Yes, human resource professionals are responsible for important things like benefits, compliance, and training. But they also lead equally important talent recruitment and employee retention, along with driving corporate culture. And this is where marketing prowess has value in HR departments. Human resource leaders need to continually market and reinforce the value and uniqueness of their organization as an employer of choice. Just as branded merchandise and apparel are effective components of the marketing mix, so are they effective tools to help HR pros attract, retain, and engage employees.

Attract

First impressions matter, which is why it's essential to think outside the basic job posting, interviewing, and offer process to impress potential employees. A prospective hire’s first engagement with your company may have been as a customer. What impression do your company's uniforms give to that potential employee? When your HR team attends a campus recruiting event or community career fair, what does your booth, tablecloth, and giveaways say about your organization as a place to work? Let us collaborate on-target products to give candidates that include a QR code linking to your open positions or another relevant page on your company website. When the candidate visits your facility for an interview, do they see employees proudly wearing logoed apparel, displaying awards they’ve received, and using the thoughtful company-branded desk accessories they’ve been given? How you outfit, reward, and recognize current employees can have a significant and visible impact on potential employees.

Retain and Engage

Employee turnover is costly and disruptive. Engaged employees have lower turnover rates and are more productive. Engagement initiatives can start as early as the offer stage. Some companies include company swag with their offer package, with clever messaging about how the swag will be useful as an employee. Sales professionals would call this an assumptive close! More common is a new-hire or welcome kit with branded merch to help the employee get started in their role or to proudly use outside of work. Company merch stores are a powerful engagement tool, particularly when paired with providing points or vouchers for new hires, achievements, and milestones like years of service or birthdays. As Dale Carnegie said, “People work for money but go the extra mile for recognition, praise, and rewards.” Learn more about including incentive and recognition programs in your total rewards package.