There is always a room for changes and innovations when it comes to how companies are run. A new trend that is already cropping up is how digital marketing is more and more becoming intimate with human resources processes; starting from training, recruitment to talent engagement. For many HR practitioners, it is important to stay ahead of the curve by finding the best talent available. In arriving at this goal, digital marketing is indispensable.
Digital marketing and HR began to have much in common with the popularity of social media and digital influencing channels. HR departments are starting to use these platforms to search for new and better-fit employees. Digital marketing and HR may have functions that seem far off from each other but in a digitally-driven world, they do complement each other.
Developing a consistent employer brand voice
Establishing an innovative brand is the goal of many companies. A strong brand voice is also helpful in attracting talent and employees. A good brand positively influences the recruiting process. Consider Amazon and Google. Many employees want to be part of these companies because of the creative and exciting workplace and not just the prospect of getting a job
You have to get leaders on board to establish a strong employer brand. If the organization wants to attract great talent, the leaders of the company must be involved. Leadership is one of the factors involved in shaping a strong brand, however, only 8 percent of CEO is involved in branding efforts.
- Create uniform messaging for all departments
There has to be consistent brand messaging across all departments of an organization. This goal, however, is tough for many companies. To create consistent employer brand messaging research is needed. An effective way to set up a company’s brand is through focus groups, surveys, digital marketing statistics and social media audits.
- Brand Experts
You need to bring in brand experts to help you have an unbiased opinion even though you have in-house HR professionals and marketers.
- Company Culture
Give prospective talents a taste of company culture so they can imagine how it will be like working for your company. Go beyond the usual job descriptions. Prospective employees want more. They want to read blog posts, check LinkedIn accounts of employees and watch videos to get a clearer idea.
Experimenting with new marketing channels and platforms for HR benefits
- Have a target audience
HR can use the same strategies marketers use in studying their audience. HR can study and research employees in much the same way. Employees say in Mobile Trend’s Workplace survey they still feel out of the loop despite HR’s efforts to reach out to them. HR messages aren’t tapping into their interests. Start asking employees important questions such as: What does motivate them? What are their goals? What do they value most? What are their concerns? Company announcements should look and feel different depending on who the audience is. Different employees want different information in different ways.
- Every Channel Should have one brand voice
Engage your employees in a variety of social channels and platforms in much the same way that, marketers do. Use text messages, mobile apps, and internal social networks. You can even start a company blog, or start a page on Facebook, Twitter, LinkedIn, and other platforms your employees use. It is important to remember though to keep everything coordinated, such as the theme, benefits, color, and tone of the message
Implementing online reputation management
If you have a business site maybe it is time to update it. There is no better resource to get new and existing talent than in your suite. Your site is the source for industry developments to career resources so your site should reflect present employment trends but also company news.
Your website should correlate with current times and it should be updated as soon as possible if it does not. In updating your site, you should implement SEO strategies and deep traffic analysis to your site so job seekers will be able to quickly access your latest openings.
This process is unavoidable because the effective way of recruiting new employees depends on how a business can advertise its brand. Anyone can view the internet and a job seeker can immediately have an idea of a company’s climate, job structure, employee collaboration, leadership, etc. and how it fits within their personal preferences. To get the perfect employee, a business needs to be in tip-top shape on the web.
Measuring effectiveness like marketers
Marketers are great strategists and they always make it a point to find out what is working and what is not. This process is important to get the most out of every buck. Data means a lot in modern marketing.
HR teams can likewise replicate what marketers are doing by measuring data continuously to improve processes. Choose and decide which metrics are most important to the overall business goals. Track these metrics to improve employee engagement. Some examples to track are employee responsiveness to messaging, employee participation in programs, and employee happiness. HR systems can learn about people and take action so employers don’t have to.
HR is a challenging job. The processes in HR can gain improvement from the ones being used in Marketing. HR strategies can give employee experience a boost as well as maintaining and building a strong employer brand.