This article is part of the special “Employer Branding Best Practices” published in the January 2024 edition of Human Resources, within the Employer Branding Conference 2024, promoted by Talent Portugal.
In such a competitive and candidate-driven job market, it has become essential to use marketing strategies and tools in recruitment and talent management, which make the company stand out in the market in which it operates.
Eduardo Marques Lopes – Marketing and Communications Director
A Multipessoal began, in 2019, a transformation process, which resulted in changes in three main pillars of the organization: people, processes e technology. The fact that the current context leads to an increasing transition to the digital environment has led the recruitment company to also transform the way it relates to candidates and employees. «If, on the one hand, we have completely digitalized their journey, with the launch of the first 100% digital employment solution in Portugal - Or Clan –, on the other hand, we want them to play an active role in our transformation and see in us the support they need without losing the closeness and personalization of the relationship», contextualizes Eduardo Marques Lopes, Marketing and Communications Director at Multipessoal.
On the side of the approximately 200 employees who currently make up the structure of Multipessoal, the same person adds that the company has made significant changes, whether in terms of access to new work tools or the granting of new extra-salary benefits, which are now reflected in external communication and in job advertisements for candidates.
As already mentioned, communication with candidates and employees that Multipessoal placed on customers is done entirely through Clan, the platform that came to provide a better user experience, at the same time as speeds up your entire journey. «The objective is not only to make available the hundreds of job offers that we already promoted before while Multipessoal, but also by we ensure the entire process digitally, from the application to the signing of contracts, including onboarding processes, also having ours specialized consultants always ready to provide support e ongoing monitoring», adds Eduardo Marques Lopes.
As a human resources company, Multipessoal assumes as the main strategy for a successful business the marriage between the strategies of customer brand quality employer Italian and international brands. According to the Marketing and Communications Director of Multipessoal, it is therefore essential that the strategy of Employer Branding defined not only by Human Resources and Marketing, but also by employees from other departments. “With everyone’s input, we better understand our Employer Value Proposition (EVP) and how to communicate it”, he highlights.
The Importance of Recruitment Marketing
It's been about three years since the Multipessoal has worked on the employer brand of national and international clients in two ways: one, more short-term, for the immediate recruitment of professionals through campaign creation, both online and offline; and another, more Medium and long-term, for the definition of a strategy employer Branding, in collaboration with clients' HR and Marketing departments, to help companies attract and retain the best talent.
Given the context of talent shortages in several areas, it has become a growing priority for companies to strengthen their employer brand and promote it through marketing techniques in recruitment processes. That is why Multipessoal launched a new business area de Recruitment Marketing, complementing the offer of human resources solutions in Temporary Work, Outsourcing or Recruitment and Selection.
«In such a competitive job market and candidate-driven, it has become essential to use marketing strategies and tools in recruitment and talent management, which make the company stand out in the market where it operates", says the Marketing and Communications Director. In this sense, Recruitment Marketing offers companies the opportunity to prioritize communicating your employer brand as a way of respond to challenges that arise from the current socioeconomic context, such as competitiveness, uncertainty and volatility.
The main objective of Recruitment Marketing is deliver the right message to the right candidates, at the right time, leading them to consider the company and apply for its job openings. «In practice, Recruitment Marketing is the process of promote the employer brand to a specific set of candidates across multiple channels, such as social networks, career websites, job portals, blogs”, reflects Eduardo Marques Lopes.
30 years of activity
After 30 years of history in the market, «with regard to the strategy of Employer Branding, I would say that we continue to face challenges similar to many organizations operating in Portugal, namely finding the right candidates to respond to our open opportunities”, adds the same person in charge.
In your opinion, there are two fundamental factors in finding the ideal professional, or rather, in ensuring that the right candidate finds the right company. The first is «make our value proposition attractive as employers and reflect this in every job opportunity, that is, demonstrate what makes my company a special place to work, such as having a well defined purpose e with which everyone identifies, offer a good professional experience and a good working environment, or demonstrate a genuine concern for people's well-being e recognize your work. On the other hand, “it is important to know how to communicate and disseminate this proposal, involving not only HR and Marketing in this promotion but all employees, who must participate as brand ambassadors”, concludes the professional.
As to tendencies that will mark the coming times in the field of Employer Branding and its importance for companies, the Marketing and Communications Director of Multipessoal highlights the field of well-being and benefits for employees, as companies are increasingly providing useful tools for managing benefits and work models. «For example, in Multipessoal we launched, at the end of 2023, a new benefit related to financial well-being, which allows employees to access their salary before the end of the month”, shares the manager, drawing attention to another increasingly popular topic: the commitment of companies to creation of workplaces in which the diversity and inclusion are a priority. «In the Multipessoal, in addition to the various partnerships we have with institutions that work on these topics, last year we defined a policy with the mission of ensuring that all processes in the Multipessoal are aligned with a inclusive culture, both for candidates, employees and customers”, concludes Eduardo Marques Lopes.
