5 Essential Marketing Lessons to Unleash the Power of HR

Shefali Vasave | October 20, 2021 | 14 views

Marketing and Human Resources (HR) are two very different functions that are rarely interconnected. However, they’re on either end of the spectrum of an organization’s daily operations.

While HR management looks inwards to make the most of an organization’s workforce, marketing has to position the organization globally and create connections. However, both departments have one common core that every organization can leverage - they are people-oriented processes. Proven marketing principles can empower the HR initiatives in your organization.

“Companies that do not make customer experience a priority will struggle and quickly fall behind.”

- Jeff Pedowitz, President and CEO, The Pedowitz Group

Many hiring strategies fail to communicate the right message and values to job applicants. In addition, human resources branding is disconnected from the usually on-point and thoughtful company brand. It creates dissonance for employees, hampering the opportunity to attract future employees of the brand through them.

Here are five essential marketing lessons to help you unlock the hidden potential of modern HR management and build a robust and universal employer brand.


Employer Branding - a Powerful Marketing Tool

Just as a consumer brand is designed to reach potential customers and position the brand as a valuable solution, employer branding can achieve similar goals to attract talent. In addition, a coherent employer brand demonstrates commitment and positions you as a positive, valued employer. Here are the components of employer branding to focus on while marketing human resources

  • A dedicated career page - the official company website acts as a virtual headquarter of an organization. While a dedicated careers page is an intrinsic part of all company websites that many organizations neglect to leverage.  It is an opportunity to speak directly to existing and potential employees.
  • Workplace - The workplace is where employees spend most of their time. Even if remote work takes precedence today, a showcase of the inherent work culture, whether work-from-home or work from the office, can be a decisive factor in converting the suitable candidates into employees.
  • Social media branding - employee communication is built into your digital identity. How you speak to employees and to-be-employees sets the tone for things to come. Showcasing what goes behind the scenes makes the connection to people more authentic.
  • Company events - company events are an essential part of internal human resource branding. They offer the dual opportunity to demonstrate the commitment to social wellness andthe overall work atmosphere to job seekers.
Listen to RECRUITERS’ Managing Director Gerald Doyle talk about the best way to create a positive onboarding experience:- https://youtu.be/Gvdz-z0w0c8

For instance, the Airbnb careers page is a brilliant overview of its work for the company. With great pictures, concise messaging, an apparent reference to employee benefits, and a prominent display of employee mission and values, Airbnb does a brilliant job of reflecting seriousness and dedication to one of its most important assets - its people. The simplicity of its career page is an excellent example of how an organization can do a lot with less by letting its work culture do the talking.


The Ideal Candidates are your Target Audience

Most marketers will tell you that speaking to consumers in their voice is a significant aspect of communication. Reaching the right people is a matter of demonstrating an understanding of their needs. To solve customer problems, you must first meet them where they are.
  • Fulfilment-analysis - Reaching the right talent pool requires you to understand the problems you are solving thoroughly. Amplifying the core requirements and skillsets of a job to the right people is critical in attracting the suitable profiles.
  • Job descriptions - Writing compelling job descriptions is like writing a creative brief - they must comprise the expected deliverables, attitudes, and parameters that inform and inspire candidates to engage by applying. 
  • User experience - Attracting the right talent is just the beginning. You must ensure that candidates go through an applicant user journey that is smooth, relevant, and worthwhile.

Brillio is a leading software company. Their hiring strategies have creatively embodied such practices. The company focuses on outlining core competencies for every role, assessing technical and behavioral skills, and focusing on diverse cultural backgrounds and skills. Brillio demonstrates a keen understanding of the work they do and the people they need. By leveraging such approaches, the company achieved a staggering offer to acceptance ratio of 86% in 2018.


Designing a User Experience - for your Employees

Employee experience, such as consumer experience, is the bedrock of business growth. As a result, organizations focused on improving the user journey throughout the employee life cycle also enjoy the increased engagement.

From tech that boosts productivity to enabling more successful collaboration, from functional workplace amenities to empowering HR policies, everything that makes it easier for an employee to do his job well is the employee experience. Just as your product or service solves a problem, you must find a way to make employees part of the value-addition and address how you as an organization enable a mutual solution.  


Amplifying the Right Values

As a business, your ultimate objective is solving a consumer problem. It is one of the pillars of enduring consumer loyalty.

Marketing thrives on identifying the need that is closest to the consumer and addressing that. In the same vein, HR must identify what the employees seek the most from their work. Employees who feel valued and recognized for their productivity work better and stay longer. This is not incidental.

Focusing on the bigger picture can help you align your short-term HR policies to increase employee engagement and loyalty.


Technology is your Friend

Marketing is an ongoing journey that religiously uses technology to power its success. The accurate measure of superior marketing is the willingness to track, test, analyze and fine-tune a campaign or maximize results.

Analytic thinking is a pillar of marketing, and HR executives can adopt this marketing principle. As a result, you can maximize the use of new tools, technologies, and applications to measure engagement, track employee sentiment, and continuously tweak processes to meet organizational objectives.

Another marketing lesson that can inspire HR is the ability to stay connected with consumers. Having a two-way line of communication is even easier to maintain with employees than with consumers. However, keeping people engaged and excited is the real challenge that marketing can teach HR to tackle using tech.


To Wrap Up

Marketing recruitment services may be a new area of HR, but it is an important one. At the pace the world of business is changing, people's experience - both internal and external- is becoming a vital driver of business outcomes. As a result, HR leaders looking to introspect and adapt to their changing roles as strategic advisors must capitalize on the intersection of marketing and HR principles.


Frequently Asked Questions

What does a marketing recruiter do?

A marketing recruiter focuses solely on developing persuasive human resources branding. As a marketing and HR executive, he is responsible for curating employee testimonials, crafting recruitment-minded content, and leading qualified candidates to become job applicants.

What does a recruitment marketing plan include?

A recruitment marketing plan will treat candidates the same way you treat customers to attract qualified talent. Determining your goals clearly and identifying your target talent audience is the first step. Next comes optimizing your career content and sharing new content through social media and your career page.

Spotlight

7FiftyTwo

7FiftyTwo is a specialist Financial Markets Recruitment Consultancy, offering both contract and permanent recruitment solutions to a wide cross-section of Investment Banking and Finance organisations in the UK with a client portfolio that stretches to every corner of the globe. Our core specialist areas include Technology, Risk, Compliance, Governance, Operations and Business Change, Legal and Audit.

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FM:Systems and AMS announce Bi-Directional Integration App on ServiceNow Store

FM:Systems | June 10, 2022

announced that AMS Workplace Technology, its award-winning Premier Certified Business Partner, has built an integration between FM:Systems and the ServiceNow cloud platform. The AMS FM:Systems Integration Engine is certified for use in the ServiceNow Store, an enterprise application marketplace for solutions that have passed stringent requirements. The FM:Systems Integration Engine supports automated bi-directional workflows between FM:Systems and ServiceNow users to increase efficiency and communication between different teams and groups. Integration managers now have complete control and flexibility to integrate any FM:Systems Workplace module with core ServiceNow IT Service Management (ITSM) modules, including requests, incidents, change requests, problem management, and more. This allows either solution to be a front end one-stop-shop for users while exchanging data securely and efficiently on the back end for processing by stakeholders. Since ServiceNow is already used as an ITSM help desk ticketing system for employee computer and network issues, companies want to expand that to other employee services, including facilities requests such as maintenance issues and move requests. They want to leverage the front-end of ServiceNow, or in some cases FM:Systems, to feed and synchronize requests with the other. It is here where the AMS-developed Integration Engine empowers them to build virtually any workflow, business rule, or process to improve productivity across all teams and groups. With the integration app installed, users can rely on a single system front-end to keep track of all their service requests. Integration between the platforms allows support tickets to be processed in real-time while it unburdens staff from time-intensive data-entry tasks. As the worldwide leading market share ITSM software application, organizations across industry sectors use ServiceNow as a simple low-code/no-code platform to track help desk tickets and manage other requests relating to their facilities, which can include new hires and aspects around maintenance. "Companies using FM:Systems software often want to integrate workplace activities with ServiceNow for automatic service ticket creation. The AMS integration app allows a limitless number of use cases to synchronize data between the two environments. Effectively, users can now have a centralized area to collect requests while processing and managing them in their respective systems. Being a long-time partner of FM:Systems, AMS understands how to unlock the value in its technology. Making this integration engine app available on the ServiceNow Marketplace extends the reach of both organizations to harness even more business opportunities as companies turn to enhance their ITSM help desk needs," - Brian Haines, Chief Strategy Officer of FM:Systems. About FM:Systems More than 1,500 organizations worldwide trust FM:Systems to transform their workplace experience and bring employees together in exceptional, healthy workplaces that enhance productivity and delight occupants. Recognized as a market leader by industry analysts, our suite of digital workplace solutions provides actionable insights to optimize every facet of your real estate portfolio and ensure your ever-ready workplace is prepared for the unexpected. With customers representing half of the Fortune 50, ⅔ of top 25 US banks, 150+ government institutions, 350+ universities, over 200 hospital and healthcare organizations and 50% of the leading pharmaceutical firms, our market leading solutions manage over 3 billion square feet across 80 countries. FM:Systems is headquartered in Raleigh, North Carolina and conducts business globally.

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