The new form of marketing - Recruitment - Human Resources Marketing

Business Asia, Dec, 2002 by Cliff Stoneman

Companies are generally starting to discover that the simple action of advertising a vacancy in the newspaper is no longer adequate means for successful recruitment. The process of waiting for a response, short-listing candidates and appointing an individual is both a timely exercise and is not delivering the results the company desires. Companies that wish to stay in business and expand have to explore different alternatives when it comes to recruitment to remain competitive and achieve their overall company objectives.

Human Resource (HR) Marketing is a new term that is beginning to be used by many companies. Top level executives are starting to realise how important it is to positively market the company brand both internally to current employees and externally to potential candidates. Making your company more marketable in a recruitment sense means you will be able to attract higher quality applicants who will aspire to be a part of the organisation, which will ultimately affect your bottom line.

Developing an HR marketing strategy is not a difficult task but needs to encompass the expertise from across a range of functions within the company. Initially, HR will take the lead, but marketing, public relations, legal, accounting, and senior management also have a vital role to play in designing a practical and workable solution that not only will increase the company's profile but will minimise risk to the organisation and boost profitability. I have come across HR executives that are hesitant to sustain a continual public employment profile due to budget restrictions. "We don't need to be proactive at the moment because we are not currently recruiting and we don't have the resources for an `employer of choice' strategy".

Whether you are recruiting or not isn't an issue, the feast or famine approach to recruitment is no longer effective. The reality is that your company's employees are the "public" with opinions, attitudes interests and desires. This means that a continuing HR marketing strategy is also critical from an internal perspective, so you are not only attracting high-caliber people, but retaining them.

A consultative approach is required when forming a HR Marketing strategy. A positive employment profile should promote what your company's employees value. It should entail your encouragement and acceptance of their beliefs and attitudes and showcase a positive working environment. Marketing your company from an employment angle is necessary if you want the best people to want to join your company now and especially in the future. If you don't recognise the need to adopt an HR Marketing strategy you will be behind those that do.

* Cliff Stoneman is the managing director of eoc Consulting Asia Pacific.