HR marketing is the application of marketing measures to future as well as existing employees. Companies must put themselves in the position of their employees and perceive them as customers and not just as workers. The aim is to convince, motivate and retain new candidates as well as existing employees in the long term.
External HR marketing
Smaller start-ups and SMEs have to actively look for employees, as they do not yet have a high profile compared to larger companies. They can use this to their advantage, as it can be used to build up new employees’ idea of the company in a target-oriented way, which, in turn, allows you to be more flexible and meet the desired terms of employment.
Without unsolicited applications, however, all the more active recruiting is required. The advantage of this is that it allows you to approach specific applicants.
Possible marketing tools:
· Classic job advertisements
· Creative social media ideas
· Recruitment at universities
· Network of the existing team
· The company’s marketing channels
Internal HR marketing
Compared to external HR marketing, which focuses on public image and new recruitment, internal HR marketing aims at the long-term retention of employees and their increased performance.
In order to bind employees to the company, the corporate culture and values must be communicated clearly and successfully. To build motivation in the long term, intangible incentives and not only material rewards need to be promoted. By creating multiple roles and investing in staff, long-term relationships can be built.
Possible measures:
· Open corporate culture
· Creative freedom for employees
· Socially beneficial measures (working hours, family life)
· Versatile work areas
· Material rewards
