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21. September 2022

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

21. September 2022
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evernine editorial team

Modern PR now has more and more tasks, including in the area of HR communication. Above all, the inclusion and integration of employees' own concerns must be part of a holistic PR strategy for companies. The Evernine Group, one of the leading communications consultancies and full-service agencies, will be presenting what is important in new, HR-related PR today at the 2022 Communications Congress.

 
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.

 Stand for something not for everything!

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.

 More efficient PR with “Digital Me” from Evernine 

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.

Three points for a successful PR strategy

As an experienced communications consultancy, Evernine clearly recommends the strategy: Stand for something not for everything! The full-service agency supports companies with its entire portfolio during implementation:
 

1. In workshops on modern PR branding techniques, Evernine helps to put the values of a company to the test and to weight them on the employee journey. Stand for something not everything! It is important to involve your own employees in this process and to actively involve them in the formulation of values, for example. This strengthens both the company's external impact and the loyalty and retention of its own employees.

 
2. The development of smart channel strategies makes it possible to combine PR, social media and customer communication and give the channels their own identity. It is important to have a strong, digital communication center with clear themes, with a simultaneous individual channel strategy, especially in social media. Evernine's recommendation is to not only rely on common channels such as Instagram or LinkedIn, but to integrate new channels and formats depending on the target group, which should be staffed with employee involvement where possible.

 

3. Evernine sees PR as a strategic means of retaining and promoting existing employees and as a measure to attract new employees. Developing your own employees into “social ambassadors” gives them responsibility and a sense of belonging to their company and, as such, they are predestined to attract new employees and convince applicants of their company. Because when it comes to HR-related PR, personal contact is what counts most, keyword: Human 2 Human.

 

We are delighted to be represented at this year's Communications Congress and to be able to present this and many other topics of modern PR such as the effective use of content hubs for corporate communications on site. Visit us at our stand or contact us in advance via imakeyoudigital@evernine.de

Source cover picture: Evernine Group

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