HR marketing 4th step- Campaign strategy

Now comes the campaign strategy phase, this is one of the most important step in the HR marketing process.

Campaign strategy includes

Defining the campaign objective- The campaign strategy phase starts with defining the campaign objectives for e.g. like reaching the maximum number of passive and active candidates in the market.

Identifying the target audience- The target audience should be identified, this is really crucial since this helps in providing greater insights for designing the campaign material and also for the media mix.

Designing the campaign message- This is a part which needs lot of creativity and should be really careful in designing the campaign material. Campaign material should be designed in such a way that it clearly communicates the EVP of the organization with clarity. Usage of various marketing techniques like slogans and taglines are highly recommended here. Some of the famous slogans are Cisco-“TALENT POWERED BY CISCO”, Adidas-“SHAPE THE FUTURE OF SPORT”. Certain taglines also can be used like in FBI case. It is really a big challenge in front of a company to come up with a great campaign message material. I would like to share a video from Google which is a good example of how campaign message should be, check out https://www.youtube.com/watch?v=wsnSBhWEyK4

So a creative and clearly communicated message will surely attract talented resources towards your organization

Media mix- Media mix describes the proportion of conventional or traditional and non-conventional media used in HR marketing campaign.

Conventional or traditional media:

• Print media – flyers, magazines, news paper advertisements
• Job fairs
• Company presentations

Non conventional media

• Web 2.0 social media- twitter, facebook, linked in, xing, youtube, myspace, blogs, wikis, podcasts, and so on
• Virtual job fairs
• Job portals
• Company career website
• Referral programs

A best media mix will be one which has maximum reach towards the candidates.
So as I discussed earlier I would say that a perfect media mix will be a perfect blend of conventional and non-conventional media.

Once we are done with the campaign strategy now the campaign is all set to take off so we move on to the next stage of campaign implementation which I will discuss in the next session.