3 ways your martech investment can benefit HR

Forced market conditions continue to challenge business as England goes into another lockdown. Yet there are some green shoots, particularly in certain industries when it comes to recruitment.

LinkedIn reported last month how hiring had returned to pre-pandemic levels with the most in demand vacancies for Project Managers, Customer Service and Software Engineers. While employment in the UK Tech Sector is on the rise.

The HR department has never been so valuable to business during this time. It is central to the company’s success in driving employee productivity and resilience in what are unprecedented circumstances. Yet, HR teams themselves are overrun with new tasks that are changing almost daily, in accordance with the challenges and demands of the pandemic, managing a remote and dispersed workforce.

There is much internal company value therefore to be had from harnessing martech, particularly when it comes to HR, yet many companies fail to see the benefits beyond the customer journey. While marketing budgets may be cut, utilising martech outside of the traditional marketing function in three ways can help HR simplify previously laborious processes, prioritise resource on where it is needed most and drive additional value from your marketing operational investments.

  1. To help with recruitment

Despite many businesses going digital, there is still a large amount of paperwork and manual processes associated with Human Resources and Talent Acquisition.

But there is a way to integrate your marketing automation platform and capabilities into your HR processes to alleviate some of this administrative work and help recruit, hire and retain employees.

Social media for example; You can connect your social media accounts to your martech platform to not only push out your brand marketing but also job listings, which can be externally marketed through a planned content calendar that is easily trackable on your dashboard.

Once a potential candidate clicks on the available job post, the platform can help the candidate seamlessly go through the company recruitment process, being guided to automated forms and questions that will segment them into groups according to their responses.

Data collection can be spread over the recruitment process, by leveraging ‘Progressive Profiling’, a technique used in the sales journey, that allows marketers to gradually collect more data on leads at strategically timed intervals throughout the buyer’s journey. Here, you can use this method to strategically capture candidate data, with only the necessary data collected for the candidate to progress to the next stage.

The marketing automation platform can also be harnessed to personalised communication to prospective candidates that may not be right for the business now, but in the future, based on their interest areas. For example, a candidate nurture program could be developed to share company news, community involvement, social programs, etc for high-potential candidates to get them excited about the company even if the right opportunity is not yet available.

  1. To communicate with employees

With the majority of businesses managing a remote workforce, now more than ever is the time to communicate with and update employees on policies using your martech platform. The platform has email and workflow options which can enable you to send out company documents, updates and announcements.

Some documents will invariably require signing and your martech software may have the capabilities to manage this. It is also possible to see which managers or employees have opened the documents – or haven’t – with the option of automated emails to be sent to those to follow up – saving time all round.

  1. For better employee training and onboarding

Employee training is crucial in 2020. 94% of British businesses believe ‘that even in the current economic climate, learning and development is at the heart of their strategy’, according to the UK L&D report, Benchmark Your Workplace Strategy.

Home working in the current climate has meant that much more training and development is undertaken virtually. Marketing automation software can enable HR teams to have the option to analyse and track the performance of any company based video training or learning. Utilising certain tools, the HR team can see which employees have watched the video or learning package and how much.  It can also identify which areas of the video or training may have been revisited, which is very useful insight to track engagement levels and note for future best practice.

Consider implementing a ‘nurture’ program too, to drip-feed personalised content, resources and training over a defined period via your martech stack. Access to engagement metrics is another benefit of utilising marketing automation for these efforts.

Understanding the many capabilities of the automation and performance analytics in your martech stack presents a great opportunity to enhance the HR process significantly and make the whole business more efficient. Your HR team are then free to concentrate on building your business and its reputation, by meaningfully mentoring your people and creating compelling strategies that retain staff and attract new talent.

Contact WoolfHodson now on information@woolfhodson.com if you would like to find out more on how we can help digitally transform your sales and marketing processes. 



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