HR Marketing Guide:
Types, Tools, and Strategy Examples
30.10.2024
If HR and marketing were once two separate worlds, today, they are closely intertwined, creating a synergy that helps businesses grow. Despite their distinct roles – HR focuses on managing employees, and marketing aims to attract new clients – both departments share a common goal: creating a positive customer experience. Whether it's a customer, a candidate, or an employee, the focus is always on the individual and their perception of the brand. This is where HR and marketing truly intersect.
In this article:
1. What is HR marketing?
2. Elements
3. Goals and Purposes
4. Types of HR marketing
5. Areas of HR Marketing
6. Factors Influencing HR Marketing
7. Tools
8. Advantages and Disadvantages of HR Marketing
9. How to Build Effective HR Marketing: A Step-by-Step Guide
10. Examples of HR Marketing Strategies
11. HR Marketing Specialist
12. HR Marketing in IT
1. What is HR marketing?
2. Elements
3. Goals and Purposes
4. Types of HR marketing
5. Areas of HR Marketing
6. Factors Influencing HR Marketing
7. Tools
8. Advantages and Disadvantages of HR Marketing
9. How to Build Effective HR Marketing: A Step-by-Step Guide
10. Examples of HR Marketing Strategies
11. HR Marketing Specialist
12. HR Marketing in IT
What is HR marketing?
HR marketing is a strategic approach that uses marketing tools and methods to attract, retain, and develop employees. It combines HR and marketing to create a unique employee experience.
Elements
Employer branding, recruitment marketing, and human resource management are the three core components of HR marketing.
Elements of HR marketing
- An employer brand shapes a compelling image of the company as a great workplace, offering potential employees a unique value proposition (EVP). It includes the company's values, culture, career growth opportunities, and other benefits.
At first glance, HR marketing and employer branding might sound similar, but they're quite different. An employer brand is how a company presents itself to potential and current employees. HR marketing is a broader term that includes building an employer brand and covering other areas. The main goal of HR marketing is not just to attract new talent but also to keep existing employees happy and help them grow.
For example, Starbucks does a great job promoting itself as a great workplace. They offer employees training and development programs and support for education and health. Starbucks also emphasises that every employee is considered a "partner," not just an employee.
Secret Ingredient in Successful Hiring: Employer Branding
- Recruitment marketing streamlines the hiring process by using marketing strategies such as SEO-optimising job postings, engaging on social media, and analysing target audiences. Various tools allow companies to precisely identify their ideal candidates, measure the effectiveness of different recruitment channels, and increase the response rate to job openings.
- Human resources concentrates on employee development and retention, ensuring their professional growth and well-being.
Goals and Purposes
Within HR marketing, there are several goals:
- Developing effective recruitment strategiesHR marketers create and implement strategies to quickly and efficiently find top talent in the job market.
- Optimising recruitment costsBy leveraging modern tools and technologies, HR marketing helps reduce hiring costs and increase process efficiency.
- Developing and retaining talentImplementing training programs, corporate events, and performance management systems helps retain valuable employees and boost their productivity.
- Analysing the labour market and shaping talent strategyHR marketers continually monitor labour market trends to forecast the company's staffing needs and develop long-term human capital development strategies.
- Motivating and engaging employeesBy creating unique incentive programs and a solid corporate culture, HR marketing increases productivity and reduces turnover.
Candidates are drawn to companies with strong HR marketing
Key Functions of HR Marketing
- 1Analytical
- Gathering and analysing data on the labour market, trends, salaries, and in-demand skills;
- Studying competitors' recruitment strategies;
- Analysing the current state of the employee team and identifying potential issues;
- Analysing unfilled and niche positions within the company;
- Creating an ideal candidate profile.
- 2Strategic
- Developing effective candidate sourcing and attraction strategies;
- Planning HR marketing initiatives;
- Forecasting staffing needs.
- 3Communicative
- Creating and promoting the employer brand;
- Engaging with candidates throughout the entire hiring funnel, from initial contact to onboarding;
- Maintaining relationships with specialised educational institutions.
- 4Recruitment
- Attracting potential candidates (lead generation);
- Utilising various recruitment tools (social media, job boards, etc.);
- Screening candidates;
- Filling vacant positions.
- 5Marketing
- Creating a compelling value proposition for candidates;
- Increasing HR brand awareness;
- Creating and distributing advertising materials;
- Conducting PR events.
- 6Human Resources Management
- Managing employee engagement;
- Creating and maintaining a positive corporate culture;
- Organising employee events (team-building, training, etc.);
- Creating a performance incentive system (bonus programs, career development);
- Gathering and analysing employee feedback.
Types of HR marketing
External
External HR marketing focuses on attracting new employees. Its goal is to create an attractive employer brand and generate a steady flow of qualified candidates.
Key stages of external HR marketing:
- 1Awareness
- Creating a recognisable employer brand through all communication channels (social media, company website, career portals);
- Developing and implementing advertising campaigns targeted at the desired audience;
- Participating in industry events and exhibitions.
- 2Interest
- Developing a UVP (unique value proposition) that sets the company apart from competitors;
- Creating content that reflects the corporate culture, values, and benefits of working at the company (videos, employee case studies, blog articles);
- Conducting webinars, workshops, and other events for potential candidates.
- 3Consideration
- Optimising the career website for easy job search and application;
- Personalising communication with candidates based on their interests and experience;
- Processing job applications quickly and efficiently.
- 4Decision
- Creating a positive candidate experience at all stages of interaction with the company;
- Using gamification and interactive elements to increase candidate engagement.
Internal
Internal HR marketing aims to increase employee loyalty, engagement, and productivity.
Key goals of internal HR marketing:
- Assessing satisfaction and engagement by regularly monitoring employee sentiment through surveys, focus groups, and pulse surveys.
- Developing and implementing motivation programmes by creating a reward system based on achieving individual and team goals.
- Building a corporate culture by fostering a positive work environment based on shared values and principles.
- Developing employee careers by providing opportunities for professional growth and development.
- Managing communications by ensuring transparent and effective communication between management and employees.
Areas of HR Marketing
HR marketing encompasses several key areas that help build effective processes for recruiting and retaining personnel.
- Research and AnalyticsIt begins with studying the target audience: who your candidates are, what is important to them, and how they make decisions. The research includes analysing competitors, current labour market trends, and internal company metrics (turnover, employee satisfaction). The data obtained allows for developing a strategy that helps solve specific company problems.
- Lead GenerationOne key task is attracting candidates through various channels. These could be the personal page of an HR specialist or recruiter on social media, targeted advertising, contextual advertising, or publications in the media. It's important to have a final platform, such as a career site, where candidates can come and track the effectiveness of all channels using analytical tools.
- Content PreparationAn essential part of HR marketing is creating content that attracts the target audience. This can include job descriptions, social media posts, email newsletters, and content for career sites. Content should reflect the EVP and be adapted to different groups of candidates. The visual component also plays an important role.
- Recruitment AutomationAutomation tools have been implemented to increase the number of candidates and save recruiters' time. These can be bots for the initial screening of candidates, automated mailings, and video interviews. Automation helps expand the recruitment funnel by optimising processes at the early stages of interaction with candidates.
Factors Influencing HR Marketing
- External
- Labour market dynamics
- Technological advancements
- Candidate expectations
- Labour laws
- Competitive landscape
- Internal
- Company's strategic vision
- Budget
- HR capabilities
- Tools
Tools
Depending on the type of HR marketing, the tools might be divided into external and internal.
External HR Marketing Tools:
- 1Surveys and interviewsHelp understand candidate expectations, values, and motivations. NPS (Net Promoter Score) is used to measure the loyalty of employees and candidates.
- 2Social media analysisAllows you to study your target audience's behaviour, interests, and preferences.
- 3Company mission and valueAre the foundation of an employer brand and should be reflected in all communications.
- 4An attractive websiteIs a company's business card where candidates can get information about vacancies, company culture, and employees.
- 5Social networksAllow for constant dialogue with candidates, sharing company news, and telling about employees' lives.
- 6Content marketing & storytellingHelp tell the story of the company, its values, and its culture through blogs, videos, webinars, and podcasts.
- 7Participation in industry eventsIncreases company awareness and allows you to establish contacts with potential candidates.
- 8Targeted advertisingAllows you to convey information about vacancies to a specific target audience.
Internal HR Marketing Tools:
- 1Personalised newsletters and digestsKeep employees informed about key news, company milestones, and ongoing projects.
- 2Internal communication platformsEstablish a centralised space for communication, experience sharing, and addressing work-related issues.
- 3Interactive meetings and webinarsIncrease employee engagement and effectively deliver essential information.
- 4Thematic eventsOrganise team-building activities, holiday celebrations, and volunteer projects to strengthen team spirit and increase employee loyalty.
- 5Mentorship and coaching programmesContribute to employee professional growth and development and support sharing experience and knowledge.
- 6Regular surveys and feedback collectionAssess employee satisfaction, identify needs, and make necessary changes.
- 7Training and development programmesShow commitment to employees’ growth, boosting motivation and engagement.
- 8Attractive working conditionsOffer competitive salaries, flexible schedules, and benefits to enhance the company’s appeal to candidates.
Advantages and Disadvantages of HR Marketing
Advantages:
- Strengthening the employer brand. A company builds a positive image through targeted marketing communications and attracts talented candidates.
- Attracting and retaining talent. Various HR marketing tools, such as social media, career websites, and referral programs, help create a flow of "warm" candidates and increase their loyalty.
- Improving productivity. Internal HR marketing creates a positive work atmosphere where employees feel valued and motivated, leading to increased engagement and productivity.
- Reducing turnover. Loyal employees are less likely to quit, reducing the costs of recruiting and training new employees.
- Adapting to changes in the job market. For example, in recent years, there has been a trend toward transparency in salary. Buffer introduced the Open Salary System, which became a significant competitive advantage. Many IT candidates prefer to respond to vacancies where the salary is openly stated.
Disadvantages:
- High costs. Developing and maintaining HR marketing campaigns requires significant financial resources, especially for small companies.
- Difficulty measuring results. The effectiveness of HR marketing is challenging to measure due to subjective indicators such as employee satisfaction and loyalty.
- Risk of negative reputation. A mismatch between promises and reality can damage a company's HR brand and lead to employee turnover.
- High competition. Even carefully developed strategies may be ineffective due to competition from more attractive employers.
- Constant monitoring. Effective HR marketing requires continuous analysis of results and adjustments to the strategy, which requires additional resources.
How to Build Effective HR Marketing: A Step-by-Step Guide
- Step 1: Define Goals:
- Track KPIs. Regularly analyse data and adjust your strategy based on the results.
- Gather feedback. Survey candidates and employees to get their input on your HR processes.
- Implement innovations. Stay up-to-date on the latest trends in HR marketing and adapt them to your company's needs.
- Step 2: Analyse the Current Situation:
- Prepare attractive job descriptions. Describe the vacancy so that it reflects your company's values and attracts the attention of candidates.
- Optimise the application process. Make the application process as simple and convenient as possible.
- Implement a candidate tracking system. Use tools to automate communication with candidates and track their movement through the hiring funnel.
- Organise career events. Participate in career fairs and hold open house days.
- Develop the company's social media. Create content that will be of interest to your target audience and help build a positive employer image.
- Step 3: Develop an HR Marketing Strategy:
- Create a unique value proposition. What sets your company apart from competitors? What benefits can you offer candidates?
- Develop a communication plan. Determine the channels through which you will interact with candidates (social media, career site, career events, email newsletters).
- Create a content plan. Develop a content publication calendar that will interest your target audience (articles, videos, employee case studies).
- Step 4: Implement the Strategy:
- Audit your employer brand. How is your company perceived in the labour market? What are your strengths and weaknesses?
- Evaluate the effectiveness of existing HR marketing tools. What communication channels do you use with candidates? How effective are they?
- Gather feedback from employees. What motivates them to work for your company? What are their suggestions?
- Step 5: Evaluate Effectiveness and Optimise:
- Set clear objectives. What do you want to achieve with HR marketing? (e.g., increase the number of applications, reduce turnover, improve employee loyalty).
- Identify your target audience. Who are your ideal candidates? What skills and experience do they need?
- Define key performance indicators (KPIs). How will you measure the success of your actions? (e.g., number of job views, response time to applications).
Examples of HR Marketing Strategies
Attracting Talent
Applying marketing techniques and strategies to attract candidates through various channels, including social media, professional platforms, and career events.
Example
Airbnb creates content that showcases the company's unique culture. They use social media and a blog to publish employee stories and videos about their work experiences. This helps candidates understand how they can fit into the corporate environment.
Airbnb creates content that showcases the company's unique culture. They use social media and a blog to publish employee stories and videos about their work experiences. This helps candidates understand how they can fit into the corporate environment.
Targeted Communication
The success of HR marketing largely depends on how well you understand and consider the needs of your target audience. Understanding their values, motivation, and career ambitions will allow you to build communication that resonates with and interests candidates.
Example
T-Mobile actively uses various platforms and social media to attract candidates. Their recruitment ads are adapted to Twitter, Facebook, and Instagram formats, which helps to disseminate information about vacancies and corporate culture effectively.
T-Mobile actively uses various platforms and social media to attract candidates. Their recruitment ads are adapted to Twitter, Facebook, and Instagram formats, which helps to disseminate information about vacancies and corporate culture effectively.
Collaboration with Educational Institutions
HR marketing helps attract young and promising professionals by collaborating with educational institutions. Organising internships, participating in career events, and conducting workshops allow you to find talent and form an attractive employer image among students.
Example
Microsoft actively interacts with universities, offering internships and hosting hackathons.
Microsoft actively interacts with universities, offering internships and hosting hackathons.
Employee Advocacy
This strategy involves employees acting as brand ambassadors for the company across social media and other channels. By sharing personal stories, work experiences, and achievements, they create authentic content that helps build a positive image for the company.
Example
IBM successfully uses social media to promote its employer brand through the Employee Advocacy program. Company employees share their stories, which helps create an attractive image and attract talented candidates.
IBM successfully uses social media to promote its employer brand through the Employee Advocacy program. Company employees share their stories, which helps create an attractive image and attract talented candidates.
Supporting Employees
HR marketing isn't just about attracting new candidates; it also involves improving retention by fostering professional growth and development opportunities.
Example
Salesforce invests in developing its employees by offering various training programs, courses, and training.
Salesforce invests in developing its employees by offering various training programs, courses, and training.
HR Marketing Specialist
An HR marketing specialist uses marketing and HR practices to create an attractive company image in the labour market, attract talent, and increase employee loyalty.
Key Responsibilities:
- Developing and implementing HR marketing strategies.
- Building and promoting the employer brand.
- Conducting targeted advertising campaigns.
- Analysing the effectiveness of HR marketing activities.
HR Marketing in IT
In the highly competitive IT market, HR marketing becomes crucial for effective hiring. However, this field has unique characteristics:
- High competitionTo stand out in the oversaturated IT market, companies need to offer more than just a high salary. A unique value proposition, corporate culture, and flexible working conditions help attract and retain IT talent.
- Focus on brandingWhen creating a strong employer brand in IT, it's important to talk not only about the project but also about a comfortable work atmosphere and opportunities for learning and development. Success stories, transparency of processes, and support for the developer community are key elements that help create an attractive image of the company in the eyes of talented specialists.
- Targeting IT specialistsTargeted advertising on GitHub, Stack Overflow, and other specialised platforms allows you to attract the attention of IT specialists to vacancies. It's essential to consider different specialists' preferences when choosing platforms.
- Using data and analyticsHR analytics provides companies with valuable information about what influences employee choice. By analysing data on the labour market, salaries, and candidate preferences, companies can make more informed decisions when hiring personnel.
- Keeping up with the timesTo attract IT specialists, companies must demonstrate technical proficiency and transparency of processes, such as modern onboarding tools, AI in recruiting, and open communication.
- Focus on flexibilityModern IT specialists are increasingly looking for interesting projects and flexibility in work. Remote work, a flexible schedule, and participation in open-source projects are important aspects that candidates pay attention to.
Examples of Successful HR Marketing Strategies in IT:
- Slack actively uses content marketing by sharing employee stories that highlight its flexible culture and innovative projects. This creates a vivid company image and attracts talent that shares their values.
- Google encourages innovation with its '20% time' concept, allowing employees the freedom to work on personal projects. This increases employee loyalty and attracts talent interested in meaningful work.
- GitHub promotes an open-source culture, which attracts developers who share these values. This approach adds value to the IT community and strengthens the company's reputation.
- Atlassian uses videos and blogs to demonstrate an open and supportive corporate culture. Active participation in charitable projects helps draw attention to the company's initiatives.
- Netflix focuses on transparency and high standards. A culture of responsibility and freedom allows employees to work on their terms, increasing their loyalty and productivity.
Choosing a partner who shares your values is essential if you plan to work with an IT recruitment agency. At Lucky Hunter, we have over 7 years of experience in the industry, and our clients appreciate that we don’t solely focus on job requirements – we take the time to understand each company’s unique culture and spirit. This approach helps us find candidates who are a strong match in both hard skills and cultural fit.
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Alexandra Godunova
Content Manager in Lucky Hunter
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