The role and tools of performance marketing for attracting new employees

the article is devoted to the development of tools and metrics of performance marketing in the human resources market. Under the conditions of personnel shortage and formation of a job seeker's market, the behavior of potential employees, especially young ones, is undergoing significant changes. Companies need to adjust their employee value proposition and change their approaches to attracting employees in the digital environment. The purpose of this study is to adapt the performance marketing toolkit for the employee recruitment funnel. A competitive analysis of large employers has revealed the most important sources of traffic to their career websites: direct inquiries, organic search, and referral programs. The motivations and barriers of three target segments of potential employees for service companies are highlighted. These segments are youth, parents on maternity leave, and people looking for a part-time job. The difference between keywords in advertising messages targeted at these segments is shown. A three-stage marketing funnel for attracting staff is proposed: creating awareness, offering vacancies, and closing vacancies. The role and tools of performance marketing at the second and third stages of the funnel are substantiated. The practical significance of the research lies in the possibility of using its results in the practice of companies experiencing personnel shortages in competition for qualified applicants.

performance marketing, employee value proposition, human resource marketing, staff shortage, sources of online traffic, marketing funnel