This workshop will address marketing and business concepts that HR professionals can use to become more market-, customer- and service-oriented.

This two-day program will analyze the employment marketplace and how an applicant makes the decision to join or not join your organization. Participants will also gain insight on how to build HR as a world-class service provider and how to more effectively market the HR function in their organizations.

The following perspectives will be covered:

• Macro-marketing: Analyzing the broad market of potential employees and enhancing their image of the company.
• Micro-marketing: Understanding and influencing potential employees at an individual level.
• Internal marketing: Building up the image and influence of HR within the company.

 

Topics to be covered: Download Program Outline

1. Thinking Like a Marketer
   In this session, we learn about some fundamental tools that will help develop the “marketing mind-set.”
2. Developing a Deep understanding of Potential Employees (Your “Customers”)
   We will examine what really drives the decision-making of potential employees, and how they can be influenced.
3. Segmentation, Targeting and Positioning in the Employment Marketplace
   In this session, we will cover tools and techniques related to how you can segment the employment marketplace, how you can decide which segments to target and how to position your company to convey a unique sense of value to potential employees.
4. Applying the 4Ps of Marketing-Product, Pricing, Placement & Promotion-to Recruitment and Retention
   We will review both fundamental concepts and the latest advances related to the design of the marketing mix.
5. Building a World-Class Service Culture Within Your Human Resource Organization Overview
   We will explore the hallmarks of a truly excellent service culture and how to build such a service culture within your own operations.
6. Further Developing Yourself as a Human Resource Professional
   Toward becoming more customer-focused and market-focused, it is also crucial that you develop your own personal skills and capabilities. How are you going to differentiate yourself? What skills and capabilities are you going to focus on? And how do you plan to enhance your organizational effectiveness?