Stand for something not for everything - how companies can integrate HR into PR

 
The shortage of skilled workers poses enormous challenges for companies in all sectors of the economy. The baby boomers are retiring, but subsequent generations are no longer able to fill the many vacancies. It is becoming increasingly difficult to win the “war for talent”. As a result, and due to the effects of digitalization, traditional recruiting measures such as passive job advertisements are no longer as successful as they once were. A new strategy is needed to attract and convince applicants. The communications consultancy Evernine Group is therefore pursuing a new PR approach: the use of social media channels involving the company's own employees to attract new talent.

However, for companies to be successful via social media recruiting, they must operate from a clearly defined and established position. This means that they must be clear about the values they stand for and communicate these clearly to the outside world. Today, companies are obliged to deal with many new issues, from New Work and diversity to the various global crises, and to integrate these into their activities. The important thing is: Stand for something not for everything! Companies need to identify the values that are relevant to them, position themselves clearly on these and align their PR strategy accordingly. It is crucial that these are also communicated and practiced externally, which in turn depends on the employees. And the complexity of the employee journey requires different approaches, as it not only covers recruitment communication, but also all phases of a company's professional life.

The full-service agency Evernine Group will be presenting its new approach to HR-related corporate PR at the two-day Communications Congress 2022. Since its foundation in 2011, it has been providing strategic advice to its clients, enabling the digital transformation of marketing, sales, PR & HR. Companies such as Axians, valantic, Expleo and Offerista Group GmbH already rely on the PR support of the communications company. Based on its many years of expertise, the Evernine Group divides optimal PR for companies into four areas of responsibility: Next Level Brand Communication, CRM & Digital Campaigns Strategy, Digital Me and Content Hubs. These areas need to be set up and networked effectively, especially for PR managers. In terms of HR-related PR, the focus is particularly on the “Digital Me” area, where selected company employees should take on responsibility as “social ambassadors”. Based on its experience from customer projects, Evernine sees particular potential here for increasing PR efficiency and will therefore also present this point at the 2022 Communications Congress.