I started a course about foundations of digital marketing, since I promised to myself for this year, no matter what, I will gain new knowledge and skills and digital marketing is in top 3 after AI & machine learning and data analysis. Trying to understand more about digital marketing I discovered the hidden potential of digital marketing in HR.
Before being more specific on this topic, let me show this movie, which promoted Iberia flights and take a short break to think about it:
What is your first impression? Mine’s is that this company is in the spirit of Spanish people – friendly, attached to family. There is more about travelling as a source of being with people they love and less about destinations and the experiment itself is a brilliant idea.
From a digital marketing perspective, the company used the movie format, the Youtube distribution channel for promoting its services, but most important the message is loaded with emotion. One of the marketing superpowers is storytelling and that is because people take decisions by heart and justify with facts.
Hidden potential of digital marketing in HR is enormous, since it could replace all the dull and standard job descriptions, which reflect work as a simple transaction, when in fact we spend almost half of our lives in offices, in jobs and beyond the skills acquired, we actually remain with the memory of our relationships.
Considering also the science, which proves that people more satisfied with their own lives are those who have better relationships, workplace plays a critical role in this.
From a marketing perspective, exposing the relationships between employees from the department which hires, it is a great way to connect people with organizations. Instead of making research as candidate on different forums about the company, for example unde lucram and filtering the experience through the eyes of former employees, which might have had a bad experience (those who are satisfied share less about their experiences because they don’t feel the need of being heard), organizations are proactive. They expose the way employees work together, what kind of tasks they are performing and how they feel in that place.
I know you might say „everything will be arranged, so people pretend to be happy”, but its more than reading some dull job descriptions, which tell you about what you will do, not why you do it and how you could feel in that team, with that manager, in that company. Also you can filter out and check how much is quality and how is marketing, as Ramona says in this article.
Hidden potential of digital marketing in HR is reflected also in the fact that companies rarely use the power of SEO and PPC in their recruitment process. SEO, or Search Engine Optimization, is the practice of improving the visibility and ranking of a website or web page in search engine results pages (SERPs). The goal of SEO is to increase organic (non-paid) traffic to a website by making it more appealing to search engines and users. „PPC” commonly stands for „Pay-Per-Click,” which is an online advertising model where advertisers pay a fee each time one of their ads is clicked. These two tools could be used better to promote job openings, to tailor ads for specific and skilled audience.
Think about the recruitment funnel and marketing funnel and see how you can use the power of digital marketing to preserve the candidates through the recruitment funnel, so to have more interviews (the 6th Stage):
The current methods are overrated and the success is measured very frequently in terms of participation to different job fairs, how many candidates you have from Linkedin Recruiter and how many jobs’ platforms you use, but these steps are done by any other company, any of our competitors so how would you differentiate of your competitors?
Do you know the power of content marketing? Everyone is using for selling his services, its a trend to be content creator even in music industry, but how much of it do you use in recruitment companies? How about to unveil the hidden potential of digital marketing in HR through these practices?
- Develop a blog or video series that highlights career development, employee experiences, or industry insights.
- Use SEO techniques to drive traffic and attract candidates.
- Tools like WordPress for blogging and video editing software like Adobe Premiere Pro can enhance your content.
If you know other methods to use of power of marketing in HR, just let a comment. Don’t forget:
Build something 100 people love, not something 1 million people kind of like!