Is it worth investing in personal marketing?
The times when the employer was the party that had the last word in recruitment process are gone forever. Today, you have to fight hard for employees. But how to do it wisely and achieve the intended results? The answer to this question is personal marketing.
What is personal marketing?
More precisely, personal marketing is a set of internal and external activities carried out by the company, aimed at current and potential employees. The recipient of these activities is treated as a customer, and his or her needs and expectations are the focus of the entrepreneur’s attention. But what does it look like in practice?
What does the employee expect?
According to personal marketing, the employee is not perceived only in the economic aspect – the profit he earns. He is an entity that has its own needs and strives to meet them. Satisfaction with meeting them has a positive effect on his involvement, and thus – cooperation for the development of the company.
According to research conducted by the Randstad Research Institute, the main reason why employees change their employer has changed. 63% of respondents indicate the desire for professional development as the reason for leaving work. Such a turn of events forces the organisation owners to rethink their strategy and adapt it to the current expectations of the labor market. Auctioning with the salary value may no longer bring the expected results.
How to implement personal marketing?
When implementing the strategy, we should constantly keep in mind the goals we set. We can define them in two steps. Primary goals are the assumptions that we should take care of first. They are the starting point for the implementation of secondary goals, the second stage of our activities.
First, let’s define the primary goals:
- Identification of the needs of current employees who are perceived as internal or external customers.
- Tracking changes in identified needs.
- Satisfying the needs of current and potential employees, so as to simultaneously support the achievement of the goals of the entire organization.
Second – secondary goals:
- Building the company’s image as an attractive employer for whom the employee is an equal partner (more about the employer’s brand here).
- Attracting and keeping employees whose potential determines the unique personality of the company.
- Creating a space for the full use of employees’ skills and abilities to stimulate their activity and creativity.
- Establishing and strengthening ties with the company’s environment before its participants become actual employees.
- Maintaining relationships with former employees.
The number of issues that we must remember is quite large. At the same time, it is worth mentioning that the implementation of a personal marketing strategy should be preceded by appropriate research.
Benefits of personal marketing
Now let’s answer the question asked at the beginning of the article. Is it worth investing in personal marketing? As a part of the answer, let’s trace the profits that we can achieve.
From the employee’s perspective, personnel marketing affects:
- raising qualifications
- personal and professional development
- effective implementation of entrusted tasks
- the need to engage in the life of the company
- sense of job satisfaction
- team affiliation
- sense of security
And from the perspective of the employer, it positively affects:
- employee loyalty
- reducing staff turnover
- increased efficiency
- increased employee involvement
- positive recommendations of the company as a place worth working for
- optimization of the recruitment process
- awareness of the needs of employees and the ability to react quickly to changes
- increased human capital