Today, a mere job advertisement is no longer enough to attract new applications. Talents are a rarity in the job market and are fought over – whoever offers the better deal gets the skilled worker. However, it is not so easy to attract attention in the first place. In some industries, the shortage of candidates is more noticeable; a glance at the health and care sector or technical professions is enough to confirm this. In this case, it makes sense to use the services of a personnel marketing agency.
Personnel Marketing Agency (internal, external, measures, instruments, mix & employer branding)
What is personnel marketing and what goals do I achieve with which measures and instruments?
Classic marketing is about promoting both services and products with the aim of increasing sales and profit. Personnel marketing is different; here, the employer focuses on their role and on reaching potential employees and binding them to the company.
For external personnel marketing to work, a distinctive employer brand is needed. This already ensures that the working atmosphere changes, and current employees are motivated by it, while new incentives are created that make the employer attractive.
A personnel marketing agency like ours supports you in positioning yourself as an interesting employer and attracting new qualified applicants based on your reputation alone. The methods used by a personnel marketing agency vary depending on the industry.
The measures thus aim in two directions:
- inward: retaining existing employees in the company
- outward: attracting and winning over qualified applicants
This results in three important functions through personnel marketing:
- Applicants and employees become aware of the company’s attractiveness
- Existing employees are motivated (they stay with the company and communicate this externally)
- Recruiting new employees – easier, more straightforward, and faster than ever.
If you, as an employer, actively use personnel marketing, you take over the communication between applicants and current employees. You will thereby strengthen the brand within the target group and achieve the defined goals with the personnel marketing measures.
What does a personnel marketing agency do?
As a personnel marketing agency, the first step is to consider what would be most important to a potential applicant in the industry. These factors can then be used to develop a personnel marketing campaign or a personnel marketing concept. The company’s values are at the forefront. This ensures that only those individuals who are in tune with these values or can actively imagine working together will apply.
The concept of personnel marketing is a type of strategy comparable to an image campaign. The employer brand is brought closer to the target group, and through appropriate positioning, an attractive employer is created. A prerequisite for this is the selection of the right media and advertising materials.
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The „development of personnel marketing“ primarily focuses on optimizing the career page on the internet and, if necessary, also takes care of creating its own talent pool. Furthermore, informative postings are created on social media to identify the right candidates.
All these elements are important because they support you as an employer in creating the right „candidate experience.“ However, a simple subpage is often not enough for this. It must be adapted to the target group, and this is what distinguishes a personnel marketing agency. Additionally, personnel marketing measures can be created for apprentices or trade fairs.
Find & Retain Employees (Internal Goal)
Internal HR marketing is defined with the goal of binding employees to the company long-term and emotionally. The needs of the employees are thereby brought into focus. This further motivates employees, making them happy to come to work every day, which has a very positive effect on productivity. Additionally, these employees will not consider looking for another job.
If the internal corporate culture is excellent, then the public perception will also take notice. This is one of the many reasons why internal HR marketing should by no means be neglected. To help you implement this successfully, we have summarized examples of such HR marketing strategies here:
- Open corporate culture
- Pleasant corporate climate
- Creation of additional areas of responsibility
- Transparent communication
- Material rewards for employees
- Career opportunities
- Offers for education and training
- Measures to promote family-friendliness
Strengthen employer brand (external goal)
The main goal here is to find qualified applicants who then want to work for the company in the long term. Examples of external personnel marketing measures or instruments include the following:
- Creation of a positive application process
- Increasing the attractiveness of the company
- Building a company-specific talent pool
- Formulation, placement and development of entry-level offers
This results in significant advantages:
- Recruiting costs are permanently reduced
- Company awareness increases
Qualified applicants are reached through modern methods, instruments, and the right personnel marketing mix
Depending on the focus, it is quickly possible to receive the first qualified applicants for one of the advertised positions in the company. As an employer, you will notice that the new applications have a completely different quality than those resulting from classic measures such as job advertisements in newspapers.
As an agency for personnel marketing using modern methods, we have the opportunity to place targeted advertisements on social media. Social media personnel marketing (or explicitly Facebook personnel marketing) is one of the most successful measures that can be implemented in this context.
Social media in personnel marketing also requires an attractive landing page where potential employees can apply. This page must correspond to the target group, be uncomplicated, and convey the company’s values.
What you need as an employer or should commission:
- A clear personnel marketing strategy
- Identify effective personnel marketing measures
- Define personnel marketing instruments and focus on them
- Personnel marketing social media: Which platforms to choose? (Facebook, LinkedIn, …)
Florian Ibe
CEO & Marketing Consultant
Your contact person: Florian Ibe
DE
