Labor market communication is a specific form of business communication that is structurally used to stay (or come into) contact with current and potential employees. A professional approach to this internal and external communication proves that you take your contacts seriously as an organization. And this is a crucial condition for creating a positive image of your organization as an employer.
By focusing on the right target groups, you can come into contact with suitable candidates more quickly. Examples of labor communication include special careers websites, employee testimonials, promotional content on social media, catchy vacancy texts and a thorough recruitment and selection strategy. In other words, all communication aimed at the labor market.
Talent is scarce
It is evident that good employees are an indispensable link in the development of your organization. But at the same time, your competitors are also on the hunt for candidates with the same talents. Through the use of headhunters and high salaries, capable employees are tempted to switch. But talent is scarce!
So to ensure quality responses to your vacancies, it is essential to put the qualities of your organization in the spotlight. This can be done by setting up attractive and distinctive recruitment campaigns that underline your company's reputation as a perfect employer. With a smart approach you are always one step ahead of the competition.
The importance of good labor market communication
Communication aimed at the labor market is an important part of your strategy to create a strong employer image. Because portraying your organization as a more attractive employer than the competition will give you more than just a better position and time savings.
In addition to increasing your chances of finding the best people on the labor market, it also increases the quality of hire. In other words, the quality of the hired candidates. Because attracting talented employees requires appealing communication in the market. Communication that is recognizable for the target groups you have in mind and that is a perfect match with your company.
Internal labor market communication
Not only external communication helps you get or stay in touch with potential employees or candidates. Internal labor market communication refers to communication within your own organization. Clear communication is the ideal way to involve your employees in the growth of the organization. In this way you make them part of the vision for the future and the success that you strive for. This also helps to inspire current employees to grow within the organization, for example by offering training or announcing internally if there is a new vacancy.
However, this requires two-way traffic in open communication, which also offers space for employees who can openly indicate what they need to achieve success. By investing in employability, you invest in the development of your team. The growing professional knowledge and skills of your employees increase both their own opportunities within the company and those on the external labor market.
A win-win situation for both parties, which usually results in optimal performance for the organization. In addition, intensive contact ensures that you as an employer can respond to new needs of your employees in a timely manner.
A clear positioning of your company
The current labor market, with major labor shortages, poses major challenges. In addition, trends and developments in terms of positioning, individuality and consistency play an undeniable role in your image as an employer.
Getting in front of the right candidates starts with a clear positioning, in which you show why it is attractive to work at your company. But how do you translate this into effective communication with your target groups? That depends on a number of factors.
Also read: what is a positioning strategy?
Employer image
Building a strong employer image is influenced by several factors, including leadership, corporate culture and internal communications. In your communication plan, the organization itself is one of the most important pillars in your strategy.
Vision, mission and current status paint a picture of the skills needed to realize the strategy and stay ahead of the competition on the external labor market. Recruiting and retaining talent is one of the most important priorities in which management, HR, marketing communications professionals and employees work together.
An effective labor market communication plan
The first step in setting up a successful labor market communication plan is thorough preparation. This starts with determining the motives for reaching and influencing the intended target groups. Before focusing on the end result, it is essential to first map out some important data.
The target groups
Mapping the right target groups makes it possible to better tailor your message to the specific group for which the communication is intended. By determining which skills and competencies are indispensable, you know what you are developing your communication plan for.
Budget and objectives
The next step is to formulate your objectives, in which you record what exactly you want to achieve. In this phase you determine the messages and channels to reach your target group and also the budget you have at your disposal.
The image of your company
In order to retain the right employees for the long term, you as an organization must make it clear what you have to offer as an employer. Because in an important step such as a new job, distinctive aspects such as core values such as pleasure in your work, freedom or being able to contribute something are often important. That is why every action must be aimed at making your identity as an organization visible, recognizable and attractive.
Also read: what is a corporate image?
Involve employees in the plans
When developing communication plans, it is essential to involve your employees. After all, they are the ambassadors who convey the brand image, so that you can translate the message consistently to all internal and external target groups. The wishes of millennials are also an important factor in your planning, because they are currently the most active group on the labor market.
Goals of successful labor market communication
What are the three most important goals that labor market communication has?
- direct recruitment of candidates
- employer branding
- employee relationship management
In a competitive labor market, employers do not want to be dependent on last minute communication when a vacancy arises. That is why more and more companies are structurally building an employer brand (employer brand) that the organization knows how to profile as an attractive employer within the intended target group.
Through employer branding in support of direct recruitment, they strive to build a preferred position among potential, talented candidates. To get in touch with them this way. In addition, the employer value proposition, or the promise that the organization offers, is of great importance. Because high salaries only have a limited effect. Only companies that fulfill their employer promise appear to be able to retain people for longer.
The employer promise
The employer value proposition, or the promise that the organization offers its employees, does not only include the work itself. The affinity with the company, the industry, the work location and colleagues also play a role. A strong employer label is distinctive and relevant, with good employment practices as the starting point. The employer promise must be clear and credible to create an authentic preferred position as an employer.
Employer branding as part of labor market communication is not a goal in itself, because ultimately it revolves around the most important priority: attracting and retaining talented candidates through a positive employer brand with its own identity and distinctive positioning. Your internal communication is aimed at involving your people in your future plans.
To create a clear image, it is important to approach the different public groups, such as customers, public opinion and shareholders, with the same proposition. As the employer branding deviates from the corporate branding, it is important that the different messages reinforce each other.
Because strong labor market communication not only enables you to attract talent, but also to retain this talent for a longer period of time. After all, your own employees are the ambassadors who promote your image.
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