Blur the Lines Between HR and Marketing to Attract and Retain Top Legal Talent
In today’s extraordinarily tight legal job market, traditional means of recruiting are simply not enough to attract top talent to your organization. Legal professionals are in high demand — even your current employees are targets for competing firms. The good news, though, is that there are steps you can take to rethink and retool your recruiting methods that not only attract talent to your organization but keep your best employees onboard and engaged.
Traditionally, organizations keep their human resources and marketing functions separate: HR hires new employees, onboards them and takes care of myriad administrative tasks; marketing endeavors to position your organization as No. 1 in the consumer’s mind. However, given today’s unprecedentedly low unemployment rate, it’s critical to merge these two elements ― and think like a marketing expert — to boost your recruiting power. Much like you use marketing to brand and promote your firm to consumers, you can use a similar marketing strategy to brand your firm as an employer of choice and attract candidates. By blurring this dividing line between HR and marketing, you’ll be able to craft an employer brand that inspires enthusiasm among the best candidates and engages your current associates.
RECRUITING AND HIRING = MARKETING
You know the drill: Your firm needs to hire a paralegal, so you open the job description template and start posting it to all the job boards. That may have worked in the past, but now it’s time to add a marketing twist to your normal recruiting routine. Take a moment to think about what your organization stands for and why someone would want to work there. This will help define your “brand” as an employer ― what you stand for and what differentiates you from other firms. Use this information to create a more compelling job description that highlights your company culture and what makes you a desirable employer.
Once you’ve attracted candidates and made a selection, your marketing activities aren’t over. The hiring and onboarding process is yet another opportunity to sell your organization to your new employee. The way you present the offer, the way you welcome them on day one, the way you prepare them for their role — these are all opportunities to create a positive first impression. Throughout these critical early days, you want your new hire to feel confident that they made the right choice in accepting your offer. Use this key moment to reiterate the principles of your organization’s culture, which the new employee will be representing.