In the modern labor market, there is a competitive struggle between market entities for useful human resources used in production.
The subject of trade in this case is knowledge, skills and abilities, as well as experience and seniority, which are exchanged for wages. Companies fight for the best workers who can ensure their growth and development. Competition forces companies to resort to using various tricks to stand out from the crowd.
The personnel fusion database marketing management system includes several stages:
formation of goals and objectives;
study of the market structure and current working conditions;
niche segmentation;
representation of the company on the market;
thinking through marketing activities;
making adjustments during the implementation of the work plan.
It is obvious that goal setting and allocation of specific tasks are the basis of the entire personnel marketing system. In order to do something, it is important to understand why the company needs it. Personnel marketing in all its diversity is formed on the basis of the allocated goals and tasks.
The second stage involves assessing the market structure and understanding the situation in your industry in terms of its attractiveness to people looking for work (salary levels are crucial). Methods such as SWOT analysis and benchmarking are used for this purpose.
To understand whether demand matches supply, you should analyze the market situation. To do this, you can study the resumes of applicants, then adjust your requirements for candidates and generally make vacancies more attractive.
Market segmentation is not an easy process, but as a result, you can competently fit into the desired niche. The company acts as a consumer offering its conditions to the market.
The fourth point logically follows from the third. Having determined the market situation and found its place, the company begins its personal positioning on the labor market, creating the most attractive conditions for applicants.
After this, it is necessary to develop marketing activities that will promote the company in the labor market.
After going through all the stages of the work, you should evaluate its results and make adjustments if necessary.
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Personnel Marketing Tools
In personnel marketing, various tools are used (both individually and in combination):
Monitoring job applicants. This tool is usually used when interviewing several candidates at once. In this case, the specialist monitors their interaction.
Surveys (conducted on a mass scale) and interviews (of an individual nature).
Work with focus groups. Each of their participants asks their own questions. The decision is made jointly.
Questionnaires and testing. The tools are aimed at specialists from different fields: the first one is for humanities specialists, the second one is for workers in technical fields.
Using an existing database.
Traditional job postings. To select worthy candidates for interview, you will have to study the resumes of a huge number of obviously unsuitable candidates.
Participation in job fairs and posting advertisements on job exchanges.