Personnel Marketing for the Future

Economic success depends heavily on personnel marketing. This article discusses special features and today's challenges.


The economic success of a company depends on its ability to attract and retain highly qualified specialists. To achieve success in this area, companies use personnel marketing. Its primary goal is to present itself as an attractive employer to potential and existing employees. The following article takes a closer look at the importance of personnel marketing, focusing on its specifics and today's challenges

Personnel Marketing Definition and Functions

The personnel marketing area aims to make recruitment and employee retention effective. To ensure, on the one hand, that a job appears as attractive as possible and, on the other, that an employer enjoys a good reputation. Therefore, personnel marketing should not be viewed as a one-sided manner, because in fact the personnel marketing process is a comprehensive and multi-layered field of action.

Today’s personnel marketing fulfills three important functions:

  • Supporting companies in recruiting personnel
  • Increasing employee motivation and work performance
  • Strengthening the employer brand both internally and externally

Brief Personnel Marketing Instruments

As indicated earlier, recruitment marketing targets job seekers outside the company as well as current employees. Therefore, employers need to adapt their HR marketing efforts to both target groups to address them successfully.

Basically, HR marketing is divided into:

External Personnel Marketing

Its purpose is to increase the attractiveness of a company as an employer to the outside world. The following principle applies: A company that appears to be an attractive employer can clearly stand out from the competition on the labor market. This is particularly important in times of need for skilled workers and high labor mobility.

There are various instruments that companies use as part of external personnel marketing. These include:

  • Social recruiting,
  • Corporate Blog,
  • Building a talent pool, and
  • Presence at highly attended career fairs.

In addition, posting engaging vacancies on digital and physical channels is an integral part of external recruitment.

Internal Recruitment Marketing

It helps companies build their positive image in the eyes of their own staff. The aim is to ensure that employees are loyal to their employer in the long term and do not leave them for the competition.

To ensure this, companies take various measures that are designed for the long term. One important example is internal career planning programs aimed at developing employees’ professional careers. Some companies resort to various financial performance incentives. In addition, flexible working time models and attractive health offers are a strong motivating factor.

Why is Employer Branding So Important?

An attractive employer brand is becoming much more important and is likely to shape the working world of tomorrow. It fulfills an important role for both external and internal HR marketing by being the voice and face of a company.

Employers who are attractive to potential and existing employees enjoy high levels of trust and loyalty. This translates into a better performance, true commitment, achievement in terms of company goals, fewer sick and absence days, and lower turnover rates and recruiting costs.

Therefore, it can be assumed that companies will invest even more in their employer brand. In this way, they can set themselves apart from the competition.

Challenges of Today’s Working World

The world of work is undergoing a transformation due to various factors, including digital technologies and societal changes. The willingness to accept challenges in today’s working world and to develop solutions is a necessary step to successful recruitment.

The specific objectives that personnel marketing fulfills in a company depend on the personnel marketing strategy. It is important that it addresses the changing needs in the labor market and to be in line with a talent-oriented corporate culture. Strategically planned employer branding and target group-oriented personnel marketing instruments make an enormous contribution in this regard.


We would like to point out that our website provides non-binding information, which under no circumstances constitutes legal advice. This also, and especially, applies to topics within the sphere of legal HR advise. The content of this contribution cannot and is not intended to replace individual and binding legal advice. For this reason, all information provided is without guarantee of correctness and completeness, but always researched with the utmost care.

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