June 2013

Manitoba Chamber of Commerce

Issue link: http://publications.winnipegfreepress.com/i/141831

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Page 33 of 55

hr headquarters JOB MARKETING HOW TO SELL YOURSELF TO EMPLOYEES By Pat St. Germain B usiness is brisk and you're in a position to hire new employees. Good for you. Now, do you want someone with a specific skill set? Or do you need somebody who will bend over backwards to make your company a success? Fang Wan, associate professor of marketing at the I.H. Asper School of Business, says you can have both if you take the right recruiting approach. An expert in brand management, consumer behaviour and advertising, Wan says companies should apply the same marketing principles they use to sell their products to sell their company to employees. 18 | SUMMER 2013 She says your marketing department should be involved in the earliest stages of recruitment. And just as your company has a public brand, you should have an employer brand that appeals to workers who share your company values. "I think it's time for employers to think about what kind of employees they want to attract," she says. "What is their ultimate goal?" You learn about your customers' needs, wants and values, so you can tailor your products to maximize profits. And you should learn about your employees' needs and wants, so you can use that knowledge to strengthen your organization. Wan says companies like Google and Winnipeg's Princess >> 'peg BIZ MBiz June 2013_final.indd Sec2:r 6/21/13 4:48:43 PM

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