3 MarCom lessons for HR Managers with staff shortages headaches

1. Be a Flamingo in a Flock of Pigeons

Right yes! Work on your distinctive character as an employer. And “stand out of the crowd”. Because the basic principle in marketing is: don't be like the rest, because then your customer will always go to the cheapest one. Translated into HR, this means: How is your organization different, unique or better than the rest, except for the highest salary? Too often, employers still present themselves thirteen in a dozen and not so refreshing. To position a brand in a distinctive way, we always develop a number of marketing pillars for an organization. This is, as it were, a framework for all communication. As a result, every message is now consistent, memorable and straight from the heart of the organization. Make sure that if you follow this example as an employer, your organization and vacancies will last and really impress.

2. Fish in the pond with a funnel

A what? Come on: a marketing funnel is a commonly used model in the shape of a funnel with a wide opening and a narrow bottom and maps out the journey of a potential customer. From top to bottom, the customer journey goes from suspect, to prospect, via lead to customer. The phases range from the top “getting to know the company” to the bottom “purchase”. Each phase requires a different marketing initiative and communication. With the aim of influencing your target group and converting it to the next phase. The larger the group that falls down, the more effective the marketing is.

I hear you thinking, how does this work for recruiting new candidates? Actually, exactly the same thing. In this case, the marketing funnel will be an HR funnel with the same phases from top to bottom. Each phase requires its own approach and message. You approach the group of suspects with a powerful and distinctive employer brand. And surprise the remaining leads with a speed date with future colleagues or an introductory drink with the department. By working with a funnel, you are able to increasingly tailor your message and activities to your target group. And you'll see that the relationship between suspects and new colleagues is taking new forms.

3. Keep engaging, engaging and retaining from the Customer Journey

Yes! After all your efforts, you have received a new customer or colleague. And of course, you want to keep them inside for as long as possible and make them bigger. In the case of a new customer, they therefore immediately end up in an (email) flow and periodically receives valuable messages about products/services and the organization. The amount and timing of these messages stem from the Customer Journey, which unravels based on existing customer behavior. And that gives an organization the opportunity to communicate with a customer at the right time.

The HR equivalent of the Customer Journey is the Employee Journey. And, as an HR Manager, allows you to predict, influence behavior and thus extend an employee's career at your organization. By treating employees like customers and maintaining constant good contact, you know what they need to get the best out of themselves and whether they are still happy with the organization. An effective Employee Journey therefore contains - just like a Customer Journey - multiple trigger points to achieve enthusiastic, satisfied and happy staff.

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