What HR Marketing Can Do and How to Approach It

Are you considering whether or to what extent your company should focus on employer branding and HR marketing? Here are several reasons you won’t be able to do without them in 2025, along with tips on getting started. 

The Slovak job market, for example, faces a labor shortage, with only one in ten people actively looking for a new job. Most employees are passive—they may be dissatisfied with their current position but need more motivation to make a change. This is where HR marketing comes in. 

A third of employees respond to the possibility of better working conditions. It’s not just about attracting more applicants but, more importantly, about engaging the right ones. This helps companies minimize the risk of a bad hire, save time and money, and secure candidates who fit in and are less likely to leave. A well-structured HR marketing strategy can also highlight employer benefits beyond salary—especially useful when offering a competitive wage isn’t an option. 

According to our research, aside from money, employees are most motivated to change jobs for a better and more respectful approach from employers (19%), a more engaging job role (11%), a better team (10%), or an improved work environment and accessibility (6%). 

To kickstart employer branding and HR marketing, internal collaboration is crucial. HR teams should align with marketing departments, managers, and team leaders who deal with hiring volume and quality. 

Before launching specific activities, it’s essential to gather as much data as possible to understand your market position and industry context. These insights can come from internal company sources, colleagues, labor market data, or competitive analysis. 

It's also vital to define the ideal candidates for your company. What matters most to them when changing jobs? What motivates or discourages them? What can you offer them? Have you analyzed why candidates choose your company or opt for competitors? Once you have these insights, you can begin shaping your company’s presentation—whether on career pages, job ads, or social media. 

As you build your strategy, analyze competitors for inspiration and identify what unique value your company can offer candidates. You’ll likely have several “aha” moments that reshape your employer branding approach. 

New hires and experienced employees can also provide valuable insights through surveys or social media discussions. Employees often have the best perspective on your company’s strengths as an employer, helping you focus on aspects you might not have considered. Even the most expensive HR marketing effort can fail if it lacks these crucial insights. 

Most people don’t change jobs based on a single job ad. Their decision is influenced by multiple touchpoints. Focus on creating valuable and relevant content across different platforms to build trust in your brand. This allows candidates to familiarize themselves with your company before applying. 

For example, Penta Hospitals found that their owned media, such as social networks and entity-specific websites, were the most effective channels. Meanwhile, Alzheimer Home saw surprising success with their new chatbot—an AI-powered recruitment assistant. 

By providing content that addresses real concerns and questions, you strengthen candidates’ relationship with your organization and increase the chances of them accepting job offers. 

People also love getting a behind-the-scenes look. Use this to your advantage by offering an authentic preview of your company culture. Blog posts, videos, and social media stories can showcase your workplace atmosphere. Hosting community meetups at your office can also be effective, especially for niche professions. Ensure all these channels are well-integrated into your career website, which serves as the heart of your HR marketing efforts. 

And let’s not forget artificial intelligence. Few companies currently use AI to optimize the candidate's experience during the job search process. Yet, this phase is crucial—candidates form impressions of your company based on job ads and your website. 

Enhance user experience by optimizing all digital touchpoints. Use AI to review your career site, job postings, and application forms. AI can simulate a candidate's journey, suggest improvements for recruitment copy, predict user behavior, and analyze visitor data. 

HR marketing is no longer just an optional extra—it’s a necessity in a competitive job market. By leveraging data, authentic storytelling, and AI-powered optimization, companies can attract and retain top talent in 2025 and beyond.