Companies are only successful in the long term if they can find, retain and retain qualified and motivated employees. But how can companies attract talented applicants?
An attractive employer brand is a good start. And to ensure that applicants actually apply after the first contact, professional personnel marketing is needed. Here are some practical tips.
Let the brand shine – even for applicants
A strong employer brand is crucial to attracting talented applicants. Many companies invest time and money in creating and developing their values and culture – but forget to communicate them to the outside world. This is a major shortcoming, because many talented people only apply to companies whose values and ideals they agree with.
Young professionals and young professionals in particular attach great importance to purpose. If the company values are not noticeable on the career site, in job advertisements or in the social media feeds, applicants have no chance to determine whether they fit the company or not. And they don’t get a glimpse “behind the scenes.” As a bonus, the communicated values also have an impact on existing and future customers.
There are many ways to communicate a company’s values and culture to the outside world through various channels and to share them with potential applicants. Here’s how:
Attractive career site for applicants
Designing an appealing and informative career site is a key component of successful recruitment marketing. An attractive career page is more than a list of open positions; it offers insight into the company’s culture, values and vision.
This content is part of any engaging career page:
- Brief description of the company
- Insights into the teams, projects and workplace
- Sympathetic testimonials or employee interviews
Especially the focus on the employees can help to emphasize the authenticity of the company and appeal to potential applicants. BSI’s career page provides a comprehensive picture of the company and the employment conditions in addition to the open positions:
Employees as testimonials
Employees are ambassadors for your company and thus have a significant influence on employer branding. This potential can be exploited by recruiting selected individuals internally as ambassadors. Company ambassadors or testimonials have the task within the company of communicating the preferences of employees with regard to their company and their work by offering insights into their job and the company, particularly online on the employer’s channels or also on their own private channels. Because testimonials come from people who already work at the company, they lend a high level of credibility to HR marketing. In addition, by presenting their personal experiences directly, they provide a realistic insight into the corporate culture, work environment and career opportunities. Potential applicants tend to trust the experiences and opinions of employees more than the classic marketing slogans of the company.
When implementing testimonials, it is worth ensuring that they are authentic and reflect the diversity of employees and their different perspectives. iSolutions sets a good example:
Recruiting campaigns for long-term success
Recruiting campaigns give you the opportunity to draw the attention of potential applicants to your own company – regardless of current vacancies. Successful examples are often based on a basic idea or a core message that needs to be conveyed. When developing a new campaign, we draw on proven marketing tools.
- Understand target group
- Convey a clear message
- Choose different channels
- Use creativity and originality
- Measuring success and optimization
In most cases, a campaign uses a variety of formats and channels. This means there is not just one poster, but many individual activities designed to reach the target group at different touchpoints. Often, a good basic reach is also supported by collaborations. The airline SWISS recently launched a broad, cross-channel recruiting campaign:
Personnel marketing as a service
Would you like to learn more about personnel marketing or the possible implementation of individual components? We will be happy to advise and support you and also offer personnel marketing on a subscription basis – customizable and flexible to use.
