Herzlich willkommen! Wir haben erkannt, dass Sie ggf. eine andere Sprache benötigen.
ContinueWeiter

Personnel marketing agency - strategic classification, formats and developments

Contact Us

Contact Us

5 school pupils in a classroom

Personnel marketing in transition

The job market has changed - and so have the ways in which people become aware of employers. Today, visibility is created not only through traditional job advertisements, but above all through relevant content, tailored messages and orchestrated touchpoints along the candidate journey.

At the same time, the role of HR marketing itself has evolved: It is no longer just a communication tool, but an integral part of strategically positioned HR work. It helps to differentiate the employer brand, make the culture visible, optimize processes along the candidate journey and empower managers as brand ambassadors. HR marketing works both internally and externally - and synchronizes internal and external communication.

This transformation cannot succeed in isolation, but only in conjunction with other HR functions: Recruiting, organizational development, HR services and management must act in close coordination in order for HR marketing to be effective.

This means that HR marketing must not be thought of as a stand-alone measure, but as an integral part of a holistic human capability management approach - tailored to target groups, supported by data and embedded in sustainable HR structures.

What is the purpose of a recruitment marketing agency?

 

Interlocking HR with personnel marketing

HR marketing agencies do not see HR marketing in the same way as recruiting. It starts earlier and has a broader impact - both internally and externally. It creates the structural prerequisites for credible employer communication and is closely linked to the topics of corporate culture, leadership and organizational and personnel development.

A sensible HR marketing strategy intelligently integrates the following formats - depending on the target group, market environment and company goals.

 

The career website as a central point of contact for applicants

Why is a website much more than a digital billboard?

It is the first real point of contact between the company and potential applicants. This is where it is decided whether content is convincing, processes are clearly understandable and the corporate culture is credibly conveyed. A good career website is technically up-to-date, mobile-optimized, SEO-capable and tailored to the target group in terms of content - and therefore a decisive factor for a positive candidate experience.

 

Social media recruiting on target group-specific channels

When does social media recruiting work?

Social media recruiting only works if content is displayed where the relevant target groups actually are - and in a language that suits them. Whether LinkedIn for professionals, Instagram for career starters or TikTok for trainees: the combination of the right channel, a clear message and an authentic tone is crucial. This is the only way to turn reach into real relevance - and visibility into applications.

Social Media Advertising

 

Posting job ads alone or with a multiposting provider

Multiposting across

What can multiposting providers do better than me alone?

Multiposting providers make it possible to publish job ads automatically and in parallel on several platforms - efficiently, quickly and with significantly increased reach. Targeting and centralized control minimize wastage and select suitable channels for different target groups. Programmatic job advertising can also be used to display AI-supported ads to particularly relevant candidates.

 

Content marketing for employer branding

 

What content formats do I need for HR marketing?

Content marketing is a key lever for credible employer branding - especially when it focuses on real insights rather than glossy presentation. Recruiting videos, employee interviews or social media stories show how corporate culture is lived in everyday life and bring employer brands to life. The decisive factor here is that the content must suit the target group, be authentic and work across all channels - not as a campaign, but as a continuous communication process.

 

Performance recruiting measures

Performance Recruiting across

What performance recruiting measures do I need?

Performance recruiting relies on data-based reach instead of blind placement - and uses tools such as Google Ads, social ads or retargeting to target the right talent. The decisive factor here is that the ads must not only be delivered in a technically sound manner, but also match the target group in terms of content - clearly, relevantly and in line with the brand.

Retargeting allows interested but still undecided users to be addressed again - for example with customized messages or specific calls to action. This creates continuous, measurable communication along the candidate journey - not as a one-way street, but as a dynamic dialog

 

Apprenticeship marketing and university marketing to attract young talent

HR Marketing students graduates

What can you not do without when recruiting young talent?

Apprenticeship marketing and university marketing are key components in reaching young talent at an early stage - with content and formats that are tailored to the reality of their lives. The decisive factor is a targeted approach via suitable channels, such as TikTok or Instagram for pupils and students, combined with authentic insights into training, corporate culture and development prospects.

Impact is created when communication is considered along the entire candidate journey - from initial attention to long-term retention. This requires clear messages, continuous interaction and coordinated interaction with recruiting and employer branding.

Do you have questions about HR marketing?

The strategic framework: No effective HR marketing without an HR structure

HR marketing is most effective when it is embedded in a stable HR foundation. This means that processes, systems and roles must be clearly defined, coordinated and controllable.

 

How ARTS HR Lovers thinks HR marketing today

Implementation of employer branding and personnel marketing measures

HR marketing as a connecting element

For us, HR marketing is not an isolated channel, but part of integrated HR communication. It combines employer branding, recruiting, active sourcing, organizational development and leadership culture into an overall strategic approach. We not only consider individual touchpoints, but the entire candidate and employee experience as a coherent system.

Relevance
before reach

We don't rely on loud marketing, but on content that really connects - in terms of language, tone and format. What counts is not mere visibility, but the fit with the reality of the lives of those who are to be reached. Every piece of content, every medium and every channel must be aligned with target groups, data and company goals.

Impact as a strategic benchmark

We always think of HR marketing in the context of the overall HR strategy. The goal is a lasting impact - not short-term attention. This means: less campaign, more substance. Instead of individual measures, we develop interlinked, data-based hr processes that effectively combine HR with communication.

That is why we only offer hr marketing in combination with other services:

Recruiting: Targeted talent acquisition - from needs analysis to staffing

Recruiting Agency

Active sourcing: Direct, data-based approach of relevant talent

Social Recruiting

A woman presents on a flipchart with the keywords “job advertisement”, “incoming applications” and “active sourcing”, while two other women listen attentively. The scene takes place in a modern office with glass walls.

Recruiting Process Outsourcing: Efficient and shared use of knowledge

Recruiting Process Outsourcing (RPO)

Three people in a row sitting in front of their laptops

HR Services: Operational relief and process optimization

HR Services

 

Frequently asked questions about HR marketing

Why HR marketing?

HR marketing is a separate discipline in HR management that uniquely combines the areas of human resources and marketing. Both applicants and employees are target groups of HR marketing, and it is important to generate enthusiasm for the company with an attractive employer brand and to retain them in the long term. 

HR marketing measures such as career pages, online advertisements in search engines or social media (e.g. Xing, Facebook, Instagram, LinkedIn), but also online and offline job advertisements placed on various job boards and media, make the company known as an attractive employer and convince applicants.

Employee satisfaction can be decisively improved with appropriate HR marketing measures, and the fluctuation of a company can be reduced in the end. These measures include employee retention concepts, internal communication measures and strategies to improve the culture of leadership and feedback within the company.

What does HR marketing include?

HR marketing is divided into two areas. External HR marketing aims to build a positive employer brand in the external perception and to inspire suitable applicants for the company. This includes an attractive career site, performance recruitment measures such as online advertisements in search engines, but also social media channels (e.g. Xing, Facebook, Instagram, LinkedIn). In addition, the optimisation of job advertisements and their placement in online and offline publication channels (e.g. online job boards such as StepStone, job search engines such as Indeed, other channels such as eBay or print media such as daily newspapers) are important tools in the external HR marketing mix.

Internal HR marketing measures aim at retaining employees in the company in the long term. They include e.g. employer branding measures such as employee retention concepts, internal communication measures as well as strategies to improve the culture of leadership and feedback within the company.

Successful HR marketing requires a high degree of sensitivity towards the needs and expectations of employees and applicants. It is essential to develop an authentic and credible employer brand and to build an open and trusting relationship with employees. Only then can a successful staff retention and recruitment be guaranteed in the long term.

Why is HR marketing important?

As a company looking for suitable applicants, it is your duty to present yourself as an attractive employer, e.g. on your own career site or in social networks, in oder to not get sidelined in the competition for the best talents. Successful HR marketing makes it possible to stand out from other employers, to inspire the best candidates, and thus to enable entrepreneurial growth.

In the long term, HR marketing supports the identification of employees with their own company through well-designed and actually experienced employer brands and thus significantly reduces employee turnover.

How do employer branding and HR marketing differ?

Employer branding is an essential component of HR marketing. Together with recruiting, they make up the so-called candidate journey, i.e. the path of an applicant from the first contact with a potential employer through the application process to employment in the company.

Employer branding focuses on the company as an employer brand. It shows the strengths and special features of the enterprise and is responsible for employer attractiveness.

HR marketing includes all measures and strategies aimed at acquiring applicants and retaining employees in the long term. The spectrum here ranges from job advertisements, "employees recruit employees" programmes, employee surveys to personnel development. The employer brand forms the basis for all HR marketing measures.

HR marketing or another service from ARTS? What do I really need?

HR marketing is just one of our service areas in HR. We are a 360° full HR agency and offer various support and consulting services starting with employer branding, HR marketing, multiposting, recruiting, onboarding, employee management and outplacement.

Ultimately, all these areas are interlinked and pay off in terms of your HR goals. In discussions with clients, we often hear that key positions are difficult to fill. This is where our work begins: HR marketing measures that align with the employer brand and generate reach. A special recruiting approach, such as active sourcing, brand ambassador programmes, etc. could also contribute to achieving the goal. Creative solutions are needed to get good experts. ARTS is happy to help you as a creative solution provider.

Contact us about your HR marketing needs!

We offer you our 360° expertise as an HR marketing agency, whether it is about a single job advertisement, comprehensive consulting services or a sub-area within the scope of Recruiting as a Service. HR marketing is an important factor in attracting and retaining employees in the long term. Contact us and arrange a preliminary meeting without any obligations. Contact us and arrange a preliminary meeting without any obligations.

* Mandatory field

Captcha image
Aileen Kreibich Managing Director +49 172 24 81 43 8 Add as LinkedIn contact Add as XING contact

Suitable News

No news available.