The ABC of HR marketing


(by Jennifer Mbunga)

I decided I wanted to major in International Management because I always saw myself working in (people) management: leading a team, motivating staff, training and the likes. Really I should have studied Human Resources Management (HRM) instead.

During my academic year in in the U.S. I finally took an HRM class. The intro class to the subject was rooted in labor law (Equal Employment Opportunity which is antidiscrimination laws, etc.). I soon realized that HR is more than just people management. It includes various functional areas such as planning, staffing, developing, compensating and appraising. Human Resources (HR) practitioners are becoming business partners in organizations and the role of personnel as source of competitive advantage is increasing.

My internship at Enterprise has shown me the strategic elements of HR in an organization that considers its people to be the most valuable resource. Implementing some elements of the HR strategy myself, I have learned the following HR ABC, amongst other things.


A for Analytics

HR is quantitative. Numbers seem to follow me everywhere. And though they seemed very complex at first when you export them into an Excel workbook, once I got the hang of them, it was clear why tracking candidate engagement online is so important. Analytics is crucial for e-recruiting as it helps take on a more targeted approach for recruiting online. Using free tools like Google Analytics helps identify which job boards, career networks, etc. bring in the most traffic and applications. In order to track how many people come to your website and where they came from, cookies are added to a URL link.

Analytics is also very useful for SEO (search engine optimization) as it allows you to identify the main keywords candidates search for and employers can then purposely place them on their websites to come up when you search for the keywords in Google. Other hieroglyphs that I have encountered related to analytics are CTR (click through rate), CPC (cost per click) and C/H (cost per hire).


B for Branding

HR is marketing. Just like companies market their products to appeal to consumers, companies market themselves to be considered an employer of choice (EOC). An employer brand is basically a company’s reputation and what candidates associate with a corporate name. Candidates commonly want to work for companies whose products and services they like and know of.

Blogging can be used as a tool of employer branding. Through storytelling candidates can get a better idea of what the company is all about and hear firsthand from people that already work there.


C for community management

One of my tasks during my internship at Enterprise is to blog for the new social hub on the German website. As a social media community manager, my task is to find relevant content and put it in a format that is engaging and fun to read.

Social media has become so important and many new jobs are emerging because of this trend. There are many new career opportunities in this field. You should look into it if you love using Snapchat, Facebook, Instagram, Spotify and Vine at work.

Corporate culture. People work with people and not organizations, so corporate culture is the most important thing within an organization. Some even say it’s a company’s DNA. One thing I love about Enterprise is how laid back everybody is. Upper management is very down to earth and approachable. To me those are the key qualities I look for in a leader. The company believes in employees being peers regardless of rank or time with the company. As an intern I have been treated as a regular team member. During my week at the German corporate office I even got a chance to have breakfast with the new VP of German Operations. We ran into each other at the breakfast buffet and he took some time to chat with me about Blind Applying.