HR marketing process 3rd step- Pre campaign research and analysis:
Here you go with the 3rd step in HR marketing process. Once you are done with the HR marketing goal setting and Hr marketing organization then you kick start with the pre-campaign research and analysis.
In most cases pre-campaign research and analysis are least prioritized activities in HR marketing process. The fact is that many HR professionals still follow their instincts rather than factual data for deciding. Pre- campaign research can ensure quality of HR marketing activities and can reduce cost to a great extent.
Pre campaign research analysis should be done both internally and externally of an organization.
Internal research- helps you to find out the perception of organization from the current employee point of view and can help in further HR marketing activities. Tools like employee opinion surveys can be followed for internal research.
Internal survey reveals your strengths as an employer and the same can be communicated to the targeted potential employees. Some of the questions which are to be answered during the survey would be.
• What is the employee perception about the company as an employer?
• What is the most exciting thing about the company as a work place?
• What is the reason to select the employment opportunity with the company?
External research- before external research you should be clear about the target segment which you intend to hire. Once you identify your target market then you go with the survey process. If you have already read the FBI case study which I posted in one of my initial posts you can find how they really did it. Anyways let me explain it here briefly.
In FBI case their target was university students and they designed a survey for the NYU students and they surveyed around 167 students form the target group and they were able to answer the following questions.
• What do the potential employees expect from the potential employers?
• What is their perception about the employer?
• Best media to reach target audience
• Which media students use to apply for job?
• What is hindering them from applying for the job opportunities with the employer?
• What do alumni’s tell about your organization?
These are the main questions which are to be answered in the survey.
Once you are done with the surveys the survey results should be analyzed for their quantitative and qualitative insights into the current marketing environment. These key findings can be also used to identify the strengths and weakness and the employer brand opportunities which can serve as an input for framing organization’s EVP.
In the next post I will give you a brief idea about the next step in the process i.e. campaign strategy.
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