Embedded Files
Marketing continues to transcend outside of the marketing department. If you think about it, it's marketing's job to create the brand image of a product so that it will sell. It should make sense that marketing should be a part of HR and the branding plans of the company.
With the rise of social media, people have access to more information about companies than they ever did before. In addition to Googling a company, job seekers search social media and websites like Glassdoor.com to learn about companies. Companies can't expect that the only thing they have to do is to place a job on their company job board and applicants will come. This is not Field of Dreams and Kevin Costner will not be knocking on your door anytime soon.
While the first thought of these people leans towards millennials we must not forget the Gen Xers who have been stay-at-home parents and are now returning back to the workforce. They are also looking at the company culture. Is the company family friendly? Is a flexible schedule allowed? Are the KPIs attainable? These are some of the many questions outside of salary and benefits that job seekers are now researching.
How does marketing come into play?
1. Social Media - Usually this is managed by the marketing department. Make sure there is an HR person that can be assigned any HR related questions that may come in via social media. This site can also be used as a recruiting tool. Learn what works and create a plan to push out information including jobs with relevant hashtags.
2. External website management - Monitoring of sites such as Glassdoor.com where current or former employees rate their company is extremely beneficial and will help with the brand image of the company for job seekers.
3. Content planning and execution - Work together to create a content marketing plan that focuses on the company and its culture.
With a little search I found some great examples of companies that display their culture on social media:
This company built a microsite to display their culture and features their employees alongside the company values.
Their Linkedin Company page does a great job of promoting their products and company culture.
This is a healthcare company that does a great job of cross promoting company services and culture.
They use their Facebook page to cross-promote the company and culture. Who knew dentistry could be so much fun!
They have specific social media channels that discuss their culture but seem to continuously cross promote the business and the HR channels.
Working with marketing to define your brand can be beneficial not only for the products or services it sells but also for the entire company as a brand. Working as a team Marketing can help HR create the brand image that will help fill positions which in turn will help the overall company profit goals. It really is a win-win situation.
Let me know if you need assistance creating your content marketing plan that embraces your company culture and will help to fill open positions.
Originally published on August 11, 2016.
Page updated
Google Sites
Report abuse