The power of marketing in acquisition for talent

What is HR Marketing?

HR marketing is an adaptation of traditional marketing principles to human resources. Originally designed as a sales strategy to grow the customer base, marketing was transferred to the field of human resources to implement optimal talent management.

This approach, also known as "Inbound recruiting," encompasses a set of actions aimed at attracting, convincing, and retaining future employees. It is based on a thorough analysis of candidates' and employees' needs and expectations, making it possible to adjust messaging, practices, and job offers according to observed trends.

HR marketing, developed as early as the 1980s, remains relevant today and relies on the same fundamental principles as traditional marketing, unfolding in four stages to turn individuals into company ambassadors throughout their journey, whether as candidates or employees.

The power of HR Marketing in talent acquisition

▸Attracting talent to your employer brand

The challenge at this stage is to become known and promote your organization to potential talent. To do this, it is essential to have a strong employer brand. According to a LinkedIn study conducted in 2023, 60% of employees would not accept working for a company that does not align with their values.

It is essential to be present on social media; 80.3% of French people use social networks to look for job opportunities. LinkedIn, Twitter, and Facebook are the three social platforms most used by recruiters.

▸Converting users into candidates

Your next task is to encourage users to actively join your recruitment process. To encourage them to engage further, it is recommended to include "calls to action" in your communication. These prompts can take various forms, such as

It is very important to post job offers on appropriate job boards. Whether generalist or specialized job boards, the choice must be consistent with your sector. These tools help improve your visibility and position you as an expert in your field.

In addition, an attractive job posting must be complete and transparent, including not only salary but also all elements related to Quality of Work Life (QVCT).

▸Recruiting and onboarding new talent

The advantage of digitizing Human Resources roles makes HR's day-to-day work easier and improves the candidate and employee experience. This is made simpler through the automation of certain tasks such as email nurturing.

This makes it possible to maintain and nurture a connection with candidates who are part of the organization's talent pool. Moreover, setting up an automated workflow represents real added value. This lever allows the future hire to be notified in real time of the progress status and handling of their application, throughout the entire recruitment process.

Human Resources can automate and manage workflows through an ATS software, also called an "application tracking tool."

▸Retaining employees

HR Marketing promotes a long-term vision; rather, it is about working to retain the existing workforce. This helps reduce turnover risks, thus avoiding the need for frequent recruitment and the financial costs that would result.

Your employees have a crucial role to play in improving your company's reputation through their recommendation of your organization. To encourage this approach, it is advisable to regularly gather your employees' opinions and feedback through questionnaires.

These requests give them the opportunity to express their feelings, opinions, and suggestions. By taking their feedback into account, you will show how much you value their views, thereby helping to recognize their worth.