The Marketing module outlines and defines the What and How of an organization when it comes to present itself as an employer of choice to the various target groups, i.e. staff (internal) and potential new hires on the labor market (extern). The fields of activity of Marketing can be segmented into research, the internal and the external labor market.
Research
How and where can the organization obtain and make use of tools, data and information for and optimization of the activities, instruments and appearance of the organization as employer of choice, e.g. Employer of Choice rankings, Employee Surveys, Social Media Responses, …
External Labor Market
How can the organization present itself on the external labor market and communicate its advantages and attractiveness target-group related and optimized, e.g. for job seekers.
Internal Labor Market
What are the factors and instruments of attractiveness (e.g. scope of tasks, responsibility, career paths and opportunities, training and development, incentive systems, work culture etc.) and how do they have to be applied, managed, developed to be recognized and assessed positively by the staff?