Business Essays - Marketing Business Employees

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Marketing Business Employees

Title: Marketing your Business to Potential Employees


From Large Corporate Companies to Small Business Companies the key resource for growth is Potential Employees. One among the factors of production holds a distinct nature under the different forms of production. Every company needs potential employees to get profits and better client satisfaction. Some companies take specific measures for Marketing there Business to Potential Employees, They hire candidates who has reputation in the business so that they easily manage the business. Remember, in today's economic climate, hiring and retaining the best employees is a priority. Many companies are hiring efficient staff for there business, there are companies which also assist candidates to take a interview from a company appointed Psychologist.

The Business World is rapidly changing with competition and success in mind, Companies are hiring and retaining the best employees by providing different and unique benefits. Head Hunting is the common form of recruiting potential employees, Many United States companies started this type of recruitment in late 1970’s by hiring the best employees in the field. Later on this form of recruitment is forwarded to other countries.

Now Head Hunting is a form of Outsourcing Industry in United States, these type of projects are outsourcing to China, India and South Africa for recruitment of high profiled candidates for US Based Companies. Companies have taken several steps to hire high profiled candidates, so that the candidate is perfect for the business they do. Potential Employees every where are in high demand, with Globalization this trend is getting more difficult for the companies to recruit Potential Employees.

How Potential Employees attract to Companies

Potential Employees are very cautious in selecting the company they want to work. They are researching the present trend in the industry and also assuming the future aspects of the business. With working staff increasing day by day and graduates releasing from universities to the job market, the present Potential Employees are looking for growth. With taking this in mind companies have also started attracting them by offering high packages and other benefits.

Employees also trust in brands, Brand companies are highest status providers and there are most valuable organizations to work. There is always a rush for HR Recruitment for Fortune 500 Companies. These companies screen thousands of Resumes a day, in order to select the best potential employee.

Potential Employees attract to companies which offer high salaries, recognition, rewards, status and other benefits like Leisure Travel, Vacations, After retirement benefits and Educational benefits. Now a day it is also proved that Potential Employees are attract to the business shares in the company. Employees look after the industry and the company’s position in that market before applying for the vancanies. Future trends are also taken into consideration by the potential employees. Newspaper and online advertising is also playing a crucial role in recruiting potential employees, Even Employees are attracted to these attractive offers.

How Companies attract Potential Employees

Companies offer various kinds of techniques to attract employees, which include Advertising, Branding of the company and displaying the profits of the company. Companies are accomplished with the greatest task of recruiting potential employees for making there organization pofitable. Companies have got several sources of getting a Potential Employee hired, with the help of Internet and other Placement and Head Hunting Consultancies the task has been easier.

Companies also started the method of hiring a employee with the help of other employee by a method called Referral Recruiting, Where the present employee refers the candidates for the company. Human Resource Consultancies are playing a crucial role in recruiting staff for companies.

Companies are trying various methods to sort a new incumbent into the company. IBM the leader in Software Industry at a Average receives more than 5000 job applications through Internet and Other Sources. (MSNBC, 2007). The Companies are using there brand names to attract people.

Even though companies are recruiting more and more staff they are also following specific and strict rules for the new incumbents, which shows the company honesty towards employees and the Business. This is also used as attraction tool for the potential employees. In today's economic climate, hiring and retaining the best employees is a priority to the company. Companies make the right employment choices by evaluating the following methods:

  • Always ask for and check references. Even though you may not get a complete picture of the candidate, you'll at least be able to verify employment history.
  • Contact all of the candidate's previous employers listed in the resume or application.
  • Have more than one person interview an applicant (Even Psychologists are made to Interview the Candidate)
  • Ask the candidate questions that directly relate to the job.
  • Have every employee complete a job application, and make it clear that giving false information on the application is grounds for termination.
  • Criminal Tracking has also been a part of recruiting now a days, Tracking all the information that was related to crime and prosecution are matched with the new candidate.

These methods are followed by many companies around the world to pick the best potential employee available in the market.

Companies also tend to advertise the job vacancies in News paper, Online Recruitment sites and other Networking sources to attract employees to the company. The Employee and Employer are specific about what they need, so the complication in the recruitment is forwarded to the new age of recruiting known as

Recruitment Process Outsourcing (RPO) is a form of business process outsourcing (BPO) where an employer outsource or transfers all or part of its recruitment activities to an external service provider. RPO may involve the outsourcing of all or just part of recruitment functions and process.

The external service provider may serve as a virtual recruiting department by providing a complete package of skills, tools, technologies and activities. The RPO service provider is "the" source for in-scope recruitment activity. Now a days 95% percent of the US and UK Companies are outsourced with this activity (NASSCOM, India Report on RPO Industry 2007)

Companies are benefiting from this RPO, where there is a Low Cost of recruiting and hiring the best potential employees in the industry. RPO’s work on the requirement and Hire a candidate according to the companies guidelines.

How Employees Brand a Company?

Employer branding is defined as “the image of the organization as a ‘great place to work’ in the minds of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders).” – (Minchington (2005).

The key aspects that employees consider is the awards like Fortune 500 Companies, Global 2000 and Best Place to Work.

The Employer Branding involves high Potential Employee recruiting rate compared to other companies. As the working conditions and other facilities are examined and verified by the industry of experts. Strong employer brands have Employer Value Propositions (EVP’s) which are communicated in the company with Statements like (e.g. I Feel Great Working here).

These organizations segment and communicate EVP’s which reflect the image that the organizations wants to portray to its target audience. A company’s employer brand is reflected in the actions and behaviours of leaders and is affected by company policies, procedures and best practices. Employees also take the feedback from the previous employees worked in the company and evaluate the working conditions. The Companies like HSBC, Walmart, Exon Mobile and other Fortune Companies have a great rate of picking the Potential Employees.

How Companies Brand a Employee?

Companies also brand a employee according to the Educational Qualifications, Achievements on the job and other psychological and organizational factors. Employee Branding is the process by which employees internalized the desired brand image and are motivated to project the image to customers and other organizational constituents. (Miles and Mangold in 2004, Journal of Relationship Marketing, Vol. 3 (2/3), pages 65-87). This image can be positive or negative, and may not always reflect the image the organization desires.

Employee branding is an indirect branding effect in which the communication of company employees serves to characterize their company's employer brand. The term also refers to the effects that company employees have on the image of their employer and the employer brand by publicly voicing their opinion on their place of work. The Employees with a Positive Employee branding are always in demand. Employee branding depends on the Academic Qualification, Job Experience and other factors. A employee from Harvard Business School will have high Employee Brand than a employee from Hawaii State University.

Market your Business to Potential Employees

Business and Organizations follow different methods to attract Potential employees to there companies. Even though the company is not listed in Fortune 500 Companies or the best place to work lists, Companies attract employees by using simple techniques.

Attractive Salaries: Many US companies attract Potential Employees to there companies by offering attractive pay packages. A well fledged Package with Incentives and Bonus can attract a Potential Employee.

Rewards and Benefits: Companies offer rewards and benefits to a employee if the company grows in business or other activities. This attracts Potential Employees and also make them dedicated towards work. Rewards like Cash Prizes and Travelling are generally offered.

Equal Opportunity Employer: Now a days many companies are giving equal opportunities to all its employees. A potential employee may be in Working Management, Middle Management or Administration department, if they are provided with equal opportunity employees can retain in the company for longer.

After Retirement Benefits: After retirement benefits like Life Insurance, Pension other offers can make employees to choose the company. They also feel secure working for the company for a long time.

Business Shares to Employees: First Started in UK, Small Business Companies attract Potential employees by offering them shares in the company, This makes them feel like there own company and also many Employees are choosing these type of offers now a days.

Work Environment: Work Environment also plays a crucial role in attracting employees, Employees prefer to work in Job Environment which has Fun, Recreation and Stress free. Companies are developing these type of work environments now a days to attract Potential Employees.

Retaining Potential Employees

Organizations today are mostly focused on late-stage high-potential employees and on getting senior managers ready for executive roles. But what organizations are finding is that if you can find the high-potentials earlier in their career, they can be led down a stronger path. (Charles Orlanda, 2007).

However, simply identifying high-potential employees is not enough. An organization needs to provide incentives for these employees to stay. Creating a customized and achievable development plan for each identified high-potential employee is the best approach. “The reason we believe development plans work is because it is very difficult thing for an organization to replicate.

Any organization can match the salary that you are getting and probably give you a similar job to what you are doing now, but it is going take another organization time to know your personal strengths and weaknesses, to get to know your personal aspirations before they could even put together a customized development plan for you. (Wills Baker – HR Retention, 2007).

In order for a high-potential development plan to be successful, an organization needs to be committed to the development of its workforce, cultivate quality relationships and peer networks for its people, and provide vast experiential learning opportunities. “Our work suggests that it is not the developmental experience itself—meaning it is not simply job rotation or geographical rotation—it is the nature of the specific challenge that someone is to over come in the rotation that matters”.

Every Organization which employees a Potential Employee needs to upgrade him to future leader in the business, by providing the employee with constant appraisal, evaluation, assessments and training & development. By recognizing the employees and there needs, the employees turns to high productivity and determination towards business – which is called as Talent Management. Gallup, the research organization, has been studying satisfaction and turnover of Employee for decades.

They report that it's not about pay, but about one's manager. In a recent study, Gallup found that people who were unhappy with their boss were more than twice as likely to agree with the statement (Gallup Study, 2007), This shows that employees should be provided proper working standards.


Marketing your Business to Potential Employees is a the first step in any Business Development. Potential Employees can be high productive and determined by sharing there expertise in the business and make business to develop. Hiring and Retention of potential employees is a methodology of providing them a high pay salary and safer & enjoyable work environment.

Research Studies prove that Employer Branding plays a Crucial role and companies also prefer to hire candidate with high Employee Branding. Constant updating of the employees with Training and Development, Learning and evaluation make the employees retain in the company for longer periods.

Companies have alternative ways to market there Business to Potential Employees like RPO (Recruitment Process Outsourcing), where Potential Employees are motivated and hired by Consultant Companies, Only retention is the part of the company. Head Hunting is the other form of recruiting high profile candidates, but this is only limited to top notch companies.


  • Center for Professional Development - CIPD (U.K.) Recruitment Viewpoint.
  • Retention of Potential Employees - Talent Management magazine
  • Employees Maintenance Guide, Small Business Administration, USA 2006
  • HR Recruitment and Development – Gale Bolin, 2005
  • National Association of Software and Service Companies of India – RPO Report, 2007
  • Retaining Potential Employees – Charles Orlando and Wills Baker – HR Retention 2007
  • Gallup Study Report – 2007
  • Employee and Employer Branding - Workforce Performance Solutions.