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Conceptual Approaches to Marketing for Improving HR Practices

Conceptual Approaches to Marketing for Improving HR Practices
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Author(s): Prasad Siba Borah (School of Management, Jiangsu University, China)
Copyright: 2024
Pages: 21
Source title: Innovative Human Resource Management for SMEs
Source Author(s)/Editor(s): Shuja Iqbal (School of Management, Jiangsu University, China), Komal Khalid (King Abdulaziz University, Saudi Arabia)and Andi Cudai Nur (Universitas Negeri Makassar, Indonesia)
DOI: 10.4018/979-8-3693-0972-8.ch012


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This chapter explores how marketing principles and human resource management (HRM) procedures interact dynamically in small and medium-sized enterprises (SMEs). Effective HRM is essential to SMEs' success in today's ever-changing business environment, and using marketing techniques gives new ways to improve HR practices. This chapter starts its journey via many aspects by looking at how marketing and HRM are related. From there, the authors examine how employer branding may display corporate culture and draw in the best candidates. They explore the idea of an employee value proposition (EVP) adapted to the special characteristics of SMEs and its integration with marketing plans. To show how external marketing strategies may captivate the internal audience, internal marketing for employee engagement takes center stage. Integrated recruitment and marketing strategies that coordinate efforts for talent acquisition are presented. The authors emphasize using a customer-centric culture to motivate employees and talk about the critical importance of metrics, analytics, and continuous improvement.

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