Marketing and human resources (HR) are two very different functions that are rarely intertwined. However, they are on both sides of the spectrum of an organization’s day-to-day operations.
While human resource management looks inward to get the most out of an organization’s workforce, marketing must position the organization globally and create connections. However, both departments have a common core that all organizations can benefit from: they are people-oriented processes. Proven marketing principles can strengthen HR initiatives in your organization.
Here are five essential marketing lessons to help you unlock the hidden potential of modern HR management and build a strong, universal employer brand.
Employer Branding: A Powerful Marketing Tool
Just as a consumer brand is designed to reach potential customers and present it as a viable solution, the employing brand can achieve similar goals in attracting talent. In addition, the employer’s consistent branding demonstrates commitment and positions you as a positive and valued employer. These are the components of employer branding you should focus on when marketing HR
- A careers page: the company’s official website acts as the organization’s virtual headquarters. Although a career page is an intrinsic part of any business website that many organizations don’t use. This is an opportunity to speak directly to existing and potential employees.
- Workplace – Employees spend most of their time in the workplace. While telecommuting is a priority today, exemplifying the inherent work culture, both at home and in the office, can be a critical factor in turning suitable candidates into employees.
- Branding on social networks: communication with employees is integrated with their digital identity. The way you talk to employees and future employees sets the tone for what’s to come. By showing what happens behind the scenes, contact with people becomes more authentic.
- Business Opportunities – Business opportunities are an essential part of the internal HR brand. They offer a dual opportunity to demonstrate a commitment to social welfare and the general working environment for job seekers.
For example, the Airbnb careers page is a great overview of your work for the company. With great photos, concise messages, a clear reference to employee benefits, and a clear demonstration of its employees’ mission and values, Airbnb does an excellent job of reflecting on the seriousness and dedication of one of its most important assets: the people. The simplicity of the careers page is an excellent example of how an organization can do a lot with less to make the work culture speak.
Ideal candidates are your target audience
Most marketers will tell you that speaking to consumers through their voice is an important aspect of communication. Reaching the right people is a matter of understanding their needs. To solve customer problems, you must first find them where they are.
- Satisfaction Analysis: To reach the right talent pool, you must fully understand the issues you are solving. The key to attracting the right profiles is to extend the essential requirements and skills of a job to the right people.
- Job Descriptions – Writing compelling job descriptions is like writing a creative resume: it should contain the expected results, attitudes, and parameters that inform and inspire candidates to get involved in the application process.
- User experience: Attracting the right talent is just the beginning. You need to ensure candidates take a smooth, relevant, and valuable candidate user journey.
Design a user experience – for your employees
Employee experience, like customer experience, is the foundation of business growth. As a result, organizations are also becoming more involved in improving the user journey throughout the employee lifecycle.
From technology that improves productivity to more successful collaboration, from functional workplace structures to human manageability, everything that makes it easier for an employee to do their job well is the employee experience. As soon as your product or service solves a problem, you need to find a way to engage employees in adding value and how you, as an organization, enable a two-way solution.
Expand the correct values
As a company, your ultimate goal is to solve a customer’s problem. It is one of the pillars of consumer loyalty.
Marketing thrives on identifying and satisfying the consumer’s closest need. Likewise, HR needs to identify what employees are most looking for in their jobs. Employees who are valued and recognized for their products work better and stay longer. It’s not a coincidence.
By focusing on the big picture, HR policies can be aligned in the short term to increase employee engagement and loyalty.
Technology is your friend
Marketing is an ongoing journey that uses the religion of technology to promote your success. The exact measure of better marketing is the willingness to monitor, test, analyze and change a campaign or maximize results.
Another marketing lesson that HR can inspire is the ability to stay connected with consumers. Working with a two-way communication line with employees is even easier than working with consumers. But keeping people engaged and excited is the real challenge HR marketing can learn from technology.
Marketing recruiting services may be a new area of human resources, but they are important. With the pace of change in the business world, the experience of people, both internal and external, is becoming a vital driver of business results. As a result, HR leaders who want to step in and adapt to their changing roles as strategic advisors must take advantage of the intersection of marketing and HR principles.