. With videos, you can also optimally address a younger target group and at the same time represent your company in the truest sense of the word. Especially if you make videos with your own employees, this conveys authenticity and openness. They can be explanatory videos, humorous, short videos/reels, e.g. for Instagram, or a documentary video about your company, branches or business units. All these impressions bring out the best sides of your company and convey the "vibe" of your company better than a text ever can.
Social Ads
Building on your web presence and video content, you have the opportunity to post your company's content and, of course, job advertisements on social media channels. Here it is advantageous to use paid ads with which you can address potential employees in a targeted manner.
Which channel is suitable for this depends on the target group and where they are located.
Meta (Facebook, Instagram), for example, is a good choice here: With brand campaigns, you can optimally convey the personality of your brand, show yourself at your best and build a connection between your target employee group and your company.
LinkedIn and social advocacy
LinkedIn is the place to search for jobs and employees these days. For effective HR marketing, a well-stocked LinkedIn page is a must. You showcase your job offers here and naturally want the right prospects to discover you and respond to them.
LinkedIn connects companies with the right job seekers based on their details in your account. Effective employer branding is important to impress job seekers. In addition to presenting the company's goals and benefits for employees, this primarily involves documenting working life at your company. This gives potential employees a relevant insight and promotes interest in your job offer. Here are a few possibilities that LinkedIn offers for your HR marketing:
- Motivate your employees to create a profile themselves and share posts from your company account, for example. Colleagues who are more active on social media also like to share activities, seminars or simply talk about their day-to-day work. This shows that your current employees are satisfied with you as an employer. Especially on LinkedIn, this can be a decisive factor in attracting competent job seekers, given the mass of offers. We will take a closer look at the related topic of "social advocacy" in a future blog.
- Another important point is that you have a variety of targeting options on LinkedIn, the world's largest professional network. For some jobs, there are certain ideas about who is qualified for them. LinkedIn offers you the opportunity to specifically reach people who match your criteria. This can relate to the necessary education, degree, language skills or geographical factors. This allows you to find suitable applicants more quickly.
- The placement on LinkedIn is important. You can run a wide variety of campaigns to achieve your personal goal. It is important to choose the right formats . You can choose between text ads, video or spotlight ads. With the latter, as with all other formats, the ad is displayed based on the defined target group (demographics, job title, etc.).
The only difference to the other formats is that the profile picture of the respective user is displayed next to your own company logo in the ad so that it looks like a "match".
Conclusion
There are many other strategies for effective HR marketing, but it can be summarized from the above points that a well-maintained website and constant representation of the company are key. Involving employees in particular can be very helpful.
Good HR marketing does not start externally, but internally within your company.
Don't just look after future employees, but also maintain existing employee relationships. This will enable you to conduct effective HR marketing and attract new employees.
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