Many companies are becoming even more aware of perhaps their most valuable resource: their employees. Attracting the right people and maintaining an effective workforce is crucial for achieving long-term success. As a result, many HR professionals are engaging in some innovative concepts to recruit the right talent and later to motivate them to stay in the company.

Human Resources professionals now see some of what they do as being similar to sales and marketing. Indeed, there are many marketing-based techniques that are applicable in the HR world. For instance, human resources professionals are using consumer marketing, typically used to attract and retain customers, to make employees more happy.

A school of thought is emerging that retaining the right talent requires treating your employees like your best customers. You need to truly listen to what they're saying, respect their rights and give the right value proposition in the end. This is a complex process but worth it in the end.

We're talking about psychological and behavioral analysis, understanding their preferences and then meeting their needs. The ultimate goal is to create an employee value proposition that's aligned with the needs of the workforce and with the strategic objectives of the organization.

This consumer marketing approach is a set of marketing techniques that can improve your recruitment and retention. Numerous techniques are involved, but first you need to patiently execute a number of crucial activities.

Value The Opinion Of Your Employees

The best part about listening to your employees is that you'll get a clearer picture of where your company is heading. Marketing people know how important it is to continuously gather feedback from customers. They do this in the form of market research. Collecting facts with the research will help you shape effective strategy.

Many companies are using employee surveys that provide feedback about the attitude, satisfaction and progress of the workforce. You cannot conduct marketing research only every couple of years and expect to increase your sales and be successful. You must listen to your consumers all the time. Perform research activities constantly in order to fully understand your target.

To provide this level of attention, consider evaluating employee opinion on a monthly basis. Give them surveys, talk to them and listen carefully. By doing so, you'll manage to successfully recognize value misalignments and take the right corrective action.

Pay Attention To Value Misalignments

When a value misalignment occurs, the end result is unhappy employees who will probably deliver less. This may happen when the "employee customer" puts lower value on a certain benefit that the company offers to them.

There are two main causes for value misalignment. One is that the employer relies too much on industry data when selecting a particular reward, neglecting the real needs of its employees. The second cause is as a result of a lack of understanding by the employee about the value that the company brings.

In the first case, when a company offers something based on the generalized practice in the industry, they run the risk of offending their employees. This misunderstanding can lead to much greater problems because you're forcing things that may not be wanted nor needed. It can cause frustrations and conflicts.

The second cause for value misalignment is the employees' lack of awareness. Sometimes they fail to recognize what's actually being offered to them. The best way to solve the misconceptions is to listen carefully and talk with them regularly. If you don't, much of what you do for them will be a wasted effort. Many people aren't even sure why they have the career they do. It may sound odd, but you can help them figure out why they are on the career path they've taken.

Offer Continuous Improvement

Customers are always expecting better products or services, something that improves their lives and satisfies their needs. It's the same with employees. They need a solid and intellectually stimulating environment and training for growth.

One training session a year won't solve this need. You should continuously work with and engage your employees. One way is to offer things like hackathons, as well as specialized trainings and programs based on their skills and performance.

The business world is rapidly changing and if you want to stay relevant and profitable for a long time, you must invest in a consumer marketing strategy for your HR department. Spend more on your employees and pay attention to and analyze their opinions and needs. Treating them like your customers can make them fruitful workers and creative geniuses that will improve your company in the long run.

Published on: Apr 25, 2017