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

Personnel marketing agency - strategic classification, formats and developments

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.

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

HR Consulting & HR Audit: Analysis, strategy and development of sustainable HR structures

HR Consulting

Recruiting Process Outsourcing: Efficient and shared use of knowledge

Recruiting Process Outsourcing (RPO)

HR Services: Operational relief and process optimization

HR Services

Do you have questions about our services or personnel marketing topics? No problem - we are here for you.

Contacts us

Target group relevance replaces reach logic

This is one of the central paradigm shifts in modern personnel marketing

The quality of personnel marketing is not measured by the number of clicks. The decisive factor is whether the right people are reached and convinced - with content that matches the reality of their lives.

This requires: 

Our experience in posting job ads:

Posting job ads on LinkedIn

What can LinkedIn do as a recruiting channel?

LinkedIn is particularly suitable for addressing professionals, specialists and managers. The platform offers precise targeting options and a high reach in the B2B environment. At the same time, the costs are comparatively high - so every ad should be clearly structured, visually well thought out and tailored to the target group. For many of our customers, LinkedIn is an integral part of the recruiting mix - especially in combination with active sourcing.

Posting jobs on Facebook

What can Facebook do as a recruiting channel?

When used correctly, acebook can be a useful addition to recruiting, especially in the commercial sector or when addressing regional target groups. However, organic reach is hardly relevant anymore, which is why we rely primarily on paid campaign formats. A clear visual language, short texts and a simple application option - directly from the feed - are important.

Post a job ad on XING

What can XING do as a recruiting channel?

XING is still relevant for many job profiles in the DACH region, especially in the commercial and technical fields. The platform scores points with its high data quality and reliable business profiles. However, the reach is often significantly lower than LinkedIn - which is why we recommend XING primarily as a supplement or for targeting specific industries or regions.

Instagram job ads

What can Instagram do as a recruiting channel?

Instagram is not a classic job portal - but it is an effective platform for attracting attention, especially among younger target groups. It's less about the job ad itself and more about visual storytelling and authentic insights. Applications are usually not submitted directly via Instagram, but via redirects to the landing page or career website. Important: Use formats such as reels, stories or carousels in a targeted manner - don't just post text graphics.

Place Indeed job ads

What can Indeed do as a recruiting channel?

Indeed is one of the most widely used job platforms in Germany - with high visibility and a broad target group appeal. We regularly achieve good results here, especially for commercial and operational profiles. However, it is important to create SEO-optimized ads and update them regularly. Sponsored jobs can also be useful - especially for short-term requirements or highly competitive profiles.

Posting job ads on StepStone

What can StepStone do as a recruiting channel?

StepStone is particularly strong in the area of specialists and executives and offers a wide reach among actively searching candidates. The platform is cost-intensive, but delivers solid results with well-written ads and a clear target group definition. We recommend StepStone when there is a structured selection process and the position is well defined—so that the investment is worthwhile.

eBay Classifieds Jobs

What can eBay do as a recruiting channel?

eBay Classifieds is an underrated channel, especially in the commercial sector, retail, and skilled trades. It has a wide reach, low costs, and many people use the platform daily—including for jobs. Important: Ads should be simple, direct, and optimized for mobile devices. For some target groups, eBay works better than many large job portals—provided the approach is right.

Our latest articles on hr marketing

 

Six people standing in a row, we only see their legs
Blog

Hiring several hundred people in just a short amount of time. Sounds like an impossible task. But that's exactly what…

more

Blog

On International Recruiter Day on April 14, 2025, we take a look at current recruiting trends and challenges and show…

more

Blog

Gender equality in companies is more than just a social goal - it is an economic success factor. Although there are…

more

A woman sits in front of her laptop in despair and holds her hand to her head
Blog

Errors are an everyday occurrence, and so is the fear of them. But faux pas can also lead to more creativity and…

more

 

Frequently asked questions about HR marketing

Is ARTS HR Lovers a personnel marketing agency?

No – ARTS HR Lovers is not a traditional personnel marketing agency. We see ourselves as a strategic HR partner with a holistic approach that views personnel marketing as one of many effective building blocks in HR work.

Our focus is on human capability management: we support companies in identifying individual potential, developing it strategically, and deploying it in a targeted manner – across all phases of the employee lifecycle. Personnel marketing is part of employer communication, but not an isolated service area.

What sets us apart: We do not view personnel marketing as an isolated measure, but as an integral part of recruiting, HR consulting, HR services, RPO, or active sourcing. Our goal is to anchor HR as a genuine value-adding factor in the company—not only visible, but effective.

In short: we do not offer standardized campaigns or advertising services – instead, we develop HR strategies in which personnel marketing also plays a role when it makes sense.

What does ARTS HR Lovers mean by hr marketing?

Personnel marketing encompasses all measures aimed at positioning a company as an attractive employer and appealing to suitable talent. While traditional personnel marketing has long focused on reach and visibility, the focus today is on relevance: content, channels, and formats must be tailored to the target group—and to the company's culture. It is always important to closely integrate employer branding, recruiting, and internal HR processes.

What are the latest trends in HR marketing?

An overview of the most important developments:


Personalization and microtargeting:
Algorithms, platform data, and first-party data make it possible to tailor campaigns to specific target groups—even addressing individuals based on their behavior and interests. This is particularly effective for social ads and retargeting.


Job content instead of job ads:
Applicants want to understand what to expect – beyond empty phrases. Visual formats, real voices from within the company, and concrete insights into everyday working life are increasingly replacing generic ads.


Platform diversity and channel shift:
Instagram, TikTok, and YouTube—these social media platforms are gaining importance as recruiting channels, especially among younger target groups. LinkedIn remains relevant for professionals, while Facebook continues to lose reach (source: Trendence HR Monitor 2024).

AI-supported content generation and delivery:
Whether programmatic job advertising or automated text variants – AI helps to create and distribute content more efficiently. A clear data strategy is a prerequisite.


Conversational recruiting:
Chatbots, WhatsApp recruiting, and messaging platforms offer low-threshold contact options – especially for target groups with low application motivation or mobile usage preferences.


Purpose communication instead of benefits show:
Values, attitude, and social relevance are becoming more important. Companies need to show what they stand for – not just what they offer. This applies to both social media content and the tone of career pages.


Candidate experience as a key criterion:
From initial contact to feedback: The quality of the experience helps determine whether applicants decide for or against a company. HR marketing must create the framework here – through clear communication, fast processes, and transparent expectations.

What role does TikTok play in HR marketing?

TikTok is increasingly being used as a channel for training marketing and recruiting young talent. The platform enables authentic insights, fast reach, and high interaction—provided that the content is implemented in a way that is appropriate for the platform. Important: TikTok is not a replacement for traditional channels, but rather a supplement for specific target groups (especially Gen Z).
Examples of formats: Day-in-the-life videos, employee introductions, mini FAQ clips, challenges related to everyday work.

How is the design of job advertisements changing?

The classic job advertisement is losing importance. Instead, content is being thought of in a modular way – adapted to the target group, channel, and context of use. New formats include:

  • Storytelling formats (e.g., “Why I work here”)
  • Video ads with short statements or work environments
  • Snackable content for social media (e.g., in carousels or reels)
  • SEO-optimized job profiles on career pages with a clear structure and added value (e.g., FAQs, salary information, development opportunities)

Today, job advertisements must not only inform, but also convince—within a few seconds.

What role does the career website play in HR marketing?

The career website remains the central hub for all HR marketing activities. It must be technically up to date (mobile-optimized, SEO-compatible, GDPR-compliant) and relevant in terms of content.

Important factors include:

  • Authentic content (e.g., employee interviews, team photos, insights into everyday life)
  • Clear application process with low bounce rate
  • Target group-specific navigation and landing pages (e.g., for trainees, IT specialists, career changers)
  • Integration of applicant management systems and tracking tools

Today, career websites are no longer “About Us” pages, but dialogue-oriented platforms.

Is personnel marketing also relevant for small businesses?

Yes – perhaps even especially so. Small and medium-sized companies rarely have the reach of big brands, but they can score points with clarity, authenticity, and proximity. The decisive factor is not the budget, but the fit between the message, channel, and target group.

It is particularly important for SMEs not to view personnel marketing as a campaign, but as part of their overall HR communication – from onboarding to employee retention.

How can the success of hr marketing be measured?

Important key figures are:

  • Reach and engagement (e.g., clicks, likes, shares, dwell time)
  • Cost-per-click (CPC) and cost-per-application (CPA)
  • Conversion rate from page visit to application
  • Time-to-apply and time-to-hire
  • Quality of applications (e.g., fit, interview rate)
  • Feedback on the candidate experience (e.g., via short surveys)

It is crucial that not only reach is measured, but also impact. What counts is not how many people saw it, but how many felt addressed.

Posting job ads – but how?

Posting job ads is technically easy, but challenging in terms of content. If you want to be visible and relevant today, you need more than just a title and three bullet points. The key is how well the ad fits the target group – linguistically, visually, and in terms of content.

At ARTS HR Lovers, we advise companies not only on the placement of job advertisements, but also on their impact. We don't think of job advertisements in isolation, but always in the context of employer branding, recruiting strategy, and candidate experience. In many cases, we also use active sourcing to expand our reach in a targeted manner.

How does hr marketing interface with other HR areas?

HR marketing never works in isolation. It influences—and is influenced by:

  • Recruiting (e.g., through clear candidate personas and consistent communication)
  • Active sourcing (through a strong employer brand and relevant content)
  • RPO (recruitment process outsourcing—through brand-appropriate process management)
  • HR services (e.g., through a consistent employer experience during onboarding)
  • HR consulting (e.g., in the development of leadership culture and values)

The better personnel marketing is integrated with these areas, the stronger its impact – both internally and externally.

What are typical mistakes in modern HR marketing?

  • Target groups are not clearly defined.
  • Measures follow technology, not strategy.
  • The employer value proposition (EVP) is not tangible or is not lived out.
  • Too much focus on aesthetics instead of relevance.
  • Content is too generic or interchangeable.
  • No tracking or controlling of measures.

Credibility, consistency, and user centricity are more important today than reach at any price.

Want to know how personnel marketing can work as part of your HR strategy?

Then talk to us.

* Mandatory field

Captcha image