This paper discusses the development of HR Marketing and how Organisations have recruited, engaged and retained their employees.
The analyses of various HR Marketing Tools will give the reader an understanding of the different marketing methods companies can use to recruit employees according to the size, strategy or external factors a company could possibly deal with. Furthermore, the Assignment will highlight the impact of the Global Financial Crisis on organizational structures and Human Resource Management in particular.
Additionally, the reader will be able to examine the evolution of Employer Branding, new method companies use to manage and retain talent. With the use of Southwest Airlines as a successful example of implementing Employer Branding in an internal and external concept, the reader will get a clear image of the impact that employer branding can have to successfully recruit, engage and to retain talent.
Table of Contents
1.Introduction
2.Problem Definition
3.Objectives
4.Methodology
5.Main Part
5.1 Job Advertising and Image Advertising
5.2 Direct Advertising and Word-to-Mouth
5.3 Print Media Advertising
5.4 Digital Advertising
5.5 HR Consultants and Agencies
5.6 Job Fairs and Events
6. The importance and key role of employer branding
6.1 The role of employer branding within an international practical perspective
7. Conclusion
8. ITM
Objectives and Research Focus
This paper aims to evaluate how traditional Human Resource marketing strategies, such as job advertising, have evolved in response to global economic shifts and external market pressures to become more complex talent management processes. It specifically explores how organizations utilize employer branding to attract, engage, and retain talent in a competitive landscape.
- The historical development of HR marketing and recruitment.
- The impact of global financial crises on organizational structure and hiring.
- Comparison of diverse HR marketing tools, from traditional print to digital methods.
- The strategic role of employer branding as a driver for organizational success.
- Practical implementation of internal and external employer branding, using Southwest Airlines as a benchmark.
Excerpt from the Book
6.1 The role of employer branding within an international practical perspective
Southwest airlines, a major U.S. airline, have proven how sufficient use of employer branding has helped the organisation to get a competitive advantage and to become one of the most successful airlines in America. SA position in the market has been achieved due to its HR practices, which fall under the rubric of employee branding.
SA transmits its values, message and brand image at any given situation to its employees and stakeholders. The organisation consistently sends messages in variety of formal & informal messages but also internal and external messages to align its employees brand image with the desired brand image of SA. Consequently customers have explained SA to be known for it’s ‘positively outrageous service’ and ‘Southwest Spirit’. SA’s strategy is to put the employee first, leading to more productivity and satisfaction; this upshot is described as the Hawthorne Effect from Elton Mayo. These impulses mainly derived from the HR management systems, which reinforced SA’s key values (fun, love and teamwork) to employees and customer services. Furthermore, these themes were also used in advertisements and other communications to attract employees to the organisation.
Summary of Chapters
1.Introduction: Describes the transition from traditional job advertising to modern employer branding, accelerated by the impacts of the Global Financial Crisis on the labor market.
2.Problem Definition: Identifies the challenges posed by digitalization and the "War for Talent," necessitating new recruitment and retention methods.
3.Objectives: Outlines the goal of analyzing how HR marketing has adapted to complex external influences through more sophisticated talent management.
4.Methodology: Explains that the research is based on a comprehensive analysis of secondary data, including academic books, journals, and professional studies.
5.Main Part: Provides a detailed examination of various recruitment channels, including digital advertising, job fairs, and HR agencies, comparing their advantages and disadvantages.
6. The importance and key role of employer branding: Discusses the strategic necessity of a strong employer brand for attracting skilled labor and maintaining a competitive business image.
6.1 The role of employer branding within an international practical perspective: Analyzes the successful application of internal and external employer branding at Southwest Airlines.
7. Conclusion: Summarizes the finding that a favorable employer brand is a critical factor for success in HR marketing and effective talent management.
8. ITM: Presents a structured overview of the interdisciplinary relevance of the study, covering economics, corporate finance, business law, and ethics.
Keywords
HR Marketing, Employer Branding, Recruitment, Talent Management, Job Advertising, Digitalization, War for Talent, Employee Retention, Southwest Airlines, Organizational Culture, Psychological Contract, E-Recruiting, Employee Branding, HR Strategy, Global Financial Crisis.
Frequently Asked Questions
What is the core subject of this research paper?
The paper examines the evolution of HR marketing, specifically how companies have shifted from traditional job advertising to more comprehensive employer branding strategies to recruit and retain talent.
What are the primary themes discussed in the work?
Key themes include the impact of economic downturns on HR practices, the shift toward digitalization in recruitment, and the strategic importance of aligning internal organizational values with external brand image.
What is the main objective of the research?
The objective is to evaluate how classical HR marketing tools have evolved into complex, integrated branding processes that help organizations succeed in a competitive labor market.
Which scientific methodology is applied in this paper?
The paper utilizes a secondary research methodology, synthesizing information from books, academic articles, professional journals, and organizational studies.
What topics are covered in the main body of the work?
The main body covers various recruitment channels like print media, digital platforms, HR agencies, and job fairs, alongside a deep dive into the theoretical and practical aspects of employer branding.
Which keywords best characterize this study?
The study is best characterized by terms like Employer Branding, HR Marketing, Talent Management, E-Recruiting, and the War for Talent.
How does Southwest Airlines serve as an example in this study?
Southwest Airlines is used to demonstrate how internal and external employer branding can create a competitive advantage, resulting in high employee satisfaction and low turnover.
What is a 'psychological contract' in the context of employer branding?
It refers to the perceptual, informal agreement formed in an employee's mind regarding the expectations and mutual obligations of their relationship with the employer.
- Arbeit zitieren
- Anonym (Autor:in), 2016, HR Marketing. From Job Advertising to Employer Branding, München, GRIN Verlag, https://www.grin.com/document/429693
