Hr marketing process


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Hr marketing process

  2. 2. TOPICS <ul><li>Company profile and Case </li></ul><ul><li>HR marketing process </li></ul><ul><ul><li>Goal setting </li></ul></ul><ul><ul><li>HR marketing organization </li></ul></ul><ul><ul><li>Research and analysis </li></ul></ul><ul><ul><li>Campaign strategy </li></ul></ul><ul><ul><li>Campaign implementation </li></ul></ul><ul><ul><li>Campaign effectiveness check and campaign strategy revision </li></ul></ul><ul><li>Conclusion </li></ul><ul><li>References </li></ul>
  3. 3. <ul><li>COMPANY PROFILE: </li></ul><ul><li>XYZ Inc was established as a sister concern of YZX Inc in the year 2006 as the SAP staff augmentation firm based out of New Jersey. </li></ul><ul><li>CASE: </li></ul><ul><li>As a newly start up venture to attract high quality SAP resources it was realized that extensive Employer branding and Hr marketing should be done. </li></ul><ul><li>Following slides describes the HR marketing process </li></ul>COMPANY PROFILE & CASE
  5. 5. 1. GOAL SETTING <ul><li>Goals were clearly set by the top management </li></ul><ul><li>Realistic and challenging goals were set </li></ul><ul><li>Company had a goal of hiring 100 qualified SAP talents in US and India within a span of 1 year </li></ul>
  6. 6. 2. HR MARKETING ORGANIZATION <ul><li>HR marketing organization formed by interviewing and selecting the internal resources </li></ul><ul><li>HR marketing organization was formed which consisted trained young, energetic and creative recruiters </li></ul><ul><li>Goals, roles and responsibilities were formally communicated </li></ul>
  7. 7. 3. PRE-CAMPAIGN RESEARCH & ANALYSIS <ul><li>SWOT analysis - Highlighted the strengths as a SAP staff augmentation firm or a SAP house </li></ul><ul><li>External research - Initial research revealed the growing demand for SAP professionals nation wide in US </li></ul><ul><ul><li>Market research information also helped to narrow down the hire to SAP modules like SAP BI 7.0, APO, HR, Basis and XI/PI because of their growing demand </li></ul></ul><ul><ul><li>External Research also revealed the scope of SAP training activities </li></ul></ul>
  8. 8. 4. HR MARKETING CAMPAIGN STRATEGY <ul><li>Creative designing of campaign message- Included the EVP adopted from the parent company- focused, young and energetic, growth, flexible and fun highlighted as the culture </li></ul><ul><li>Designed the slogan- “Think SAP think XYZ” </li></ul><ul><li>Designed communication formats - email communication formats, telephone etiquettes, call pitching and even the voice mail formats, interview request, job offers and interview feedback letters </li></ul>
  9. 9. HR MARKETING CAMPAIGN STRATEGY <ul><li>Provided input for Designing the customized in-house software for managing and tracking the applications which was later called Recruitment management system (RMS) </li></ul><ul><li>Media mix </li></ul><ul><li>1.Conventional Media (Traditional means): </li></ul><ul><li>News paper </li></ul><ul><li>Job fairs </li></ul><ul><li>Magazines </li></ul>
  10. 10. HR MARKETING CAMPAIGN STRATEGY <ul><li>2. Non-conventional Media </li></ul><ul><li>Job boards like monster, dice and career builder – job postings and resume search using advanced boolean skills </li></ul><ul><li>Social media and Business networking sites - linked in (open networking), (for hiring interns) were used for job posting and to hire passive candidates </li></ul>
  11. 11. HR MARKETING CAMPAIGN STRATEGY <ul><li>User groups – creating new user groups and joining user groups to market the jobs </li></ul><ul><li>Email campaigns - Running email campaigns by gathering email ids of prospective candidates from the various web sources </li></ul><ul><li>Company career webpage – Job postings in career website and inviting initiative applications </li></ul><ul><li>Employee Referrals and Candidate Referrals </li></ul>
  12. 12. 5. CAMPAIGN IMPLEMENTATION <ul><li>Implementation plan and execution- </li></ul><ul><ul><li>Time frame for the job posting in the portals </li></ul></ul><ul><ul><li>Start date of the campaign and the duration </li></ul></ul><ul><ul><li>Frequency of attending the job fairs and Job fairs to be participated </li></ul></ul><ul><ul><li>Frequency of advertisements through news paper and magazines </li></ul></ul><ul><ul><li>Once the plans were made on the same then the campaign was executed. </li></ul></ul>
  13. 13. 6. CAMPAIGN EFFECTIVENESS CHECK & STRATEGY REVISION <ul><li>Web 2.0 Online media campaigns: </li></ul><ul><li>Web check - running various Boolean search strings and checking the visibility of the ads and making the relevant tags for better web visibility </li></ul><ul><li>Surveys using survey questionnaire </li></ul><ul><li>ATS - RMS software used acts as an applicant tracking system </li></ul>
  14. 14. CAMPAIGN EFFECTIVENESS CHECK & STRATEGY REVISION <ul><li>Traditional or Industrial media campaigns: </li></ul><ul><li>Creating and maintaining the statistics of total number of the conversion rates and prospects through specific media e.g. candidate registration in job fairs </li></ul><ul><li>Surveys to identify the effectiveness of the print media </li></ul><ul><li>Revising the Strategy: </li></ul><ul><li>If the ongoing campaign is not giving you the desired results then the campaign strategy was revised for better results. </li></ul>
  15. 15. CONCLUSION <ul><li>As a result of the HR marketing activities followed XYZ inc was able to reach its HR marketing goal of hiring more than 100 talented resources within a span of 1 year </li></ul><ul><li>I would like to conclude leaving the note that </li></ul><ul><li>HR marketing carried out by careful following of the steps in HR marketing process will surely show up success and will make your organization more attractive to your current and potential employees </li></ul><ul><li>Have a great time hiring! </li></ul>
  16. 16. REFERENCES <ul><li>FBI HR marketing case study- </li></ul><ul><li> </li></ul><ul><li>Linkedin employer branding group- http:// =& gid =37264 </li></ul><ul><li>Linkedin EBI employer branding community - http:// =1338647&trk= hb_side_g </li></ul><ul><li>Milch und Zucker Siemens finance excellence program case study- </li></ul><ul><li>Employer branding online- </li></ul><ul><li>http:// / </li></ul>
  17. 17. <ul><li> Feel free to visit me @ http:// / </li></ul>
  18. 18. Visit: http://