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HardNetSoft Blog
Review the internal communication has become nowadays one of the most significant challenges that small, medium and large companies need to prioritize their strategic action plans and organizational.Hence, the interest of HR marketing because "we are entering an era of social complexity" and above all it aims to highlight the "employees" who want a hand to an important target for exploit called "cliemployés. On the other hand, this new approach is considered a crucial actor in the development of internal communication plan to convey a good image of the company while guaranteeing to "differentiate themselves from others and be more attractive. "All this, based on an action plan to be creative nature of marketing a new brand called" employee-customer. "
Thus, internal communication will have a state of mind nurtured by the practice of marketing mix tools.So how can we apply and implement a strategy "Marketing Rh" in favor of a new "Com 'Internal" said efficient and enhance the image of "Employee / Client" level of enterprises?
Internal communication, a real ace in the Company to enhance current
Increasingly, companies are beginning to have new thinking to help develop a unique brand so they do manage to attract new candidates to schools that are part of the internal target once back in HR sphere.Thus, this thought has become the heart of the strategic priorities of the new organizations that want to retain "employees" to operate effectively and positively to end the phenomenon of "turnover". These same companies wishing to reach an overall logic by giving each employee the keys to better understand the business, its goals, his fears, his activities and his men by adopting a marketing approach rather vis-à-vis the Com ' internally.
Finally, the company today has become very conscious of its internal resources, trying to converge the system towards the era of new technologies through appropriate tools and to educate "employees" of being able to speak clearly "value-oriented purposes "of their business and deliver a correct view of the effectiveness of its actions and to convey a good image.
With this in mind, several firms are aiming to develop an analysis of strengths and weaknesses, using firms 'HR' experts in the field, it does in the office "four winds" in the operating marketing consulting and HR communications. Thus, internal communication can maintain a lasting improvement to promote its values characterizing the image of "employee-customer" through a plan of action. Indeed, according to Thierry Libaret "There is no corporate communications without a plan of action."
Based on these findings, enterprises must prepare a communications plan for achieving its strategic action plans.
Furthermore, the communication plan is built often on the application of a fairly precise in three stages:
* Diagnoses involving the study of context and analysis system in relation to the policy of the company, its culture and especially the expectations of employees;
* Consider the various strategic objectives and in light of the threats and opportunities of the environment;
* Finally, the preparation of the communication plan that will lead eventually to the development of the action plan of the company.
Marketing HR and its role vis-à-vis the new Com 'Internal
Human capital has become the priority in the strategy of each organization and every company is supplying its internal resources to develop a character and a new spirit of "customer oriented" in its communications business in general and internal communication in particular. However, companies are beginning to adopt a new approach to character marketing to benefit their HR to better convey the "employer brand" through the "HR marketing."
Thus we must answer two questions:
* What is HR marketing? And what is its role in the business now?
According to Philippe Liger, HR marketing is a new communication strategy that highlights the relationship "employee / company. It is to consider employees, present or potential customers as value-added in order to develop a lasting relationship, especially with them individually. At this need, companies have thought to use the techniques of marketing and corporate communications where the birth of the "HR Marketing". He is regarded as one innovative approach to human resources and development of the brand image of the current company.
Thus, the establishment of a marketing action plan will be a true HR means to implement a policy of human capital development while focusing on the relationship "business-employee."
The combination of the principle marketing Human Resources is an action very relevant in the sense that the goal of marketing is to get closer to the best of its target and to understand their expectations, to obtain satisfaction while adjusting supply and especially to establish a lasting relationship with that same target for the "loyalty". And thus to build a real marketing plan HR, it is essential to apply the rules of marketing through the "4 Ps" marketing mix fundamentals for a new HR policy communication. The establishment of a marketing mix HR can be summarized as follows:
* Product: what the offer HR, focus is to define a good performance in terms of recruiting, coaching, training opportunities, quality of management of payroll, University of Business Academy of company, for example the group "Lesieur Morocco", "Accor Morocco" and now "My Morocco". And that, vis-à-vis a predefined target "employees in-house" and "school winners externally;
* Price: The price is just a way that will allow HR managers to strengthen the negotiation skills to better develop a budget that goes in parallel with the product offered and the expectations of customers;
* Distribution: This action may be through different channels, the best known are the services available are at "the HR or line manager" or through outside services;
* Communication: marketing communication and advertising can take place without having established the previous three "P" and the shares of the communication of the HR function will be used to disseminate the image and the desired product to internal customers and external because the objective is to develop, to seduce and surprise especially through the media or offline media.
Thus, HR marketing has become such a recipe made for healing and miraculous rebirth of a new internal communication as we enter the new era of the loyalty of its human resources internally and externally and prospecting, an example of "PNB Paribas" with the use of "second life" for its action in the recruitment of IT jobs in France and currently in "Atlas Hospitality" in the hotel sector in Morocco and many other companies that rely more Also in this strategic actions for effective communication.
Reaching that conclusion, the present company is aware that marketing of Human Resources has the ambition to put the employees on their devices in today's enterprise by providing the consideration to better meet their expectations and what motivate the general perspective of shared progress. In this context, we no longer speak of the employee as a mere employee but rather an "employee client" who will spread the image desired by the company through the com internally.
Finally, we can say that the HR marketing place employees at the heart of the concerns of the present company in-house to distribute the employer brand and values desired (awareness, brand image, ...) but also to better attract external customers' winners of schools "to be future employees in a job market becoming increasingly competitive.
Thus, the corporate communication and especially internal communication will educate internal employees to avoid the mismatch between the image the company vehicles and the reality. Finally, internal communication emerges as a major player in corporate strategy.
However, these companies need to use a dry
