人力资源管理人员作为营销人员?是的,好的是5个关键方式

HR is never thought of as a marketing-adjacent department. In fact, we see HR managers as responsible for recruitment, hiring, onboarding, training and development, coaching, payroll, and housing a lot of files on employees.

But HR also has an audience – virtually everyone who works in an organization. And developing some marketing strategies to reach the audience within an enterprise can actually boost the brand, generate loyalty, establish relationships, and get conversions – just what content marketers do.

So, here are five marketing strategies that good HR managers should employ in this digital age.

Identify Target Audiences

将有几个组织 - 高管,经理,主管/团队领导者,IT,文职人员。所有这些都接受了大量的内部电子邮件S.every week. Rather than send a long memo/email targeting everyone, good HR managers segregate their audiences and target them with specific information. People are far more likely to read that email because it is concise and only relates to them.

This is also a good strategy when a new program is coming down the pike. If there is a new training and development program coming up, there should be two separate emails sent out – one to those that should be signing up for the program and one for supervisors or managers who need to encourage their team members to sign up. The one to potential attendees should target the value and benefit to them. There will be different benefits to supervisors and managers.

Use Many Channels

营销人员知道重要的广告系列需要多种联系方式。例如,他们将使用博客帖子,社交媒体,通讯和电子邮件。他们还突出了客户,鼓励客户对话/反馈并在可能的情况下使用视觉效果。

营销品牌的人力资源管理人员可以做同样的事情。

  • 他们可以向个人或小组发送短信;
  • They can develop mobile apps that can act like newsletters and direct employees to new information and announcements.
  • 这些移动应用程序可以支持视觉效果,视频和其他引人入胜内容。
  • Many HR managers start a company blog and solicit employee contributions
  • If the company is on social media (and it should be), encourage employees to access those platforms and participate.

Marketing a company to internal employees in these ways makes them feel valuable and gives them some “ownership” in the company.

制作“家务”轻松

什么营销人员确实使客户旅途尽可能轻松。一切都加载很快;方向很清楚;从浏览到选择到付款的运动是平滑的。

人力资源经理有员工的任务应该是海mless and easy as well. By having one part of a site that holds all “housekeeping” tasks, employees only have to access one place to take care of all their “paperwork” responsibilities – changing their W-9’s, providing paperwork required for their health insurance, signing up for other benefits, and all other paperwork that is due periodically. Putting it in the format of a mobile app also allows access on their time and their preferred devices.

招聘

营销人员招聘领导。它们通过创建,发布和推广特殊内容来执行此操作。目标是获得更多访问者,建立对话,连接并获得那些是提供电子邮件地址或购物的形式的转化。

HR has a recruitment role to play, too. It must craft job postings and descriptions, publish them in the right places and get conversions in the way of responses. HR managerswant to find the best talent(their version of leads) out there and can use any of the various tools out there to digitally screen applicants for the best prospects.

Measuring ROI

everythi营销人员有必要的措施ng – they can track every visitor to a site or blog post; they know what they have looked at, how long they have stayed on a page, where they came from, and when they convert in some way. They can re-target customers and visitors with additional products and track whether they “bite.” All of this is because of data science, and it tells marketers what is working and what needs to be changed.

HR can use data science too. While the ROI is not measured in ultimate revenue, it is measured by participation, whether that is in a new wellness program, use of the company website, downloading the newsletter, or taking part in satisfaction surveys. The opening of text and email messages can be tracked as well. The smart HR manager will use the science that is available to determine what is working well, and what may need to be re-modeled and improved. In this day of growing remote individuals and teams, this is especially important.

The Purposes of HR Have Not Changed – The Methods Have

HR is a varied and complex function of any organization. There are just so many sub-components. But one important and overall function is to keep employees engaged, to keep them satisfied, to ensure that they have the information and training they need, and, ultimately, to enhance “buy-in” and loyalty. Our digital world has given HR professionals many ways to do this. If they begin to think of themselves as internal “marketers” for the company brand, they will use the strategies and tactics that their marketing counterparts do to make big changes within the company.

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珍妮特安东尼是一个充满激情的博主和自由作家MasterGrades.comShe is always seeking to discover new ways for personal and professional growth.