The Effective Utilization of Marketing Strategy
Abstract
This paper discusses the growing popularity of social media networking as a recruitment tool, and it outlines key considerations that human resources must take when using social networking. (Doherty,2010). Also, discussed is how human resources can brand and package their programs and initiatives to retain employees. (Annett, 2001). Further to the discussion of branding this paper examines employer branding as a potential tool to communicate the value proposition of the employer and how it supersedes their competitors. (Priyadarshi, 2011). Utilizing the eight steps Kotter & Schlesinger mention in their article “Choosing Strategies for Change” the paper demonstrates how marketing can support change effectively. Internal marketing is also explored for its ability to influence corporate culture, specifically through the use of Investors In People (IIP). (Hogg, Carter, Dunne, 1998).
Introduction
YXZ College has received a gift of five billion dollars, allowing them to expand its student population, curriculum, physical plant, sports programs, and financial aid. This gift will impact and change the colleges’ capacity to serve different members of the community and expand its employee population. The HR Director has been tasked with analyzing methods of marketing strategies to support the HR responsibilities in advertising and recruiting professionals; to fill the roles created by the expansion of the undergraduate information technology and business programs; the establishment of a men’s football team and a women’s softball team; and building new sports facilities.
Advertising Strategy
Technology is all around us; it is used in homes (e.g. PC’s, DVD players, CD players, Wii stations, Xbox stations, iPads, iPhones, etc), in our workplace’s (e.g. PC’s, cell phones, copiers, printers, workplace internet, etc), so it only makes sense that for businesses to “keep up with the times” they must be competitive in their recruiting processes. In order
This paper discusses the growing popularity of social media networking as a recruitment tool, and it outlines key considerations that human resources must take when using social networking. (Doherty,2010). Also, discussed is how human resources can brand and package their programs and initiatives to retain employees. (Annett, 2001). Further to the discussion of branding this paper examines employer branding as a potential tool to communicate the value proposition of the employer and how it supersedes their competitors. (Priyadarshi, 2011). Utilizing the eight steps Kotter & Schlesinger mention in their article “Choosing Strategies for Change” the paper demonstrates how marketing can support change effectively. Internal marketing is also explored for its ability to influence corporate culture, specifically through the use of Investors In People (IIP). (Hogg, Carter, Dunne, 1998).
Introduction
YXZ College has received a gift of five billion dollars, allowing them to expand its student population, curriculum, physical plant, sports programs, and financial aid. This gift will impact and change the colleges’ capacity to serve different members of the community and expand its employee population. The HR Director has been tasked with analyzing methods of marketing strategies to support the HR responsibilities in advertising and recruiting professionals; to fill the roles created by the expansion of the undergraduate information technology and business programs; the establishment of a men’s football team and a women’s softball team; and building new sports facilities.
Advertising Strategy
Technology is all around us; it is used in homes (e.g. PC’s, DVD players, CD players, Wii stations, Xbox stations, iPads, iPhones, etc), in our workplace’s (e.g. PC’s, cell phones, copiers, printers, workplace internet, etc), so it only makes sense that for businesses to “keep up with the times” they must be competitive in their recruiting processes. In order
References: Annett, Y. C. (2001, Third Quarter). HR Branding Positioning Your Total Rewards Approach. WorldatWork. (9)2. Retrieved from http://www.worldatwork.org/waw/adimLink?id=17063 Doherty, R. (2010). Getting social with recruitment. Strategic HR Review. (9)6, 11-15. Retrieved from http://library.capella.edu/login?url=http://search.proquest.com.library.capella.edu/docview/761423439?accountid=27965 Kotter, J.P. and Schlesinger, L.A. (2008). Choosing Strategies for Change. Harvard Business Review, 86(7/8), 130-139. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=32709007&site=ehost-live&scope=site