4 ways to optimize your HR Marketing

Just as a brand (marketing or product) has an effect on customer behavior, employer branding is the image that a company reflects to its current and potential employees. It is just as important for the life of a company. The aim of HR marketing is to strengthen a company's reputation as much as possible. It can be defined succinctly as a strategy aimed at optimizing a company's image and candidate experience by meeting the needs of your target. For more detailed information on HR marketing and how it works, go to our article: What is HR Marketing?

How to optimize your HR marketing?

1. Think Transformation, not Transaction.

2. Pamper your candidates and employees.

3. Encourage skills development.

4. Transform your employees into ambassadors.

1. Think Transformation, not Transaction

The key point of HR marketing is the behaviors and expectations of candidates. Now, the candidate's journey takes place mainly online. Your recruitment strategy must therefore adapt.

Inbound recruiting strategies enable transformation with the long-term advantage of recognizing your employer brand. This means less pressure on recruiters and fewer costs per candidate.

However, we are not saying that it will be easy. First, start the conversation with your team today about how you can leverage web and mobile, with HR programmatics for example. Then, identify an area that you think your team can have an impact on and get started!

Having a good exchange is essential, but it does not allow you to see the abilities of a candidate. Another method is to have him interact with current teams through simulations of future missions, for example a call for tenders. In this way, you turn the interview into a real opportunity for the candidate to prove themselves. Let them show you - not tell you - what they are capable of and you may just get a few surprises.

In addition, involving them in the recruitment of their future colleagues will facilitate the arrival and integration of these newcomers.

2. Pamper your candidates and employees

Innovation has become one of the main components of recruitment: from the interview by video deferred to gamified integration. But also think about innovation within your premises to attract candidates.

For example, a warm welcome indicates that your business is unique and welcoming. Even better, it's a sign that your team hasn't forgotten the experience it provides.

The welcome received is both the first and the last thing candidates will experience during their visits.

This sets the tone for the experience on the day of the interview and is a final point of contact, don't overlook it.

3. Encourage skills development

Don't skimp on the development of your employees. Candidates are looking for opportunities to be trained. Do not hesitate to ask them to make them feel that you care about them.

Remember that your hires aren't at their peak right from the start; if you invest in developing their skills, you're more likely to win their loyalty and differentiate yourself from your competitors. To do this, identify the basic skills of employees in order to offer them the most appropriate training.

You can simply set up online training courses in order to develop employee skills with certifications that fill the gaps and engage workers.

4. Transform your employees into ambassadors

Who could be better ambassadors for your company than your employees?

Identify your biggest internal “fans” and collaborate with them to add a touch of humanity and character to your employer brand.

Heineken, for example, has invested in an employee-focused brand strategy with its interactive recruitment campaign Go Places. After a series of 12 questions where the candidate has between 3 and 5 seconds to answer, he is welcomed by company employees who tell their story in a festive and relaxed atmosphere.

This campaign reflects the values of the employer brand built around the product.

To generate the same level of authenticity, but with a more reasonable time frame and budget, simply add posts from your collaborators to your editorial calendar.

Consider promoting the stories of your employees on your company blog or on your career page and invite them to take control of your company's official accounts in order to tell about their daily lives.

Likewise, let your employees speak out on social networks to optimize your digital communication, it is important to make them aware of the importance of their presence in these spaces, as much for them as for your company. You can also invite them to produce content for the company blog. By being fully involved in your communication, they will want to better manage their e-reputation, while managing yours!

To encompass and master these 4 methods, you can also invest in an HR marketing platform.

Do you think your employer brand strategy is solid? The chances that a few adjustments will be needed to meet today's expectations are high. Whether or not you are ready to hire someone to manage it, get support to promote your employer brand effectively with theSeeqle HR programmatic tool.

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