HR Marketing stands for Human Resource Marketing and is also known as personnel marketing. HR Marketing aims to create the conditions that enable the company to attract highly qualified and motivated specialists in the long term.
HR Marketing stands for Human Resource Marketing and is also known as personnel marketing. It is a sub-area of Human Resources.
HR marketing aims to create the conditions that will enable the company to attract highly qualified and motivated specialists in the long term. HR marketers focus on potential both within and outside the company.
Important: Personnel marketing is not about marketing existing staff, but rather about presenting the company as an attractive employer and thus being able to recruit new staff.
HR marketing can be divided into an internal and an external dimension:
Internal HR marketing involves (continuously) training existing employees and strengthening existing potential. Employees are given the opportunity to expand their range of skills and develop themselves.
Another focus is on retaining existing skilled workers. Through various measures – including in the area of Employer
Branding – they should be kept in the company in order to counteract the threat of skilled workers being poached in times of the “war of talent”. Such measures include various benefits, for example: attractive salary, use of company car, flexible working hours, good work-life balance, etc.
In contrast to internal HR marketing, external HR marketing is aimed at potential employees, which means that the focus is on increasing the attractiveness of the employer. Here, the employer should appear as attractive as possible on the job market so that job-seeking specialists quickly become aware of the company and want to work there.
This requires good external communication, for example through social media channels or the press. The company and its attractiveness as an employer can be advertised through employee interviews, news articles, PR campaigns and the like.
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