2017 will be blanketed by a myriad of digital marketing strategies for HR firms. From recruitment and onboarding to employee engagement – human resources personnel must be ready to embrace new trends, staying ahead of the curve and meeting the needs of discerning employees across the board.
Wait, back up the bus… did that just say – MARKETING? For human resources?
The job market is becoming increasingly competitive, with unemployment numbers continuing to fall. That means employers have to set themselves apart from other companies. It means communicating your company’s values, beliefs and the ways in which you’re working to be an employer of choice. In short, marketing.
So yes, today, marketing means digital marketing – and digital marketing is powerful stuff for human resources. Sending letters to employees homes is so 2015… now, you need to be online, transparent, and ready to embrace the demands of an entirely new kind of job-seeker.
Employee-centric websites can serve as information hubs for recruiters and talent. In fact, your company’s website is usually the first platforms for job seekers scanning available opportunities and listings. With this in mind, your website must be up-to-date and reflect all the current and burgeoning employment trends. From industry developments to top hiring prospects, your sites should also include a wealth of resources for clients and talent. We’re talking about employment listings, growth reports and informative articles that correlate with several industries and niches. It is also vital to implement social media links and SEO strategies to secure brand visibility and awareness. In fact, meta tagging and keywords still play a pivotal role in connecting users to the services and information they need.
Beyond recruitment, HR will need to embrace digital marketing in the onboarding process. Begin with emails to your teams that keep everyone informed of any start dates for new hires. This makes sure your new employee has all the software, hardware, training, and resources they need to hit the ground running. Consider automated fulfillment of a gift of premium items, so that new employee will feel welcome and part of the team immediately. Add to that some relationship-building marketing emails for your new employee, helping them get acclimated without overwhelming them on their first day.
And look for places to implement a digital marketing strategy in every corner of your online presence by creating an interactive onboarding program that will allow new hires access to the information they need as they get started in their new position.
Of course, regular email newsletters will continue to play integral roles in all HR marketing campaigns. However, these materials can also serve as mobile blogs for all your new and existing subscribers. This means the content should effectively attract and engage job seekers and clients – while addressing all their questions and concerns.
This is where knowledge of online content creation becomes important – what kind of voice do you want for your company in this arena? What topics are vital to cover, and how will you convey who your company truly is? This kind of digital marketing is what draws people to companies today – and repels them just as quickly. It’s important to truly reflect who you are and the kind of team you’re continually building to help your company reach its goals.
Your email content should always be easy to scan and digest as well. Creating memorable content helps generate a lasting buzz about your company
As always, mastering the right social media platforms will be imperative in reaching the right people and drawing them to your company. Recent statistics show that 79 percent of job seekers use social media for daily searches. This includes Facebook and Twitter, along with other platforms and networks. With this in mind, your HR department should continue cultivate relationships on social media platforms relevant to the kind of people you hope to attract. This will help you reach your prospective team members on a large scale – while effectively marketing the things that differentiate you from your competitors to specific individuals.
Believe it or not, depending on who your company is, Instagram and Pinterest can both be especially helpful in establishing a visible presence for your company. Savvy HR professionals utilize these platforms for posting industry growth charts, pictures, videos, and anything that connects their company to what their kind of job seekers are looking for.
So, digital marketing strategies for HR doesn’t sound so far-fetched in 2017. Embracing these concepts can help you build a stronger company with an unbeatable team of engaged employees.