Personalmarketing 4.0: Employer Branding über Social Media wird wichtiger und wichtiger. Einige Unternehmen haben bereits eine HR-Marketing Abteilung, was zeigt, dass die Grenzen von Marketing und Human Resources kaum noch trennbar sind. So kann beispielsweise auch der altbekannte Marketing-Mix auf den Bereich Personal übertragen werden. Die vier Ps – Product, Place, Price und Promotion – lassen sich wie folgt auf das Personalmarketing anwenden:

Product

Durch interne und externe Personalmarketing Maßnahmen wird das Produkt, welches in diesem Fall das Unternehmen selbst ist, beworben. Employer Branding dient hierbei dazu, den Arbeitgeber so attraktiv wie möglich darzustellen, um Personal zu rekrutieren.

Place

Im Personalmarketing Mix ist mit Place nicht zwingend der Arbeitsplatz gemeint, wobei der Standort sicherlich zur Attraktivität des Arbeitgebers beiträgt. In diesem Kontext wird jedoch eher eine freie Vakanz im Unternehmen bezeichnet. Die Führungsebene und die Recruiter sind dafür verantwortlich, passende Kandidaten für offene Stellen des Unternehmens zu finden. Um einen neuen Mitarbeiter mit den erforderlichen Qualifikationen zu finden, müssen die Anforderungen klar umrissen werden. Dies muss dann mit der Zielgruppe eindeutig kommuniziert werden, um Missverständnisse und Enttäuschungen zu vermeiden. Werden die Werte des Unternehmens klar dargestellt, können potentielle Mitarbeiter von vornherein abschätzen, ob das Unternehmen zu ihnen als Mensch passt, oder nicht.

Price

Nicht nur das Gehalt spielt in puncto Price eine wichtige Rolle. Für die optimale Gestaltung des Preises müssen auch verschiedene Zusatzleistungen für den Arbeitnehmer bedacht werden, die die Attraktivität für diesen erhöhen. Urlaubs- und Überstundenregelung, Zulagen und Sachzuwendungen zählen mit der Gehaltsvorstellung auch dazu. Außerdem sind eine flexible Gestaltung der Arbeitszeit, sowie leistungsorientierte Vergütungsmodelle für Bewerber besonders reizvoll. Angebote wie diese tragen zum Erfolg der Personalrekrutierung bei.

Promotion

Ein weiteres wichtiges Element des Personalmarketing Mixes ist das der Promotion. Besonders heutzutage, in Zeiten der zunehmenden Nutzung von Smartphones und sozialen Medien ist ein Umdenken in der Kommunikation mit potentiellen Bewerbern notwendig. Für das interne und externe Personalmarketing ist es wichtig, die Kanäle zu kennen, die die Zielgruppe nutzt. Dort zu kommunizieren, wo die Zielgruppe sich aufhält, ist das A und O für eine erfolgreiche Zielerreichung. 

Sie wollen eine Azubistelle besetzen oder High Potentials erreichen, die gerade ihren Uniabschluss gemacht haben? Platzieren Sie Ihre Kommunikationsbotschaften u.a. auch in sozialen Medien und Businessnetzwerken. Nur, wenn die Botschaften zielgruppenspezifisch aufbereitet sind und Sie die richtigen Plattformen nutzen, erreichen Sie die vielversprechenden Kandidaten, die für Sie als Arbeitgeber interessant sind. Social Recruiting und Active Sourcing sind dafür sehr geeignet und eine ideale Methode, um gezielt Kandidaten anzusprechen, die optimal zur freien Vakanz passen. Wenn Sie mehr darüber wissen möchten, kontaktieren Sie uns gern!

Employer Branding und Candidate Experience runden den Personalmarketing Mix ab

Talent Relationship Management und Active Sourcing tragen heutzutage auch zum Erfolg des internen und externen Personalmarketings bei. Diese Maßnahmen dienen dazu, qualifizierte Mitarbeiter für das Unternehmen zu rekrutieren. Dabei werden potentielle Kandidaten aktiv angesprochen und gleichzeitig wird versucht, eine positive Beziehung zu etablieren. All das geschieht im Rahmen des Employer Brandings und beeinflusst zudem die Candidate Experience. Dieses Marketinginstrument sorgt für einen angenehmen Bewerbungsprozess, der Kandidaten im Optimalfall an das Unternehmen bindet. Auch das Employer Branding profitiert dadurch, da neue potentielle Kandidaten von den Empfehlungen hören und somit zur Bewerbung animiert werden. Der gute Ruf verbreitet sich, und der Arbeitgeber erhält mehr Bewerbungen von qualifizierten Bewerbern.

Generell lässt sich sagen, dass zur Steigerung der Arbeitgeberattraktivität und des Unternehmensimages alle vier Säulen des Personalmarketing Mixes wichtig sind. Hierbei sind vor allem die Kommunikationswege entscheidend. Nur wenn Unternehmen die richtigen Kanäle, zur richtigen Zeit, am richtigen Ort nutzen, kann das Personalrecruiting und Employer Branding effektiv umgesetzt werden. Wenn die Bewerber eine wertschätzende Behandlung erfahren und mit einem positiven Gefühl aus dem Bewerbungsprozess gehen, ist bereits ein großer Schritt getan, diese an das Unternehmen zu binden.

Sie möchten Ihren Bewerbungsprozess optimieren und Social Recruiting oder Active Sourcing zur Kandidatensuche anwenden? Schreiben Sie uns gern!

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