What HR can learn from Marketing

What HR can learn from Marketing

The best marketing strategies can be easily applied in recruitment and employee engagement

With the evolving role and major importance of the HR function in contemporary business models, modern HR managers have learnt to be equipped with both their job-specific and transversal competencies that surpass the “strictly-HR” skillset as it was seen in previous decades. Nowadays, HR is more than that: human resources specialists are expected to devise well-planned campaigns in frames of the so-called recruitment marketing. As a result, that brings to the company superior candidate quality, a constant flow of suitable applicants, and a more solid employer brand. Evidently, this goes far beyond “simple” hiring for urgent job openings at hand. This approach means a blend of techniques and appropriation of best marketing practices by the HR world.

Borrowing the knowledge from marketing

According to Aptitude Research founder Madeline Laurano, “companies are becoming more strategic in the way that they think about recruiting which is under increasing pressure from the business to make sure that talent acquisition is driving the right kind of hire”. In fact, skilful, high-potential, culturally fitting talent is a powerful source of competitive advantage for any business, and recruitment marketing grants companies with the ability to attract the best. As a matter of fact, recruiting teams have been actively grasping marketing skills to stay competitive in the changing hiring scene.

Recruitment marketing encompasses all tools and strategies that support HR managers in engaging with potential talent before they apply for a job. In practice, hiring specialists convey the value of working for their employer by using various marketing instruments. Instead of selling and marketing to clients, HR managers are selling and marketing to employees. Moreover, these techniques could be applied not only to recruitment, but also to employee engagement and retention, L&D, and other HR practices.

Here are some examples of how to use marketing tools and approaches in modern human resources:

  • Market the company: tell the Story of what makes you special

People love stories: they make them feel connected and engaged. It has always functioned greatly in marketing and advertising. Recruitment is no different: hiring professionals need to present the company in the most compelling way. And storytelling is the best strategy to do so: “in recruitment, it scored particularly high when the companies understood the importance of eliciting inspiration and building a bridge towards a deeper company-candidate relationship. At the recruiting stage people respond to what is called an employment story – a narrative that allows them to take a look at what life as your employee would be like. Crafting an impactful, well-written story allows recruiters to raise the level of emotional connection with the candidates and eventually to put the ball in their court: to stimulate applications”. Place your current employees in the centre of your story, add photos, testimonials, make them your brand ambassadors. Build carefully your employee value proposition, describe the perks of being employed at your enterprise.

And do not forget to market the job opening itself. “Be proactive about filling the position, make a compelling hiring video or a unique career site. The wider you cast your net, the more likely you’ll find the ideal candidate”, – recommends ERE media.

  • Put into use the “customer journey” concept:

Similar to customers in marketing, your applicants go through a funnel. First comes basic awareness, then familiarization with your company and job offering based on the information you share. What goes next are the job interview and, eventually, the offer evaluation. The perfect ending of the conversion – employee loyalty and tenure. You can enhance the candidate experience by guaranteeing that every step of the process is burden free and informative enough to let the candidates navigate easily through the customer journey touchpoints.

  • Optimize your job ad, SEO-friendliness is key:

To structure your job posting in a SEO-friendly way, identify which phrases are really important for the job description and which terms might a job seeker type in his/her search to find a job similar to yours. Before coming to conclusions, brainstorm with your colleagues, consult competitors’ listings, go through free keyword research tools online to broaden the list of possible keywords. Your job ad phrasing must be very specific: avoid general position names, narrow down your scope. It could be useful to insert location-specific terms (lots of job seekers type location together with a desired job title), industry-specific words (perhaps, there are some kinds of software, working tools, or acronyms that are important to highlight), alternative job titles (think of other words with which people may describe the same type of position). The better you understand how to describe your role and which skills are you really looking for, the easier it will be to find a matching candidate with a right background.

To facilitate this matching process between the ad and the perfect candidate on target, the technology comes under the spotlight. For example, Jobrapido does it with Programmatic Recruitment and its Smart Intuition TechnologyTM – a solution combining taxonomy and AI – to automatically match vacancy and job seeker to provide best candidates in target, on demand, and best targeted vacancies to jobseekers. If you are an HR professional in need of excellent targeted candidates, visit our website to explore the best options from Jobrapido, the world’s top job search engine.

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