Sometimes your ice cream van sells very few horns. Why? First you need to figure out who eats ice cream most often (have you ever met my children?), And also what ice cream they like. It is necessary to deliver this ice cream to the right place and time, and all this at an affordable price.
In addition, you need to attract attention (for example, a three-meter plastic horn and a catchy melody). It is important to make sure that your ice cream is not only beautiful, but also delicious, otherwise you will find that people have begun to look for a replacement for your vanilla cone with chocolate chips. Finally, the main thing is to understand the macro factors that influence the supply and demand in the market. Certain place and time of sale may be more successful than others. In the case of ice cream, everything is relatively simple: the best time is a warm sunny day.
HR marketing has a lot to do with selling ice cream. To create and implement a successful strategy, you need to understand the key factors affecting the market and act accordingly.
Step 1. Who to look for to increase efficiency?
The answer to this question consists of two parts: you need to pay attention to:
technical competencies of employees in key positions (engineers, relationship managers, and so on);
on their relevance to corporate culture.
Many organizations have begun to take a more scientific approach to search and HR planning. This allows us to reinforce the general idea of the necessary candidates with specific figures.
When it comes to the overall employer brand strategy, it is important to understand that some groups of potential employees will be more important than others in terms of brand positioning and promotion.
Many people buy ice cream, but if you do not win the love of children, a difficult summer awaits you. From the point of view of the employer's brand, the same applies to engineers or salespeople.
Step 2. What does your target group want?
The answer to this question requires a two-pronged approach: both the general preferences of the target group and its particular features are important. For example, if you are mainly focused on attracting students, you can find out their general preferences for hiring and use this information to create a common EVP. Then, at the level of individual departments of the company, you can specify the EVP for each target group in order to debug local communication and interaction.
The fact that owners of ice cream vans generally position themselves as ice cream sellers does not prevent the most enterprising of them from selling burgers to dads at the same time when they come to local football matches.
Step 3. Where is the best place to look for your target group?
Everything is divided into geography and communication. Try to figure out where the specialists you are interested in are located. If you look at the big picture, we will see that there are more qualified scientists in Asia than in Western Europe, and this may affect the point of application of your HR efforts (as well as, possibly, where you will place your company).
At a more local level, geography can mean choosing the right cities to find young professionals and finding the right schools and universities to find promising students. To build communication, you also need certain data. What is the fastest way to reach the target audience? What sites do they visit? What social networks do they use? At what point in the personnel market will the greatest number of the right people be? And at what point will they be most susceptible to your proposal?
The ice cream makers choose the right places and the right time for crowds of people to queue for their wagon. The same goes for potential employees.
Step 4. How do you rate yourself against competitors?
After you figure out what your target audience wants and where it is easiest to find, it is important to understand who your main competitors are, what they offer, what their message is and, if possible, how well known and respected they are.
Detuning from competitors is extremely important to attract people's attention, to explain to them why you should give preference to your brand among others.
In the case of the employer's brand, as well as with ice cream, avoid the simplest and most banal decisions: vanilla ice cream quickly becomes boring.
Very few companies use such information in its entirety, but the further it becomes, the clearer it becomes that the search for reliable information and the formation of adequate representations of the market significantly help in developing the right strategy.
Richard Mosley wrote this article in 2016. Since then, the understanding and practice of HR branding in the West has advanced far. Come to the HR Digital Summit on September 30 to hear from the author of this article about the latest trends.
In addition, you need to attract attention (for example, a three-meter plastic horn and a catchy melody). It is important to make sure that your ice cream is not only beautiful, but also delicious, otherwise you will find that people have begun to look for a replacement for your vanilla cone with chocolate chips. Finally, the main thing is to understand the macro factors that influence the supply and demand in the market. Certain place and time of sale may be more successful than others. In the case of ice cream, everything is relatively simple: the best time is a warm sunny day.
HR marketing has a lot to do with selling ice cream. To create and implement a successful strategy, you need to understand the key factors affecting the market and act accordingly.
Step 1. Who to look for to increase efficiency?
The answer to this question consists of two parts: you need to pay attention to:
technical competencies of employees in key positions (engineers, relationship managers, and so on);
on their relevance to corporate culture.
Many organizations have begun to take a more scientific approach to search and HR planning. This allows us to reinforce the general idea of the necessary candidates with specific figures.
When it comes to the overall employer brand strategy, it is important to understand that some groups of potential employees will be more important than others in terms of brand positioning and promotion.
Many people buy ice cream, but if you do not win the love of children, a difficult summer awaits you. From the point of view of the employer's brand, the same applies to engineers or salespeople.
Step 2. What does your target group want?
The answer to this question requires a two-pronged approach: both the general preferences of the target group and its particular features are important. For example, if you are mainly focused on attracting students, you can find out their general preferences for hiring and use this information to create a common EVP. Then, at the level of individual departments of the company, you can specify the EVP for each target group in order to debug local communication and interaction.
The fact that owners of ice cream vans generally position themselves as ice cream sellers does not prevent the most enterprising of them from selling burgers to dads at the same time when they come to local football matches.
Step 3. Where is the best place to look for your target group?
Everything is divided into geography and communication. Try to figure out where the specialists you are interested in are located. If you look at the big picture, we will see that there are more qualified scientists in Asia than in Western Europe, and this may affect the point of application of your HR efforts (as well as, possibly, where you will place your company).
At a more local level, geography can mean choosing the right cities to find young professionals and finding the right schools and universities to find promising students. To build communication, you also need certain data. What is the fastest way to reach the target audience? What sites do they visit? What social networks do they use? At what point in the personnel market will the greatest number of the right people be? And at what point will they be most susceptible to your proposal?
The ice cream makers choose the right places and the right time for crowds of people to queue for their wagon. The same goes for potential employees.
Step 4. How do you rate yourself against competitors?
After you figure out what your target audience wants and where it is easiest to find, it is important to understand who your main competitors are, what they offer, what their message is and, if possible, how well known and respected they are.
Detuning from competitors is extremely important to attract people's attention, to explain to them why you should give preference to your brand among others.
In the case of the employer's brand, as well as with ice cream, avoid the simplest and most banal decisions: vanilla ice cream quickly becomes boring.
Very few companies use such information in its entirety, but the further it becomes, the clearer it becomes that the search for reliable information and the formation of adequate representations of the market significantly help in developing the right strategy.
Richard Mosley wrote this article in 2016. Since then, the understanding and practice of HR branding in the West has advanced far. Come to the HR Digital Summit on September 30 to hear from the author of this article about the latest trends.
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