HR Marketing: 7 biggest mistakes to avoid

Tuesday, November 21, 2023

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HR Marketing:  7 biggest mistakes to avoid

In today's competitive job market, it's more important than ever for companies to have a recruitment strategy based on the new principles of success. One of the key elements of this strategy is the judicious combination of marketing, agile technologies and, of course, our precious human resources. Too many companies fail to see talent acquisition as a form of marketing, and the truth is that recruitment is all about selling your company to potential employees. In the new reality of the talent market, it's impossible to sustain successful digital campaigns without agile technologies that can increase the scope of action of teams.

HR marketing starts with an attractive employer brand, and can make a significant contribution to attracting the best talent to an organization. By harnessing the power of marketing applied to the human resources function, you can create a compelling employer brand that will set you apart from your talent competitors. This can be particularly important in sectors where there is a shortage of qualified candidates, as it will help you attract the best, even if the talent pool is small.

Another key benefit of HR marketing is that it can help streamline the hiring process. By using targeted marketing campaigns, you can attract candidates who fit your organization and have the skills and experience you're looking for. This will save you time and resources, as you can focus your recruitment efforts on the most promising candidates and avoid analyzing a large number of unqualified applicants.

Here are 7 of the most costly HR marketing mistakes:

1. Failing to invest in your employer brand: Your employer brand is a reflection of your company's values, culture and mission. These important fundamentals of appeal and DNA need to be strategically thought through, ideally accompanied by an expert, as this is an infrequent, high-impact and highly complex exercise.

2. Not adopting the right technologies: In the digital age, organizations must use agile technologies to propel marketing initiatives and create a simple, fast and frictionless candidate experience. You can't market your opportunities effectively without technology!

3. Jumping into AI projects too early: The promises of artificial intelligence applied to recruitment and job marketing are numerous, but it would be a big mistake to acquire intelligent technologies without first having a solid technological base.

4. Communicating inconsistent messages: The most important messages to get across should be the same, at all points of contact with potential candidates. Whether on your career site, social media, job boards or other marketing channels, messages must be consistent with your employer brand.

5. Targeting everyone: It's expensive to cast a wide net. Instead, focus your HR marketing efforts and investments on specific channels and audiences, targeting those who are most likely to be interested in your company and stay for the long term.

6. Not capitalizing on employee referrals: The best ambassadors for your organization and your opportunities are your most engaged employees. Not encouraging them to refer potential candidates to you is a big mistake, because it's inexpensive and has a very high probability of success!

7. Not optimizing the candidate experience : As soon as a candidate comes into contact with your organization, you need to ensure that you offer them a positive and attractive experience. Failing to measure this experience and optimize it on an ongoing basis is a barrier between you and the rare pearls you're looking for.

HR marketing isn't just for recruitment; it can also help you retain your current employees and solidify your employee value proposition. By creating a unique and attractive employer brand and communicating your company's values and culture in an authentic way, you can create a sense of loyalty and commitment among your employees. This can help reduce staff turnover and improve employee satisfaction, resulting in a more productive and profitable organization.

In conclusion, applying the new principles of HR marketing is essential to attracting and retaining top talent, streamlining the hiring process and building a strong employer brand. By investing in HR marketing, adopting powerful technologies to unleash your human resources, you can create a more engaged and productive workforce, resulting in long-term success for your organization.

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Hi, I Am Julie Hubert

CEO @ Workland

After spending more than a decade building a company which develops both technologies and recruitment services, I am now passionate about everything that relates to recruitment!

I like to share insights, key learnings, news, trends and anything that can be of interest to the Human Resources community, business owners and managers.

The present and future of recruitment is very exciting !

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