Marketers have one major objective: enticing consumers to engage in desired behaviors. Successful marketing professionals can get people to purchase, enroll, or share information with their friends through a variety of channels. It’s no different with Human Resources. HR professionals are also trying to get people to behave in desired ways, whether it’s applying for open positions, engaging and collaborating with one another, or cultivating a company’s culture.
As millennials continue to enter the workplace, HR professionals need to adapt how they are attracting and engaging with their new workforce. One of the most powerful ways to do this is by adopting some of the same techniques marketers use. Here are a few ways to be a marketing-minded recruiter:
Gone are the days of stale job postings. With lower unemployment rates and more desirable jobs out there, today’s HR professionals must position their company as an employer of choice. The first way to do that is by giving your organization’s job advertisements a makeover. Use creative images and punch up the language in your descriptions to create interest and drive the most qualified candidates to your opening. Also, social media platforms such as Facebook, LinkedIn, and Twitter are becoming more viable, and even preferred options for sourcing qualified candidates. If you aren’t using these platforms, create your company’s profiles today.
The term “employer branding” was first introduced by Simon Barrow and Tim Ambler in the Journal of Brand Management in December 1996. It became the first academic paper to “test the application of brand management techniques to human resource management.” Your employer brand is essentially your organization’s reputation as a great (or not so great) place to work. Author and consultant Bob Kelleher encourages his clients to use three questions when working to identify their company brand:
- Why do people stay with your company?
- Why do people want to work for your company?
- Who are your stars; what are the common behaviors and traits that your stars possess?
Establish your company’s employer brand, and you will be much better equipped to recruit, hire, and retain the right staff members.
Marketers know that one of their best resources for growing business is through referrals. Consumer feedback and recommendations are valuable and affordable ways to promote a company’s products and services. The best HR professionals should also lean on their most valuable players to provide great referrals for top candidates and profitable customer leads. These MVPs are your Employee Ambassadors. Employee Ambassadors can also help position the company as an employer of choice through their own social media accounts. By allowing your employees to tweet, post, and blog about your company, you open the door for hundreds, if not thousands, of new business contacts, customers, and job candidates. You also foster a culture of autonomy and trust in your staff that will lead to better engagement and retention.