Glassdoor reports that 86% of job seekers are likely to research company reviews and ratings when deciding where to apply for a job. If a potential employee looks up your company, what kind of reviews or ratings do you think they'd find? Would they find glowing reviews of a thriving company culture or negative reviews of a toxic work environment?
Candidates’ perception of your business can make or break your chances of attracting top talent. Given how competitive the talent market is, simply saying you have a great company culture isn't enough. Top candidates are looking for proof. This is why you need HR marketing.
What is HR Marketing?
HR marketing is the practice of using marketing strategies and techniques to promote a company as a desirable employer. It essentially involves creating a positive image of your company as a workplace in order to attract and retain top talent.
HR marketing goes beyond traditional job postings. It's a strategic approach to showcasing your company as a desirable workplace, using the same methods you would to market a product or service. It involves crafting a compelling narrative about your company culture, employee experience, and unique offerings. This narrative isn't just a static bunch of words on your careers page. It's dynamic content – videos, social media posts, blog articles – that embodies your company's true culture.
Key Aspects of HR Marketing
HR marketing encompasses a variety of strategies used to attract and retain top talent. Here's a breakdown of the key aspects:
1. Employer Branding
Employer branding is positioning your company as an employer of choice. It’s all about crafting a story that tells potential employees why your company would be a great place for them to work. It highlights your company culture, values and employee experience.
Do you prioritize collaboration, innovation, and work-life balance? What principles guide your company's decisions and actions? Do you emphasize sustainability, social responsibility, or constant learning? What's it like to work at your company on a daily basis? Do you offer professional development opportunities, a strong sense of community, or flexible work arrangements? These are some questions you answer with your branding.
2. Recruitment Marketing
Recruitment marketing aims to attract qualified candidates for open positions by promoting job openings and showcasing your company culture through job boards, social media, and career fairs. However, this is only a part of your HR marketing strategy. When you post job ads, potential employees will likely research your company, which is where your employer branding comes into play. If they find appealing information about your company, your chances of hiring top talent increase.
3. Employee Advocacy
This is an important aspect of your HR marketing strategy and here’s why: people believe real employees more than fancy ads. So if on your website and on the job board, you claim that your business is the best, and reviews from your current employees match what you say, you’ve nailed your HR marketing. But if there's a gap between what you advertise and what employees say, it can hurt your reputation. It’s like marketing but in this case your employees are your customers.
Why HR Marketing is Important for Businesses
If you’re not investing in HR marketing, you’re running the risk of falling behind your competitors. Here are some compelling reasons why your business should invest in HR marketing:
1. Attract Top Talent in a Competitive Market
A strong employer brand positions your company favorably and makes it easier for you to attract highly qualified candidates. In today's job market, with lots of qualified people competing for jobs, having a great reputation as a workplace can be the reason someone picks your company over another, even if the pay and benefits are similar.
Effective HR marketing lets you target the right kind of people for your company by highlighting what makes you unique. This means you get better applicants overall, making it easier to find the perfect person to fill the position.
2. Reduce Recruitment Costs
A strong employer brand can help you source qualified candidates organically, through your website, social media presence, and employee referrals. This can lessen your dependence on expensive recruitment agencies or job boards that charge high fees for placements.
When you attract the right candidates, the interview and selection process becomes more efficient. Qualified individuals are more likely to move through the interview stages quickly, reducing the time it takes to fill the position and the associated costs like temporary staffing solutions.
3. Improve Employee Retention
A positive employer brand fosters a happy and engaged workforce. This reduces employee turnover, which is a significant cost for businesses. The cost of recruiting, onboarding, and training a new employee can be substantial, so retaining your existing talent saves money in the long run.
Satisfied employees who feel valued by your company are more likely to become brand ambassadors. Their positive word-of-mouth recommendations can significantly enhance your employer brand and attract even more talented individuals.
4. Enhance Your Overall Brand Reputation
A strong employer brand isn't just about attracting talent; it can also positively impact your overall company image and reputation. When people see your company as a desirable place to work, it reflects well on your brand perception.
A positive employer brand can also be attractive to investors and potential business partners. They may be more likely to collaborate with a company known for its positive work environment and commitment to its employees.
Conclusion
HR marketing allows you to demonstrate your unique work environment, not just describe it. You're telling your story in a way that resonates with top talent. You're not just making claims, you're giving candidates a glimpse into what it's really like to work at your company, and ultimately, attracting and retaining the best people for your team.
If you're unsure how to start your branding journey, consider partnering with The Mission. We offer more than just essential services and solutions for rapid and effective business growth. We have a wealth of experience and deep understanding of the human resources field.
The Mission is ready to assist in addressing any difficulties or issues related to HR that your business may encounter. Reach out to us for more information about our range of services.