top of page
  • Writer's pictureEva Baluchova

Going beyond the candidate: How to make your recruitment marketing strategy human-centric? (part 2)

Today, we know that:

  1. People want to connect with each other, and the pandemic has made this desire even more substantial.

  2. Brands are putting on their sleeves and getting ready to meet their candidates where they need them.

Part of a brand's success comes from how well it can change with the times. Therefore, businesses need to stay up to date on the trends and new habits in the communities they serve.

A company, after all, is nothing more than a group of people working together to achieve a common goal, meeting the needs, values, and wants of other people. This is because businesses have had to change over the last few decades. After all, people have become more aware of social and environmental issues.

Putting people at the heart of a company's interests, investments, and values is essential to staying relevant in the market.

What is Human Marketing?

HUMAN MARKETING brings a better way for marketing within organisations to operate, a way to be as human as the people who work in them.

"Design is a matter of human-centred problem-solving. It is a process of exploring and developing solutions to human problems." - David Kelley.

When we use imagery and language that taps into our audience's needs and emotions. Solve their problems, and react to their unhappiness. The audience is unable to fully resist the persuasive power of the message.

What exactly is a human-centric strategy?

You might be wondering what I mean when I say "human-centered marketing," and the main idea is to build a solid emotional connection with our candidates that is kind and helpful and even a little vulnerable. So we don't bother them, we don't interrupt, and we don't manipulate them. But to help people at their point of need, go with them and help them.

In your marketing strategies, you should authentically include company leaders and employees.

Human-centeredness is putting people first instead of just company/ product shows how important it is for brands to build relationships with their candidates and employees.

Employees play a significant role in ensuring that a company's human-centered policy is actual. Brands can't just make, market, and sell valuable things. They also can't think of their employees as just workers and candidates as applicants.

Candidates and employees are asking brands to take a stand on their well-being (physical, mental, and social) and to change their narrative from "me" to "we," focusing on collaboration, not competition, for the well-being of society and the environment.

Human-centric strategies represent values such as transparency, authenticity, and empathy.

This is important because these values are what people expect from a brand. So how do you do that?

  1. Ordinary people do everyday things, and so do you!

  2. Embrace vulnerability

  3. Don't just talk the talk; put your money where your mouth is

  4. Engage everyone

Human-centric marketing is about doing more than just putting a picture of a candidate on the website or making a company seem more human. It's about creating genuine, long-term relationships with candidates so that they will become ambassadors for the company.

Employers are often perceived as impersonal, untrustworthy, and un-human. And again, people don't want to work for a company that doesn't care about them. The people who work for a company make it great, not just the products or services it offers.

In the Internet age, people expect more from companies than just a job. They hope companies to have a positive impact on their lives, on the environment, and on society.

Companies need to show character, no heart, and no personality. Brands can change this by putting a human face on their company. The candidate's job is to be a part of a team, a brand, a community, and a movement. They can't just be an individual. They can't just be an applicant.

Employees need to be seen as humans first before they can be seen as employees. Therefore, the most human company will win.

Want to see examples of how to be human-centric in your messaging > read here

Here are our favorites which we saw recently:

Engage everyone:

Don't just talk the talk, put your money where your mouth is:

Embrace vulnerability:

Normal people do normal things, so do you!

PS: If you missed out on part 1 "Going beyond the candidate: Does your brand possess human qualities?" Read here.

15 views0 comments
bottom of page