Today, efficient personnel marketing is more important than ever, as most companies frequently find positions unfilled due to a lack of trained specialists. Digital personnel marketing therefore holds great significance – also for your company.
Der richtige Personalmarketing-Mix (offline & online digital)
Why is the personnel marketing mix so important?
With the personnel marketing mix, your company becomes an attractive employer brand, which can even lead to gaining more customers as a side effect. Employees in internal personnel marketingandexternal personnel marketing are facing increasingly demanding requirements.
The shortage of skilled workers means that order books cannot be fully filled. Deadlines can also hardly be met, thus initiating a process that every entrepreneur wants to avoid. A kind of downward spiral that can lead to significant problems and is certainly to be classified as existence-threatening, as customers jump ship and move to the competition.
The pressure to fill open positions without delay is therefore more important than ever. If even minor delays occur, the workload of the remaining staff also increases. The increased burden will lead to overtime, and employee dissatisfaction will rise.
Managers must now counteract this! In the future, the problem will not become less significant, as demographic change will continue to lead to fewer university graduates and fewer employees with completed vocational training.
More on this in our detailed article:
Personnel Marketing Agency (internal, external, measures, instruments, mix & employer branding)
The right personnel marketing mix consists of four pillars
The HR marketing mix addresses the areas where the company is lacking. It is about targeted HR marketing measures that will lead to the expected success. There are four factors for this goal: Product, Place, Price, and Promotion, and the associated HR marketing instruments.
Product (Product / Service in the Market)
Every company that uses internal HR marketing or external HR marketing thus intends for a product to be successfully placed in the market. In this case, the company is the respective product. Through employer branding, the company is presented as an attractive employer. HR marketing and employer branding are therefore closely linked.
Place (Place of Action)
In the context of employer branding and HR marketing, Place does not refer to the location of the business premises, but to the vacancy within the company. The management and the employees responsible for recruitment thus deal with the question of which target candidates are important for the respective positions. The requirements should be narrowed down as much as possible so that potential applicants with the desired qualifications can be found. The qualification requirements must be included in the HR marketing measures defined as precisely as possible.
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Price
Optimal pricing (Price) refers not only to the salary expectations of applicants, but also, in terms of personnel marketing, to possible additional benefits. This will make the employer more attractive, especially if points such as overtime and vacation regulations are addressed, or performance-related compensation models and flexible working hours. A personnel marketing agency can define the appropriate components depending on the industry.
Promotion (Advertising & Marketing)
This factor concerns internal personnel marketingandexternal personnel marketing. In this context, an ideal analysis and use of communication channels is a priority, whereby unsuitable channels in the personnel marketing mix are also completely excluded. For the labor market, advertising messages must be defined specifically for a target group.
Conclusion on the right mix
The four pillars of HR marketing (also known as the 4 Ps) are of great importance for your future recruitment of employees. Based on these pillars, the HR department can define the HR marketing instruments and thus use an efficient HR marketing mix to attract the right job candidates.
Among other things, digital HR marketing can increase the attractiveness and, above all, the efficiency of such an HR marketing campaign. Particularly important in this context is an appreciative application process in which the candidate is by no means left alone. Positive experiences from this process will speak for your company.
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