Let's consider the main directions of personnel marketing.
Internal HR Marketing
It is aimed at forming a loyal attitude towards the company among its employees. The personnel marketing assessment is given after conducting internal surveys of the company's staff, obtaining a complete picture of the situation.
One of the methods fusion database for assessing employee satisfaction is DeMetrics. It helps to identify the pains and needs of employees in time to retain them in the company. The method allows for the analysis of a number of indicators:
interest in the process (does the person enjoy the work and its results);
creativity (are there opportunities for development and self-expression);
recognition of merit (can one gain authority through one's contribution to the expansion of the enterprise);
prospects (career opportunities, growth options within the company);
usefulness (a sense of the social importance of one’s own work, satisfaction from the results of work, self-respect);
relationships with immediate management;
contacts with colleagues;
salary level;
social package and bonuses;
necessary conditions for effective work.
With DeMetrics, you can conduct corporate research on a regular basis, including when implementing a new motivation system and monitoring its effectiveness, as well as for managing staff turnover based on objective data.
Internal HR Marketing
Employee surveys help determine how well the personnel marketing system is structured within the company. In this sense, simple testing may not be enough. Surveys are often anonymous, which liberates employees and allows for the collection of more complete and truthful information.
At the same time, if a high level of trust is achieved within the team, the research can be open. That is, employees will know the purpose of its implementation and understand how it can affect their work. This option involves final communication with people regarding the survey results and satisfying their wishes.
Internal marketing solves the problems of creating a positive image of the company among its employees, increasing their loyalty, and retaining personnel.
Tools that help influence staff:
internal career development programs;
creation of a personnel reserve;
material bonuses;
flexible schedule, compensation for sports/language courses, voluntary health insurance, free lunches.
As part of internal marketing, specialists are looking for effective ways to retain employees, involve them in corporate life, and convey brand values. Let's look at the most effective personnel marketing technologies:
Regular communication within the team: meetings, joint discussions of current affairs and plans, etc. All this unites people, allows everyone to feel involved in something bigger.
Personnel training. This is advanced training, additional education, courses, trainings. The opportunity to grow professionally increases employee loyalty, demonstrates the company's interest in the development of people.
Expanding authority. Many employees perceive this as trust from the company and it becomes an incentive for personal and professional growth.
Well-being programs. They include various tools to increase well-being and prevent emotional burnout of employees. For example, health insurance, free psychological assistance, gym membership, team building, financial literacy consultations and legal advice.
Life insurance or NPF
Reward. Financial incentives are a form of recognition of achievements. Employees who receive bonuses and valuable gifts feel that their work is duly appreciated by management and are ready to continue working for the benefit of the company; they are more motivated and result-oriented. Reward can be non-material – for example, posting an employee’s photo on the Honor Board.
Support for newcomers. Smooth adaptation of new employees plays a huge role in the company's work, increasing its efficiency. It also minimizes staff turnover, simplifies the involvement of people in the work process. For this purpose, a mentoring system can be created.
Culture and values in the workplace. The methods of communication within a team influence the psychological climate within it.