In the scuffle for high-value talent, supervisors need to think like marketers, creating job offerings and employment relationships that provide shared value for their workers and firms. This article supplies a 3-period framework for the application of marketing techniques to the recruiting and retention of high-value employees. In the first period, the 4Ps of the marketing mix are used to create compelling occupation offerings that bring high-value workers. In the second period, businesses use relationship marketing theories to develop long lasting employment relationships that create mutual value for the company and its workers.
The third stage includes the outcomes of high-value employment relationships, which include greater employee commitment and satisfaction, which then lead to greater worker encouragement of the firm and lower levels of employee earnings. The eventual projected outcomes of this approach are increased functionality and stability of the business.
PUBLICATION DATE: November 15, 2008 PRODUCT #: BH306-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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