HR or Marketing?!

Do you know that as an HR Manager you are working in a marketing wise?

Any organization has two kinds of customers…

Marketing has the External customers and the target here is for engaging with customers and establishing a good reputation with them.

Human Resources has the Internal Customers and the purpose is to communicate with and develop a positive reputation with the organization’s employees and future candidates.

What is HR Marketing?

HR Marketing is a new type of HR that indicates that your company is the "best place to work," resulting in a strong brand.

Marketing may be used to acquire new customers, increase customer loyalty, and create the ideal mental picture of the firm in the minds of customers.

At the same time, it may be used to recruit new human resources, increase employee loyalty, retain top talent, and create the necessary mental image of the organization in the minds of human resources and job seekers.

In other words, your work in human resources and marketing are comparable in that both are concerned with economic considerations as well as a person's psychological state.

As a result, human resources marketing may be defined as the use of marketing to manage human resources inside a business.

Why should your work in human resources management be similar to marketing?

Your work in human resources necessitates the usage of marketing methods. Because it enables you to do your responsibilities more efficiently and successfully. Here are some of the tasks that may be improved by learning marketing to:

Attract the top talents

According to a Robert Walters survey, 90% of employers believe it is critical to recruit applicants whose culture matches that of the firm.

It is difficult to persuade an employee whose culture is incompatible with the organization’s ideals to act in accordance with them.

You may use marketing to recruit applicants who have a culture that is compatible with the organization’s culture. you can tell them about the organization’s culture so that the applicants may analyze how well their culture fits in with it.

A recruiting pipeline, similar to a sales pipeline, is meant to filter potential applicants in order to reach the appropriate candidates, and this pipeline is coupled with content marketing that promotes the culture of the organization at various phases of this pipeline.

Social media may be utilized for content marketing and contact with prospective candidates. It is more about recruiting the appropriate applicants. As a result, it is critical to understand the features of a possible applicant in order to create effective content.

Attracting applicants with a culture that matches the culture of the organization, since they are likely to stay with the organization for an extended length of time.

Marketing the organization’s culture to its employees, as well as highlighting the particular value that the organization gives them.

Early in the sales funnel, when raising brand awareness, drawing interest, facilitating touch points and the like marketing and HR rely on exactly the same strategies. Media coverage, press releases, awards and similar initiatives serve a dual function for HR and marketing, attracting talent just as they attract new clients. These efforts become essential when operating in a crowded market. Anything that builds a company’s prestige is going to help it stand out in the eyes of top talent.

Attract the Best Hires

There’s a new technique.

It’s called “recruit for culture, train for skill,” and it’s based on the idea that we can train our employees to be good at their jobs, but we can’t adapt their personalities and characteristics to fit in with the workplace environment.

The “best hire” is now more about cultural fit.

And as you can probably guess, cultural fit is a lot harder to figure out from a resume than degrees and certifications. That’s exactly why cultural fit should be addressed right at the beginning of the recruitment process.

By publishing content that not only engages with relevant talent, but also provides a glimpse into life at the organization, prospective applicants are clear from the start on whether or not the company’s ways of working match their own values, a pretty important factor when you consider that three quarters of people have quit because of poor cultural fit.

the truth is that the bulk of the work must be done prior to recruitment; it is much more effective to prepare a potential employee for the environment, than to try and undo what may have been a bad hire.

By creating and sharing a wide range of content, offering various insights, and answering common questions through the art of storytelling, HR teams can ensure that anyone they bring on board has a clear view of what to expect.

Through content, new workers should be 100% sure that this is a company they want to work for, and they should have the knowledge to come in and really hit the ground running.

Save Money

If good content holds the power to increase the quality of the hire and reduce staff turnover, as we’ve discussed, it naturally holds the potential to minimize costs and keep HR budgets in check. How?

By cutting the average cost per hire.

Although there are many different ways to calculate cost per hire, The Society for Human Resources Management recommends a calculation of:

(Total External Costs + Total Internal Costs) / Total Number of Hires.

Ultimately, when you consider base salary, benefits, training costs, and any costs associated with workplace integration, it’s estimated that each “bad hire” costs the average business, and as we’ve looked at, the use of content to not only guide candidates logically down the recruitment funnel, but also to provide insights into workplace culture can significantly reduce the chance of making a “bad hire.”

Saving this kind of money is certainly a beneficial by product of an HR marketing strategy.

Show Off the Bigger Picture

So far, we’ve looked at the benefits that directly relate to new hires, but could content also be used to improve the existing employee experience?

Improving the employee experience is important at a time when 30% feel undervalued at work.

Absolutely. There are many ways that HR-influenced content can be used to engage with the current workforce, addressing concerns and motivating staff to perform to the best of their ability, while enjoying their duties and experiencing great workplace satisfaction.

And one of these ways is to use content as a sharing and collaboration tool, helping employees to visualize how their own individual efforts combine to impact the core business and drive the organization toward success.

Sahar Samy