Why Marketing is Your HR Team’s Best Ally in Talent Management

Two professional woman talking

In the high-stakes game of chess that is today’s business world, every move counts. 

The pieces on your board? They’re your talent – the driving force behind innovation, service delivery, and maintaining a competitive edge. 

Traditionally, the strategy and maneuvers to attract and retain these key players have been the responsibility of the Human Resources (HR) department. But what if HR had an unexpected ally, another strategic mind, to help win the game? 

Enter Marketing. 

Known for its prowess in understanding audiences, crafting compelling narratives, and leveraging diverse channels, Marketing is emerging as a powerful co-strategist in the talent management arena. 

With 75% of US employers struggling to fill open roles and 45% of employers worried about finding employees with the necessary talents, according to a recent ManpowerGroup survey, this alliance couldn’t come at a better time. 

Let’s explore how and why the partnership between Marketing and HR can revolutionize talent management.

 

Understanding the Intersection of HR and Marketing

At first glance, Human Resources (HR) and Marketing may seem like disparate units within your business. HR professional’s role in talent management is clear-cut: they are the gatekeepers and nurturers of talent within your organization. 

While it may seem that marketing principles have no connection to this internal process, they actually harmonize perfectly with HR’s talent management goals. In the same way, marketers construct powerful outward-facing brands, HR is tasked with crafting an employer brand that truly resonates.

 

The Role of Employer Branding in Talent Management

“Employer Branding” is a term gaining traction in the corporate world. It’s about creating an appealing workplace image, not just through perks or facilities, but by authentically representing your company culture and values.

Employer branding refers to the way a company conveys its unique qualities and identity to the broader public.

Just as consumers favor brands that align with their lifestyle, potential employees are drawn to companies reflecting their career goals and beliefs. A recent LinkedIn study showed that 75% of job seekers consider your “employer brand” before applying, underlining its importance in attracting talent.

Marketing plays an instrumental role in this process. By leveraging marketing strategies such as targeted messaging and social media campaigns, you can effectively communicate your employer brand to the right audience. Just think of it like selling your company to potential and existing employees, not customers.

work area for branding 

Utilizing Content Marketing for Talent Acquisition

Traditionally used to engage customers, content marketing can also be a powerful tool for attracting top talent. 

It’s all about storytelling – sharing employee success stories, glimpses into your company culture, or thought leadership pieces that humanize your brand and appeal to potential employees.

Content marketing goes beyond blog posts or articles. Other formats like videos, podcasts, webinars, and social media posts can effectively communicate your employer brand. For instance, Shopify uses a YouTube series to showcase its work culture, which assists in attracting and retaining top talent.

 

Social Media as a Recruitment Tool

With its 3.6 billion global users, social media is a crucial tool for recruitment in the digital age. Here’s how you can harness it for talent acquisition:

  • Display Your Employer Brand: Show potential employees your company culture via social media. Photos from events, employee achievements, and behind-the-scenes stories illustrate what working at your company is like.
  • Advertise Jobs: Social media platforms are ideal for promoting job openings due to their wide reach and easy sharing capabilities.
  • Leverage LinkedIn: Regular updates, group participation, and advanced search functions on LinkedIn can help you discover top talent.
  • Monitor Your Reputation: Keep track of what people say about your company on social media to gain insights into your employer brand’s perception.
  • Use Paid Advertising: Social media’s targeting options for paid advertising can help you promote jobs to a specific audience, increasing the likelihood of finding the right candidate.

Social media recruitment is more than just job ads. It’s about forming connections and promoting your company as a great workplace. With proper planning, social media can become a powerful ally in talent management.

mobile job listing 

Employee Advocacy and Referral Programs

Your existing employees are powerful recruitment tools. When they love their work, they become your company’s ambassadors—providing authentic testimonials, sharing job posts, and recommending candidates. A Glassdoor study shows that employee referrals boost the odds of a successful job match by a statistically significant 2.6-6.6 percent.

So, how can marketing enhance referral programs? Here are some tips:

 

  • Brand Consistency: Make sure the referral program aligns with your employer brand.
  • Incentive Structure: Use marketing skills to design incentives that motivate employees to participate in referral programs.
  • Promotion: Use emails, newsletters, social media, and intranet to promote the program internally.
  • Feedback Loop: Like in marketing campaigns, continuously gather feedback and monitor the program’s success for potential improvements.
  • Recognition: Reward successful referrals to motivate employees and show their input is valued.
 

By leveraging employee advocacy and marketing expertise to shape referral programs, you can access a rich source of potential talent within your employees’ networks.


The Impact of SEO on Talent Attraction

Search Engine Optimization (SEO), while typically used by marketers to enhance website traffic or product visibility, is also crucial in recruitment, as optimizing online content for higher search engine rankings can significantly aid in attracting top talent.

Here’s why SEO matters in recruitment:

Job seekers typically begin their search with a search engine, using phrases related to their skills, desired job titles, or targeted industries. By optimizing your job postings with these keywords, you increase the chances of appearing in their search results, thereby reaching a broader pool of potential candidates.

Now, let’s look at how marketing can assist your HR team by using SEO to make your job postings more visible.

 

 

By using SEO in your recruitment strategy, you become more visible to potential candidates, attracting more suitable applicants.

 

Collaboration between marketing and HR can revolutionize talent management, going beyond just filling positions. It’s about drawing in individuals who fit your company culture and values, enhancing team unity, productivity, and business success. Much like marketing products or services, these strategies require ongoing effort, relationship building, reputation upkeep, and staying competitive.

Cultivating cooperation between HR and marketing is key. By encouraging them to share insights, align goals, and present a unified company image, you blend marketing’s creative tactics with HR’s understanding of people and culture. This synergy enables the creation of a robust talent management strategy, positioning your organization to thrive in a competitive market.

Laurie Heard