Strategic personnel marketing involves building a strong HR brand and creating a positive image of the company, where people want to work and build a career. It is formed for both existing and potential employees and is based primarily on defining the company's mission and goals, as well as communicating them to the audience. Advertising its own values indicates that the company does not simply work for the sake of making a profit, but also has at its core an idea that unites employees into a single team, as well as a corporate culture.
In addition, it is necessary to identify the business goals of the organization and determine which specialists will work to achieve them.
An employer brand fusion database audit is also important, as it helps to assess the company's reputation in the eyes of staff and job seekers. It is carried out using such methods as an internal employee survey and studying reviews of the company on the Internet. Based on the data obtained, it is possible to draw a conclusion about the strengths and weaknesses of the enterprise and develop an action plan to improve work in areas where there are problems.
Development of the company's HR brand
Employee Value Proposition – enterprise value proposition
If the personnel marketing analysis is carried out correctly and the HR branding strategies are planned competently, there is every chance to influence the audience's perception of the company. To do this, it is important to form a "Portrait of an ideal employee", including the most important qualities of potential employees, and to prepare an EVP (Employee Value Proposition) - the value proposition of the enterprise.
The EVP for people that a company wants to see among its specialists includes the following parameters:
compensation - the amount of salary, bonuses, additional social package;
ability to manage performance - availability of resources, variety of responsibilities and projects, feedback, understanding the meaning of one's activities;
opportunities for professional development – training and career growth;
w work-life balance — flexible work schedule, office atmosphere, team communication style;
recognition of achievements - improvement of the layout and equipment of the workplace, additional days off, mentioning of merits in the presence of colleagues.
Material benefits - support in difficult situations, health care, personnel marketing activities.
EVP is not only a list of bonuses for potential company specialists, but also an opportunity to tell the audience about the company's principles, demonstrate its progressive view on interaction with employees and society as a whole, and emphasize the features of corporate culture.
It is important for many people to have a job in which they will see not only a way to earn money, but also a benefit for their own and social development.
A strong brand has the following competitive advantages:
attracting and retaining real specialists;
work on motivating employees, increasing their personal efficiency, and involvement in the business process;
high labor productivity;
increase in financial indicators;
reduction of absenteeism and sick leave;
reduction of staff turnover and recruitment costs.