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02 Aug 2023
by Lucie Gosling-Myers

Why HR should think like marketing in the war for talent

Marketing and HR have similar functions, albeit with different audiences. Here’s what HR can learn

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In today’s competitive job market, businesses are facing a tough challenge: attracting and retaining top talent. To win the war for talent, HR departments should adopt marketing practices and compete for talent in the same way companies compete for customers.

There are a few reasons why HR should act more like marketing. First, both marketing and HR are focused on understanding and meeting the needs of target audiences. In the case of marketing, the target audience is customers; in the case of HR, the target audience is employees.

Second, both marketing and HR use a variety of tools and techniques to reach their target audiences, including advertising, public relations and social media. HR can use these same tools and techniques to promote its employer brand and attract top talent.

Third, both marketing and HR are responsible for building relationships with their target audiences. Marketing builds relationships with customers by providing them with information about its products and services. HR builds relationships with employees and job candidates by providing them with opportunities for growth and development.

How HR can act more like marketing

By adopting marketing practices, HR can become more effective at attracting and retaining top talent.

Create a strong employer brand. This is what potential employees think of when they hear your company’s name. A strong employer brand will make your company more attractive to top talent.

Additionally, if an organisation has a strong employer brand, especially one that resonates with current employees, it will also have a significantly lower turnover rate. LinkedIn research indicates that companies with a strong employer brand have a 28% lower turnover rate than companies with a weak employer brand.

Social media is a great way to connect and interact with potential job candidates and share information about your company’s culture, values and opportunities. Research has found that 49% of recruiting professionals who use social media for recruitment reported that these platforms brought in higher quality candidates.

Make the recruiting process easy and efficient for potential employees by having a clear job description, a quick and easy application process and a timely response to candidates.

Provide competitive compensation and benefits and make sure your company’s benefits package scores well compared to other companies in your industry.

Create a positive work environment where employees feel valued, respected and supported. This will make your company more attractive to top talent and help you retain employees and keep them engaged.

By adopting marketing practices, HR can become a more strategic partner in the business and help it achieve its goals. Attracting and retaining top talent can lead to improved business performance. According to a study by Gallup, organisations with high employee engagement have 23% higher profitability.

Working together

HR can provide marketing with insights into the company’s employee demographics, satisfaction levels and turnover rates. This information can be used by marketing to create more targeted and effective recruiting and retention campaigns.

HR and marketing can also collaborate to develop and implement employee branding initiatives. Employee branding is the process of creating a positive image of the company as an employer. This can be done through a range of channels, including the company’s website, social media, and employee events.

For further information, visit Lockton’s People Solutions page.

In partnership with Lockton People Solutions

Lockton provides creative people solutions that make life better, for your business and your people.

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