Talent Marketing Strategy Process Building an Integrated Marketing Strategy to Attract and Retain Talent Segments
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| Year of publication | 2018 |
| Type | Article in Periodical |
| Citation | |
| Keywords | human resource marketing; talent attraction; employer branding; segmentation, targeting, positioning process (STP); talent segmentation; conceptual framework |
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| Description | Over the past decades, scholarly interest in talent has increased. However, talent research developed into the fragmented field and the definition of talent is highly heterogeneous. Simultaneously, marketing principles have been implemented in human resource management in order to attract and retain talent. Nevertheless, the use of marketing has been diminished only to brand marketing while the target audience definition remains absent. This article demonstrates these limitations and suggests future research directions oriented toward a more complex strategy of attraction and retention of talent. The conceptual framework integrates organisation's strategy and talent definition based on a best-fit approach and suggests adopting additional transactional marketing tools such as segmentation, targeting or marketing mix modified to the labour market when attracting and retaining talent. The organisation, being agile in meeting the needs of talent profitably, can ensure the long-term relationship with talent, and therefore have a sustainable competitive advantage in the market. |
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