What Marketing Can Teach Human Resources

October 10, 2016

In Recruitment and Employer Brand


Like marketers, human resources professionals must seek to attract and retain their targets. Competition can be fierce, and it becomes necessary to be creative to attract and retain their target. If you want to attract/keep the best talents in your industry, you must take care of your organization’s brand and improve your internal communications. Strategic communication skills become essential to help you achieve the desired level of employee engagement. Here are some lessons learned from marketing to help you make your organization a highly coveted workplace!

1. Analyze the current situation

Good marketers know how to ask the right questions before developing a marketing strategy. Like them, you need to understand your needs in order to steer your goals in the right direction. What talents do you currently have within your organization? Do their skills match your short, medium, and long-term needs? What is your turnover rate? What efforts are you putting in place to retain and keep your employees? Are your employees happy? Consider surveying your employees to find answers to questions that seem less obvious to you. It may also be advisable to consult experts who can guide you through this crucial step.

2. Define your value proposition

In marketing, you must position yourself in a market and put forward a competitive value proposition to gain shares. In human resources, you also need to determine your playground and formulate an employee value proposition that is aligned with your business objectives. Ask yourself on which fronts you want to position yourself and determine the benefits that make or will make your organization the best place to work in this market. Advantages can be in terms of the nature of projects, flexibility of schedules, advancement possibilities, continuing education, etc.

3. Identify your targets

What new skills are you looking to include in your service offering? In the same way marketers identify the profile of their clientele, gather as much detail as possible about the candidates you are looking to recruit. The more you know about these talents, the more you will be able to communicate with them.

4. Establish S.M.A.R.T. objectives

Once you understand your needs and define your target audience, you can set Specific, Measurable, Attainable, Realistic and Time-bound goals. Remember that your HR goals need to be aligned with your business goals. Do you want to reduce the turnover rate of your workforce by 25% within six months? Recruit five new digital talents to better respond to growing demand from your customers? Or hire three new talents with more experience to strengthen your teams within three months?

5. Choose appropriate communication channels

Good marketers get to know their target so they can better communicate with them. If the talents you are looking to hire are aged 30 to 35 and passionate about new technologies, try a recruitment campaign on social media, for example. When it comes to internal communication, it is essential to set up a central communication channel where you can broadcast all your important messages.

6.Measure the success of your initiatives

Back to square one: when your campaigns have ended, measure their success through a survey or observe the quantitative data. This will allow you to better understand your target and your needs and to guide your next steps.

Do you want support to create a recruitment or recognition program within your organization? Call on experts who will be able to advise you and set up a tailor-made program that suits your needs perfectly.

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