Personnel marketing

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Personnel marketing is understood as a cross-sectional function , which target (groups) refer to the instruments and content of all personnel management functions and promotes the integrative view across all interfaces. The primary goal of personnel marketing is to create the conditions to ensure the long-term supply of a company with qualified and motivated employees . Personnel marketing is aimed at existing and potential employees or applicants .

Internal personnel marketing

The internal personnel marketing refers to existing staff, and can be described by the following elements and supported:

  • Mission statement of the company (vision, identity)
  • Further and advanced training opportunities (funding pools) → Personnel development
  • Career programs and skills management
  • Compensation systems and models
  • Performance incentives (bonuses, profit sharing)
  • social benefits of the company (pension scheme)
  • Attractiveness factors (employer branding)
  • Employee retention
  • Job rotation / job enrichment / job enlargement

External personnel marketing

The external personnel marketing refers to the described re-winning staff and can by the following elements and supported:

  • Allocation of internships, diploma, bachelor and master theses
  • Awareness / image / attractiveness factors as an employer (employer branding)
  • Offering interesting training / studies / a trainee program
  • Presence at trade fairs
  • University recruiting
  • Articles / advertisements in trade magazines, daily newspapers or online
  • Job offers
  • standard market remuneration + X (incentives, bonuses, additional services)
  • Applicant management
  • Online simulation games
  • (In-house) application days
  • Quality label

See also

literature

  • Bern Ahrendt, Silke Wöhrmann (Ed.): Personnel marketing in 3D. The diverse discipline. Knowledge from 3 perspectives: science, practice, customers and service providers. Thurm, Lüneburg 2018, ISBN 978-3-945216-23-1 .
  • Manfred Batz: Successful personnel marketing. Personnel responsibility from a market-oriented perspective . Sauer Verlag, Heidelberg 1996, ISBN 3-7938-7132-0 .
  • Christoph Beck (Ed.): Personnel Marketing 2.0. From employer branding to recruiting . Hermann Luchterhand, Neuwied 2008, ISBN 978-3-472-07197-6 .
  • Eva Böttger: Employer Branding. Behavioral analyzes as the basis for the identity-oriented management of employer brands . Gabler Verlag, Wiesbaden 2012, ISBN 978-3-8349-3202-0 (also dissertation, University of Leipzig 2011).
  • Reiner Bröckermann, Werner Pepels : Personnel Marketing . Acquisition, retention, time off . Schäffer-Poeschel, Stuttgart 2002, ISBN 3-7910-2041-2 .
  • Marco Esser, Bernhard Schelenz: Success factor HR brand. Manage HR and its services as a brand . Publicis, Erlangen 2011, ISBN 978-3-89578-380-7 .
  • Klaus Moser, Willi Stehle, Heinz Schuler (eds.): Personnel marketing (contributions to organizational psychology; Vol. 9). Verlag for applied psychology, Göttingen 1993, ISBN 978-3-87844-040-6 .
  • Bernhard Schelenz: Personnel Communication: Recruiting! Attract and retain employees . Publicis, Erlangen 2007, ISBN 978-3-89578-303-6 .
  • Hans Strutz, Klaus Wiedemann: International personnel marketing. Concepts, experiences, perspectives . Gabler, Wiesbaden 1992, ISBN 3-409-13842-0 .
  • Meinald T. Thielsch, Lisa Träumer, Leoni Pytlik, Uwe-Peter Kanning: Personnel marketing from an applicant's perspective. Use and evaluation . In: Journal of Business and Media Psychology , Vol. 3 (2012), Issue 1, pp. 1-12, ISSN 2191-5814