HR marketing and the new way to position yourself as a company
Marketing managers today have new ways to attract applicants to their companies. Exciting techniques of modern lead marketing are applied. Read here how to set up modern applicant campaigns that will also inspire your HR department. Personnel marketing on a new level. Here are 4 tips from the Evernine Group for your new recruitment strategy.
Many companies are currently desperately seeking new qualified employees. The word “shortage of skilled workers” is omnipresent and almost overused, and with good reason, because acquiring new personnel today seems to be harder than ever. There are certainly many reasons that have led to this change, and addressing them has become indispensable. Knowledge about applicants and their behaviour can bring competitive advantages for companies, because from this knowledge new ways can be derived to optimally address applicants today.
1. Treat your HR campaign like a lead campaign
Define the USPs of your company and derive claims for applicants from them. Assume that applicants are “leads” for your company and that you need to attract their attention. Job seekers receive a lot of input from many sides. Stand out from the crowd and give your company a digital face that the applicant can keep in mind.
2. Work with landing pages and a well conceived customer journey
To increase your reach, no longer just use the classic channels and job portals such as Indeed or Stepstone, but rely on a mix of native advertising, publishing and social media marketing to guide your target group to your pages with a sophisticated customer journey. Potentially and demonstrably interested new colleagues can be additionally alluded to via retargeting measures, e.g. a landing page that provides a direct link to the upload of application documents. Of course, this approach does not only work via retargeting. Different landing pages should also be tested within the upstream channels from the omnichannel mix in order to pick up the applicant at the right place in the funnel.
3. Use these tricks to turn the boring search for applicants into an exciting experience
Many companies create image videos that give a nice first impression of the potential new work environment, but this alone is often not enough. Because if no applicant comes to your site, the effect of the video is wasted. In addition to the option of making the application process as easy as possible online, you should also provide applicants with assets (CTA) that can be used as a “bonus” to the application.
Be creative and offer your applicants real added value on your site, just like a lead campaign does. So how do you manage to give the applicant added value that goes beyond the submission of the application? The solution could be an assessment, e.g. What position would a submitted CV be attributed to? This means that when the applicant submits his or her application and CV, he or she is provided with a possible position and salary grade. Another idea, an online questionnaire, in which the applicant is ranked in comparison to other applicants – a benchmark, so to speak. Such a campaign can be wonderfully marketed and makes people want to work for your company.
In principle, such promotions can also be linked by means of an HR software solution such as Personio or rexx systems, as the data entered by the applicants can also be classified there.
The bottom line is that your assessment is now like a landing page on which a digital campaign can be played out.
4. Lead campaign instead of standardized applicant search
You as a marketing manager can now take the human resources department by the hand. You might be asking yourself why you should do that? First and foremost, everyone benefits when the personnel situation relaxes and new colleagues in the various departments bring in a breath of fresh air. Secondly, both departments bring important expertise with them: The HR department has the knowledge of how to deal with applicants, whereas you as a marketing manager have the experience in digital marketing and lead generation. In this way, two parts of a company come together that have the concentrated competence to form a strong team and thus strengthen the company. This creates an additional option for your company to attract applicants.
Strengthen your company from the inside and out
Companies are obliged to deal with the topic of HR marketing in this agile era. Today’s applications are mainly digital – so don’t miss this opportunity. HR marketing means convincing the outside world, strengthening your company from the inside and making your brand unmistakable.
External HR marketing serves to attract applicants – i.e. to increase the visible attractiveness as an employer and to establish contact with the young professionals while keeping costs as manageable as possible.
“As an innovative communications consultancy with unique approaches in HR marketing, we at Evernine Group develop digital strategies that sharpen your company profile, firstly to identify the USPs of your company and secondly to bring these USPs into the market in a goal-oriented manner and thus to suitable applicants. Do not wait for the applicants to come to you. Become active and speak to us on the subject, we will be happy to advise you on individual HR marketing strategies,” says Eva Mickler, campaign manager at Evernine.
Image Source: iStock / nd3000.