Using the services of recruiting agencies. This is the way of large enterprises, whose HR employees do not have the opportunity to independently and promptly search for employees for open positions. Especially if there is a high turnover of personnel.
Recruiting specialists, poaching them from competitors.
Competitions for filling vacancies. They are held when it is necessary to find an employee for a responsible and highly paid position.
Monitoring and fusion database measuring the effectiveness of personnel marketing
The development of personnel marketing involves monitoring its effectiveness. There are three types:
Preliminary. Despite the fact that at the stage of market research and analysis of applicants, marketers do not develop specific steps, the situation must be monitored.
Current. This type of analysis is needed to track the situation at the moment. Specialists monitor the implementation of planned plans and the work of the company's employees. It must be carried out according to the planned scenario and in accordance with the created structure. If a decrease in labor efficiency is detected, adjustments can be made to it.
Final. Conducted after each stage of work to track its results. If necessary, a new action plan is formed and implemented.
Personnel Marketing Effectiveness
How to understand whether personnel marketing was useful? Methods for calculating its effectiveness are presented below.
M = BP / OP
Where:
M – costs of conducted marketing, including the cost of implementing modern technologies, training and improving the qualifications of personnel, etc.;
BP – company budget;
OP – enterprise turnover.
M = IM / P
Where:
M – marketing;
IM – investments in marketing programs;
P – total profit.
This formula is used less frequently, as it can be difficult to calculate the benefits of actions taken within the framework of personnel marketing. As a rule, the method is used in the case of opening a new division at the enterprise, which is accompanied by HR events.
There is also an additional general calculation method - by deriving an average value, where such indicators as total profit and the number of full-time employees at the enterprise are used. However, it will not be possible to obtain adequate data in this way, the value will be inaccurate.
Download a useful document on the topic:
Checklist: How to Achieve Your Goals in Negotiations with Clients
Examples of companies successfully using personnel marketing
It must be said that in different parts of the world, approaches to solving personnel issues differ greatly.
For example, Japan has a policy of lifetime employment: people are hired from outside only for lower positions, and then they begin to grow within the company. This is also influenced by some features of the Japanese education system. For example, many educational institutions train generalists who receive a narrow specialization when they start working for a specific company. That is why it is easier to raise a top-class professional with certain competencies within a company than to find him on the labor market.
In Western Europe (in particular, in Germany), businesses often look for workers through internal sources, although job postings are also posted externally. And preference is given to their own employees, rather than applicants from outside, although formally the conditions of employment are equal for everyone.
American companies treat both internal and external sources of personnel equally. Accordingly, the opportunities for hiring are identical for everyone.
British Petroleum