Personnel marketing: Addressing (potential) employees – definition, goals & measures

Caren — Wed, 30 Nov 2022 06:00:35 +0000

HR marketing – It is nothing more than applying marketing concepts to the HR area. As with classic marketing, the aim here is to align the company and its products holistically with the customer needs of current and future employees. As a result, employees are viewed less as a “resource” and more as “customers” whom employers must convince and retain over the long term. With regard to the respective target groups, a distinction is made between internal marketing, i.e. addressing current employees, and external marketing, i.e. addressing potential future employees.

What does personnel marketing mean? – Definition & Goals

The main objective of HR marketing is to increase the attractiveness of employers so that the company can position itself positively in the competitive market. This goes hand in hand with employer branding, which involves building up an employer image or an employer brand. A distinction must be made between external and internal personnel marketing. External personnel marketing focuses on the attractiveness of a company. The company should be presented positively as an employer brand and increase awareness.

In this way, money can be saved on costly recruiting, while at the same time the number of applications increases. The focus of internal personnel marketing is on employee loyalty. Here, loyalty to the company is to be further developed and also consolidated. This reduces the number of employees leaving the company. In addition, there is a greater chance that junior staff who are trained internally will want to stay with the company.

How to implement personnel marketing? – Measures

As already mentioned, a distinction is made in HR marketing between internal and external marketing. Internal marketing addresses current employees, while external marketing communicates measures to potential future employees.

Measures internal personnel marketing – Addressing current employees

There are various measures for internal personnel marketing. Here we have listed a few examples for you:

Employee retention
Onboarding
Open corporate culture
Transparent communication
Training and further education offers
Career Opportunities

Measures external personnel marketing – Addressing potential employees

Here, too, there are various ways to conduct external personnel marketing. For example, these are

Recruiting
Image campaigns
Talent Pools
Positive application process
Analysis of incoming applications

More about personnel marketing

Especially when it comes to recruiting young employees, social networks such as Instagram, TikTok and YouTube are playing an increasingly important role. The own brand presence on Instagram, the own Facebook channel or even the channel on YouTube. Using social networks not only provides reach, but also potential new employees. Here are our tips – this is how you find good employees! Did you know? The skills shortage is expected to increase to 3 million by 2030. 52% of companies consider this shortage of skilled workers to be the biggest challenge in the coming years.