How Your Marketing Can Help Attract Better Talent

March 15, 2017 | 1,364 views

How Your Marketing Can Help Attract Better Talent

How Your Marketing Can Help Attract Better Talent

It’s not often that marketing intersects with the world of HR but when it comes to recruiting, there’s a distinct overlap. Although it might not be crystal clear on the surface, when you dig in, it’s easy to see why marketing is a great tool to use to attract better talent.


Here are a few of the marketing items you should take note of when thinking about how it impacts recruitment.


Understand Your Brand

Your brand is what people say when you’re not around. Yes; colors, logos, and copywriting schemes play a part, but ultimately, your brand is defined by your reputation.


This reputation doesn’t only impact your buyers. It also impacts the type of talent you attract to your company. If you don’t understand your brand and put an emphasis on making people feel good about doing business with your company, you won’t find the type of employees who will feel good about working for your company either.


Focus on the Buyer Experience

Traditional marketing methods, such as direct mail or television advertising, bundle customers into big groups. They send a mass message and hope it reaches the right people so they can see a small amount of return on their investment.


This marketing strategy doesn’t pay as high of a return as more targeted campaigns because the customer’s experience with the brand becomes more of a shoulder shrug than something to rave about.


This broad-brush, lackluster approach extends to the type of employee your business attracts too. If you’re targeted with your communications, you can reach the target market and the target employee you want to hire. This in turn improves your buyer’s experience with your brand because you’ll have better employees working at your firm.


Use Marketing to Set Expectations

When motivated talent see companies doing innovative things, it’s only natural that they want in on that type of forward momentum. The way you market your business gets noticed not only by customers, but also by future employees.


Your marketing can set the tone for what you expect of the people in your company. For example, if you have many voices of employees on your blog, a future employee will know that you require your team to write, and write well. Another example is how tech-savvy your business is. If you use high-tech marketing methods, top talent will take notice and know that they can expect that tech-savvy approach to everything that’s done with your business from scheduling to social media. If someone’s not on board with this approach, chances are he won’t apply, saving you from a potentially bad hire.


Marketing’s Role is Bigger Than It Seems

The marketing department plays a bigger role than it might initially seem when it comes to finding new employees. By focusing on your brand and your buyer’s experience, you can use your marketing to help set expectations for what it’ll be like to work with your company up front. This will help attract the best and repel the rest.


Author Profile Jon Forknell is the Vice President and General Manager of Atlas Business Solutions, Inc., a software marketing company specializing in employee scheduling software, including ScheduleBase employee scheduling software, and other business software solutions. In the past, Jon has been recognized by the U.S. Small Business Administration as a SBA Young Entrepreneur of the Year. Atlas Business Solutions was named as one of Software Magazine’s Top 500 Software Companies in 2004 through 2007 and again in 2010, 2013 and 2014.

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