Before illustrating what can be done, here are a few examples of marketing strategies and techniques transposed to the world of HR Marketing! This parallel explains the need for collaboration between HR and Marketing departments<\/strong> to ensure the success of an HR Marketing strategy. After all, not just anyone can be a marketer or HRM! Each to his or her own profession, but collaboration is essential for any project! <\/p>\n\n While we usually talk about attracting, engaging and retaining employees, HR Marketing works the other way round. First we build loyalty among employees <\/strong>, then we engage new ones and attract potential candidates. <\/strong> <\/p>\n\n Whether clearly expressed or not, training is an important issue for employees. Provided in a clear and transparent manner, appropriate training will help to build loyalty…<\/strong> <\/p>\n\n HR marketing doesn’t have to be spectacular to be effective! This is particularly true in the case of training. HR Marketing<\/strong> is not only about form, but also (and above all) about the design of the training offer. <\/p>\n\n Digital transformation<\/a> (a powerful ally of marketing) is driving innovation in this offering, with the development of MOOCs, e-learning, gamified training and virtual reality. Automotive equipment supplier VALEO, certified TOP EMPLOYERS France and Europe 2019, has made training a genuine loyalty-building lever. In addition to an in-house training school<\/strong> for operators in each of the group’s plants, Val\u00e9o has developed a comprehensive program for its employees. These include job rotation training, coaching, mentoring, mobile training, peer-to-peer workshops and more. <\/p>\n\n The equipment manufacturer has also made a digital platform, Tech@ssist<\/strong>, available to its independent garages. This platform meets the needs of mechanics who don’t have time for training. It offers training modules in the form of webinars<\/strong> available on all the Group’s internal sites (in Europe and internationally). [1] <\/p>\n\n The results? Over 30% increase in training attendance! <\/strong><\/p>\n\n Nearly 40% of permanent contracts are terminated before the end of the 1st anniversary due to poor integration. Organized onboarding<\/a> can prevent this undesirable turnover<\/strong>. Here again, HR Marketing plays a key role in designing the induction process for future employees. <\/p>\n\n Like a customer journey in a store, onboarding is the new employee’s journey through the world of Employer Branding<\/strong>. The 3 stages of the process (pre-arrival, D-Day, follow-up) are defined, structured and explained… but also communicated to the outside world as a guarantee of successful integration. <\/p>\n\n Some companies see their onboarding program as a direct extension of their candidate experience, with dedicated induction websites<\/strong>. Immersed in the company’s culture, teams and missions, newcomers are just a click away from all the information they need for their integration. Naturally, these programs can be adapted to suit the company’s culture, the personalities present and the resources available. <\/p>\n\n Without going so far as to build a dedicated site (a next step? ), here are a few examples. They come from the onboarding HR Marketing strategy of BNP Paribas, certified TOP Employer France and Europe in 2019 [2] : <\/p>\n\n As we have seen, all the attention paid to theemployee experience<\/strong> in an HR Marketing strategy finds its equivalent in thecandidate experience<\/strong>. This consideration is all the more visible thanks to the Employer Brand<\/a>. It’s the only HR Marketing reality visible from the outside, and therefore from the candidate. <\/p>\n\n The development of the career site<\/a> as the preferred interface for candidates in their search process is proof of this.<\/p>\n\n Marketing techniques don’t stop at building a career site. Among the many examples of HR marketing strategy we can cite,Inbound Recruiting<\/strong> is one of the most telling! This technique is directly linked to Inbound Marketing. Derived from the Content Marketing strategy, its aim is toinitiate a subtle first contact<\/strong> with future customers and then convert them.Inbound Recruiting relies on content that adds value <\/strong>for the candidate before he or she even becomes one.<\/strong> <\/p>\n\n Most often relayed via the career site, this technique attracts talent to companies<\/strong>, making their Employer Brand more “relevant”. The content offered can be themed. For example, content relating to employment in general, professions, management, well-being at work, gender equality, salary, etc. <\/p>\n\n Recruitment campaigns<\/strong> can also benefit from techniques used in marketing campaigns <\/strong>: virtual reality<\/strong> tours of the premises to present the working environment of the position to be filled (e.g. discover the video created by Ubisoft <\/a>), gamification<\/strong> for job interviews, recruiter\/candidate events in unusual locations etc…<\/p>\n\n HR marketing, and in particular its HR offer component, also includes the recruitment process<\/strong>. Marketing helps to conceptualize and implement the purchasing process. With the same logic, HR Marketing helps build an accessible, fluid and attractive recruitment process. Certain stages, such as feedback<\/strong>, benefit from marketing automation and personalization<\/strong> tools to guarantee a quality candidate experience.<\/strong> <\/p>\n\n HR Marketing is therefore based on collaboration between HR and the Marketing\/Communication department… Not just anyone can become an HR Marketer. Together, these two professions bring a new dimension to corporate human resources<\/strong>… By pooling the expertise of each, the solutions provided to develop the employee and candidate experience become more obvious, more applicable and less time-consuming… So, are you ready to get closer to the marketers and embark on the “HR Marketing adventure” together?<\/p>\n<\/blockquote>\n\n2\/ Avenues to explore<\/h2>\n\n
Building loyalty through accessible training<\/h3>\n\n
Engage through organized onboarding<\/h3>\n\n
Example of an onboarding HR marketing strategy: the case of BNP Paribas<\/h3>\n\n
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Recruiting through a qualitative candidate approach<\/h3>\n\n
Tip: Implementing an Inbound Recruiting strategy<\/h3>\n\n
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