Hr Marketing

Hr Marketing

HR marketing is a marketing approach applied to human resources that has been developed since the 1980s to facilitate talent management.

As a set of methods and means at the disposal of an organization to promote, in the audiences in which it is interested, behaviours conducive to the achievement of its own objectives, marketing can be applied to human resources.

By applying this definition to human resources, it is possible to draw a parallel to define HR marketing:

the "organization" representing the company, the administration, the association....,
"the audiences in which it is interested" representing employees, potential candidates, prescribers....,
"behaviour favourable to the achievement of its own objectives" representing motivation, adherence to the company's strategy, the application form...

HR marketing issues

HR marketing allows the company to get to know the company better:

its market: job market, training market....
its environment: laws, regulations, the evolution of society....
its direct (same sector of activity) or indirect (same profile sought) competitors,its audiences, their needs and expectations.
Thanks to marketing, and based on the analysis of these different data, it is then possible to propose a positioning of the HR offer and to propose a marketing mix composed of 4 founding elements (the 4Ps):

the Product: HR services (training program, integration system, etc.),

the Price: generally equivalent to the cost of the service, Distribution

policy: direct distribution (HR services) or indirect distribution (management, peers, etc.),

Advertising: i.e. HR communication (recruitment, institutional, HR policy...)

HR marketing approach

Faced with a problem of talent shortage in certain functions, the evolution of the relationship at work but also the "economy of infidelity"giving rise to zapping behaviours, human resources are looking for new performance levers. They are then interested in marketing, which makes it possible to respond to a number of behavioural problems they have to face, particularly with regard to the attractiveness of the company, the attractiveness of potential candidates, and the motivation and loyalty of employees. This is how the notion of HR marketing emerges.
First considered as a fashionable phenomenon, the latter gradually seduces communication and then human resources professionals because it allows them to consider new perspectives to improve the efficiency of human resources in general and human resources communication in particular.