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HR strategy - Get the 6 most important sub elements of an HR strategy
HR strategy
The HR strategy can contain many sub elements such as:
- Learning culture and competence development: Develop managers, employees and work processes, thereby creating a good working environment characterised by well being and high job satisfaction
- Management
- Recruitment and onboarding
- Work/life balance
- Health and disease
- Resignation
Since the HR strategy is a business strategy that describes: How your employees achieve a competitive advantage, it is absolutely essential that you involve the employees in your communication strategy.
Communication strategy
Is your HR department good at communicating and benefiting from the communications department? Otherwise, ensure that the communications department:
- Through external communication, narratives are created about: People, Product and Projects
- Focuses on which candidates are needed in the company, so that communication is targeted at this
- Know the employees': Why, and use this knowledge actively as part of the communication strategy (Simon Sinek regarding the Why: Find the employees' purpose, reason or belief behind what they do and how they do their work). Generation Z in particular is driven by the need to have a purpose in going to work.
Additionally, as part of your communication strategy, you can take two approaches.
- Employer branding, where the company tells potential applicants about the company
- Employee advocacy, where it is your employees who talk about working in the company. It can be about the company culture, working methods, learning culture and work/life balance.
Here we choose to focus on employee advocacy.
NB
If you would like to read more about employer branding and get lots of good tips and tricks, simply click on the bottom button in this article.
Employee advocacy in practise
Before you start with employee advocacy (EA), however, you need to define: Why are you doing it?
If there is no greater purpose and allocated hours for the purpose, then it is useless to start employee advocacy.
You can also choose to ask, for whom is it important that you work with employee advocacy? You must know your stakeholders.
There can be many benefits to employee advocacy:
- Increased knowledge of the company's work
- Greater influence in the industry
- Media time
- More applicants
- Thought leadership
Thought leadership within communication is about identifying the questions that potential applicants want to ask themselves in collaboration with, for example, your interns and student assistants. Once you know these questions, the company's ambassador corps can start answering these questions via social media, including Linkedin and perhaps Instagram or Tiktok.
It is therefore about choosing the right formats and thus also channels, in order to reach your desired audience. Do not expect high conversion rates from the content that the employees produce. To a greater extent, think of employee advocacy as awareness and micro-conversions - that the applicants begin to relate to your brand (which the applicants did not necessarily do before you started with your employee ambassador program).
If you would like to measure the effect, you can use the following methods:
- Interviews
- Questionnaires
- Polls
- Panels
- Ask for feedback
The more the employees can get the applicants to engage with their content, the better.
We will look at how you work with an ambassador corps in the next section
Employee Ambassador Programme
How do you make an employee an ambassador?
- Have an internal marketing strategy in place
- Share the vision of company with the employees
- Give employees access to news in the company
- Give space to employees and don't let the legal department be a straitjacket for all communication. Content can be entertaining, while being lighthearted and serious
- Clarify the guidelines for sharing content about the company
- Reward the efforts of your brand ambassadors
But why settle for a small group of ambassadors when you can use all your employees as brand ambassadors? Here you will get a number of ideas on how you can animate your employees to become strong brand ambassadors via competitions.
Once you have your ambassador door programme in place, you are ready to execute your communication strategy. This is done via employee branding on social media.
Employee branding
Let's first look at why it is a good idea to let your employees do employee branding on social media. The following figures you see come from the English media Standout-cv.com, which has analysed social media as a recruitment channel.
Who uses social media in connection with their job search?
The younger and older cohorts do not do it as much for various reasons.
Younger people tend not to be on Linkedin and only use Facebook for Fear Of Missing Out (FOMO) reasons. Conversely, older cohorts are just not big consumers of social media in general.
- 16-20 år (66%)
- 21-30 år (86%)
- 31-40 år (85%)
- 40-55 år (52%)
- 56+ år (30%)
In which industries do they use social media the most?
Let's see if there is a difference between job seekers and employers.
Hospitality, including events, theme parks, transport, cruises etc. which is equal to the BEACH (Booking - Entertainment - Airlines - Cruises - Hotels) industry (84%)
Retail (78%)
Creative subjects (75%)
Management consultants (79%)
Retail (75%)
Health (67%)
The interesting thing here is to see that there is not 100% equality between the jobseekers and the employed. The most noticeable is the marketing industry, where employers are keen to use social media, but job seekers to a greater extent use traditional channels such as job portals. However, it is not clear from the study to what extent podcasts are important in this context.
If we look at which industries are at the very bottom when it comes to jobseekers' and employers' use of social media, there is, on the other hand, congruence:
- Craftsman
- Security
- Bank
- Accounting and finance
- Engineers
- Lawyers
- HR and recruitment
Therefore, there are two primary reasons why jobseekers only use social media to some extent or to a small extent:
- The highly paid
- You are not used to using IT on a daily basis at work
However, it is worth mentioning that if you are going to find freelancers, then social media is the right place to promote your company via employee advocacy.
Which Social Media channels are the best for employee advocacy?
The answer here must be seen in connection with the above answer with reference to which cohorts use social media in connection with their job search.
In clear first place is Linkedin. Next comes: Twitter, Facebook, Instagram and YouTube.
If you would like to know more about, for example, how to create an employer branding campaign, see here.
How to create one
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