Many companies have not yet adapted HR marketing and recruiting strategies to the current competitive conditions. This is shown by the study "Successful Employer Branding in Small and Medium-Sized Enterprises" by HR Blue and the Königssteiner agency. In this article, we'll dive deeper into the study results and what they mean for modern day recruiting. We'll also share some recommendations for how to implement HR marketing in your own strategies.
According to the survey, only 23% of the companies surveyed believe they can meet their recruitment needs. Only 23% rate the response to job advertisements as completely correct and only 50% of the companies rate their own external appearance as an employer as authentic. In addition, 22% of the companies surveyed don't know whether their job advertisements are attractive for their target group. 78% do not use the full range of media to address their target group. Ultimately, only 26% of companies rate their external presence as a competitive employer. These data make it clear that most companies see a need for action in the area of HR marketing and recruitment strategies.
Recommended actions for HR marketing and recruiting
- The employer brand and corporate brand are directly related. This should be taken into account in all strategies.
- Optimization of recruitment through careful selection of communication channels
- Target group specific candidate approach
- Talent pooling or the early creation of a database consisting of potential candidates
The challenge of establishing effective HR marketing and recruiting is enormous, especially for small and medium-sized companies. They do not have the awareness like larger companies, which is why the awareness effect of the corporate brand on the employer brand is lower.
For this reason, effective HR marketing is particularly important for small and medium-sized companies. By addressing target groups in the right way, the company will be perceived as a potential employer. Candidates who are convinced of the employer's attractiveness will be motivated to send an application.
Check out our page "The Ultimate Guide to HR Marketing" to find further resources on the topic of HR marketing.
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