Shining a spotlight on the company's values, highlighting its commitments, showcasing the work atmosphere, and explaining how the onboarding process works... To attract and retain talent, companies now view HR marketing as a distinct discipline. This discipline has its own methodologies – inbound recruiting, for instance, applies inbound marketing techniques to HR – and best practices. Among the most important of these is the involvement of employees.
And for good reason: just like traditional marketing, HR marketing leverages every possible tool to promote its content and messages to target audiences. Unsurprisingly, social media plays a significant role, as does publishing content on sites like Welcome to the Jungle, which can help shape and spread the company’s narrative.
But who is better placed to talk about the company – and inspire trust – than the employees themselves? HR marketing managers are fully aware of this and do not hesitate to invest in video testimonials shared across audience touchpoints (social media, websites, etc.).
It’s still possible to go further by having employees carry the content and messages of these HR marketing campaigns themselves.This is of course possible via social media, but not exclusively...
In the digital realm, the best 1-to-1 relationship channel – that is, human-to-human – remains email.Many employees today still feel more comfortable conveying a company message via an email sent from their professional account than editing such a message from a personal social media account.
Additionally, on a daily basis, it’s the dozens of emails sent that reach a broad network of clients, partners, and suppliers. An ecosystem that, directly or indirectly, can help spread the word about the company to new talent.
Within the email, it is the signature that stands to benefit from being personalized to reflect this HR marketing.Depending on the ongoing campaigns and the employee’s profile (their department, role, etc.), the most relevant email signature can be assigned to them.
This is what a centralized email signature management solution like Letsignit allows: using email signatures as a channel to distribute ongoing campaigns.
In practice, organizing a serious game, for example, can easily be promoted through an email signature.
On one hand, because it conveys an innovative image of the company; on the other, since the email can easily be forwarded to a potentially interested person.Obviously, employees involved in recruitment or, for example, in school partnerships will be particularly targeted so that this signature is integrated into their emails.
More broadly, incorporating HR marketing campaigns into email signatures helps foster a sense of belonging among employees.
Not using the signature solely to promote offers but also to show how the company takes care of its talent is a great way to enrich and balance communication through this channel.
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