Personnel marketing means positioning your company effectively in the job market. At the same time, it strengthens your employer brand to reach the right talent – now and in the future. It includes all measures that help you establish yourself as an attractive employer and build a lasting presence in the minds of potential candidates. In short: a conscious, long-term investment in your future.
But it’s not just about hiring. It’s about finding people who genuinely identify with your company. That’s one of the core goals of personnel marketing: to excite potential team members, inspire them, and build long-term loyalty – while standing out from the competition. In the long run, you should develop a guiding vision that runs through every part of HR and is truly lived out. If you approach it with the right planning and commitment, your investment in personnel marketing will pay off.
Personnel Marketing vs. Employer Branding
While the two terms are closely related, they serve different purposes:
Employer branding is your strategic foundation – it defines your values, strengths, and your position as an employer brand.
Personnel marketing puts this into action – through concrete, operational measures.
Or to put it another way: without strong employer branding, there can be no effective personnel marketing.
Internal vs. External Personnel Marketing
Personnel marketing measures can generally be divided into two categories:
- Internal personnel marketing (for current employees)
- External personnel marketing (for potential candidates)
Both areas are closely connected – but what sets them apart?
Internal personnel marketing focuses on the satisfaction, motivation, and retention of your current team.
External personnel marketing, on the other hand, aims to attract new talent and inspire them to join your company.
Goals of Internal and External Personnel Marketing
The goal of external personnel marketing is to build a positive, attractive employer image. The better you succeed, the more visible you become to your target audience – and you’ll likely reduce recruiting costs along the way.
Internal personnel marketing focuses on your existing team. The aim is to create a work environment where employees feel valued, stay engaged, and want to stick around. When done right, it lowers turnover, strengthens loyalty, and supports talent development.
Both areas feed into each other – and the impact works both ways: satisfied employees amplify your employer brand externally, while a strong external image boosts internal motivation and identification with the company.
Measures in Personnel Marketing
Externally, you can run image campaigns to boost your company’s visibility and appeal. Active sourcing – the proactive search for talent – is another proven tactic. Presence at job fairs and on career platforms also pays off. Other effective external strategies include university marketing, partnerships with educational institutions, and participation in career events. Just as essential is a professional, authentic presence on social media, with behind-the-scenes insights into company culture, day-to-day work, and the people behind the brand. Employee testimonials, career videos, a seamless application process, or targeted Google and LinkedIn ads also help increase your visibility. External personnel marketing works best when you segment your audience and tailor your messaging to reach the right talent with precision.
Internally, your focus should be on structured onboarding and employee retention. Welcome new team members with thoughtful onboarding, offer opportunities for growth, and foster open communication and mutual appreciation. The more emotionally connected someone feels to your company, the longer they’ll stay – and that’s a real return on investment.
HR Moves Closer to Marketing
Traditional marketing has long focused exclusively on consumers – with the goal of building brand awareness, trust, and purchase intent. But in the talent market, that mindset is becoming increasingly relevant for HR as well. Personnel marketing adopts classic marketing principles – just with a different focus: instead of selling a product, you’re presenting your company as an employer brand. The goal is to make a lasting impression in candidates’ minds, spark curiosity, build trust – and ultimately create an emotional connection. After all, today’s talent base their decisions not just on logic, but on shared values. That’s why personnel marketing now relies on many traditional tools – adapted for HR: a compelling career site, active social media presence, authentic storytelling, tailored university outreach, events, partnerships, campaigns, and more. The goal: Inspire the right candidates – and turn them into a perfect match for your company. Ideally, it’s a connection that goes beyond just a job.
“Classic marketing aims to win over customers. Personnel marketing aims to attract and retain employees.”
Personnel Marketing vs. Recruiting
While recruiting and personnel marketing serve different purposes, they complement each other perfectly.
Recruiting is primarily short-term: filling open positions efficiently with qualified candidates. It focuses on specific roles, search strategies, selection processes, and quick results. It typically kicks in once the need arises – a reactive approach.
Personnel marketing, on the other hand, is forward-looking and long-term. It lays the groundwork so you can consistently reach the right talent in the future – people who already feel connected to your company before they even apply. It builds your image, visibility, and emotional appeal.
In short: it helps you become the employer of choice.
Whether internal or external – successful personnel marketing isn’t a passing trend, but a core part of modern HR. It strengthens your employer brand, improves visibility, and helps you not only attract but retain top talent. To make your efforts count, you need a recruitment tool that supports personnel marketing – not one that holds it back. With Refline, you get an e-recruiting solution that does just that: simple, flexible, and tailored to your recruitment needs.