When human resources combine with marketing, we get the RH marketing. At that time, we are no longer talking about a candidate, but of a «customer».
The candidate becomes a client who must be hired and keep your «funnel» or conversion funnel to convert it to a faithful collaborator, ambassador of your business. This is where the marketing of human resources comes into play!
Definition of human resources marketing
Human resources marketing affects all human resources fields as part of the Gpec. It takes into account both human and organizational elements.
Human resources marketing represents all implemented steps attract new candidates or hold the employees already present in your company.
This entails the creation and communication of value with your current and potential employees. All this in order to maintain positive attitudes regarding the company.
Quite simply, HR Marketing uses marketing methods at the service of human resources.
It has three main challenges, that is to say: the employer brand, the recruitment and loyalty of employees. We will approach the rest of the article.
Marketing and brand of the employer of human resources
First of all, you have to define the brand of your employer. To do this, you have to do an internal audit to better understand your values, your practices and the perception of your employees and the public on your business.
Therefore, it is necessary to establish an adequate strategy to improve your employer’s brand. 75% of people looking for work relies on the quality of the employer’s brand before applying And 73 % of 18-35 years are looking for a position through your smartphone Therefore, a strong presence on these platforms is essential.
You absolutely must treat your image on social networks and adapt it to attract as many talents as possible.
You will also be able to reduce costs, since social networks remain much cheaper than a recruitment agency or a boss hunter.
Furthermore, Do not hesitate to organize various events internally and externally To increase visibility and improve your employer’s brand.
You can organize open doors, conventions or competitions that arouse the curiosity of your goal.
You also have to think Highlight environmental and humanitarian events and initiatives To strengthen the image of your organization as part of the company’s social and environmental responsibility.
Incoming recruitment or how to seduce new candidates
Like incoming marketing, Recruitment the inbound or incoming recruitment Aims to attract candidates using an adapted content marketing strategy.
To do this, you will have to create quality content that brings value to your goal.
This concept can be particularly effective in recruiting talents in active work research, but in particular to those in passive research.
The latter will not be influenced by a normal recruitment campaign. So you have the opportunity to reach multiple candidates thanks to the marketing of human resources.
Since it is a question of applying marketing strategies to your incoming recruitment approach, your marketing department is your best friend!
Do not hesitate to ask them for advice. To give you an idea of the type of content you can create, here are some examples:
- Blog articles that refer to CV writing issues or standard questions in the interview
- A guide that explains how to be successful in an interview
- Newsletter where I share advice on work search, etc.
During the recruitment process, you can also reach a PDF file on your business that refers to the key figures, activities, missions, etc.
Another good opportunity to sell the image of your business 😉
When the candidate believes that the company helps him and gives him the resources necessary to be successful, he will make him want to join you even more.
Manage your applications with factorial
With the functionality of the candidates’ monitoring system (ATS), the recruitment process is considerably improved and more talents are attracted!
All this can be made thanks to the factorial, our software for human resources, since it allows you to:
- Create a Career page personalized
- Create Job offers and applications personalized
- Publish your offers on LinkedIn or even from your factorial account e Find all the data of your candidates on the software
- Manage your candidates During the recruitment process and beyond
Employee and human resources marketing experience
To improve your team’s commitment, you need to offer your employees a better experience within your business. So let’s talk «The experience of employees».
This approach aims to put your employees in the center of all your strategic decisions and offer them the best possible experience.
These are Treats the employee as a customer and this from their first contact with your business during recruitment, up to the development of skills.
There are several ways to preserve your employees: quality of life at work, personal and professional balance or career development prospects.
We note that these initiatives all have a common point: Make sure employees feel good in your business!
In fact, if you optimize well -being at work, your employees want to stay. Also, don’t forget to do it Enhance your employees’s ability and highlight them. This will motivate them even more.
Another way to keep your talents is D‘Adopts the technology necessary to improve their «employees’ experience».
In this sense, the human resources management software is the ideal tool to involve employees and at the same time free yourself from redundant activities.
The human resources management software is collaborative and therefore accessible by the Department of Human Resources and the rest of the employees. The employee has access to different characteristics: he can consult his holidays without delay, send his working hours, send a request for absence and follow his validation, etc.
The autonomy and empowerment that derive from this independence mean that the collaborator feels appreciated and confident, which increases his loyalty and motivation.
Improve your experience as an employee with factorial!
The software for human resources, as a factorial, offers you a better employee experience. Thanks to Functionality of the HR portalYour employees have the opportunity to:
- Ask Holidays and absences
- Presents your own working hour
- Access all theirs Personal information
- Manage theirs documents (Pays sheets, contracts, etc.)
- Remain informed All events corporate
They also have more flexibility thanks toMobile application In fact. The perfect recipe for an improved «employee experience»!
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