Organisations using recruitment companies
like Webrecruit (http://www.webrecruit.co.uk)
are usually aware of the importance of their customer brand to the fulfilment
of their firm’s potential. What they might not be so aware of, is the value of
marketing techniques to HR managers as they attempt to attract candidates to
join and stay with their company.
Any company is, after all,
its people, with customers only experiencing the value that brands have to
offer through the efforts of that company’s employees. A marketing mind set and
skills set needs to be instilled into a firm’s staff recruitment so
that there is no disconnect between the brand and employee. Brand values need
to manifest in a company’s recruitment, onboarding, development and retention.
There is therefore a need
for core marketing capabilities to be incorporated into a firm’s HR function,
encompassing strategic planning, insight and employer brand engagement. You
need to build an employer brand just as much as a customer one, seeing your
candidates as “customers” themselves and creating a relevant and distinctive
brand that helps to create value for those customers. HR is as valuable to
marketing as marketing is to HR.
Strong brands attract top
candidates, and instil in present employees a sense of pride, motivating them
to deliver their best work. Much as customers want to be able to trust a brand
and believe in its values – with loyalty being more likely if they do – so HR
managers can benefit from communicating a strong Employee Value Proposition
(EVP), with values to which their target candidates subscribe.
A company’s people – both
employees and customers – need to be carefully considered as part of the
marketing mix, and a reputation is something that every individual and
organisation has. HR contributes positively to a company’s reputation by
creating an employment proposition and giving candidates a favourable
impression of the career opportunity, pay, employability, commitment and
security that the firm offers.
The creation of a powerful
Employer Brand therefore contributes to a company’s wider reputation management
when it is consistent with the recruiter’s other branding activities. A strong
Employer Brand may be invaluable in the attraction, retention and engagement of
high-value employees, but it also aligns a firm’s employees with its brand,
aiding its marketing goals.
This allows firms to recruit staff that know
and embrace the values for which the company stands. According to research by
the University of Amsterdam, the recruitment of a brand-oriented workforce
ultimately boosts a company’s financial results, turnover and growth.
The conversion of HR into HR
marketing starts with traditional HR questions like “what kind of people would
you like to attract?” This is followed by segmentation, targeting and
positioning, before a high value relationship is established with candidates
via more traditional marketing methods.
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