Generational change in companies is one of the most frequently discussed topics today. Traditional companies have grown with the help of loyal and experienced employees and now face a challenge. These professionals will soon disappear from companies due to retirement and there is no one to replace them. Not everything in a company can be digitised and, as they say, there is no substitute for experience.

But the young up-and-coming generation, the one that is about to join these traditional companies and take the helm from experienced matadors, expects something completely different from employment than the generation of old hands. 

Companies in engineering, manufacturing, industry, logistics, etc. have been focused on building technology and business all along. And in all of this, they have kind of forgotten about fostering a positive public image. It was not that important for business.

But the situation has significantly changed with the new generation. The global market is open to everyone and young people can choose from a plethora of jobs and employers around the world. They want to live a different life and they want to check out the company with which they will associate their career (which, in their case, lasts for about three to five years). It's a generation that was basically born or raised on social media. So it makes sense that social media, whether it's Instagram, TikTok or Linkedin, will be the first place they will look for you as an employer.

You certainly have cutting-edge technology, decades of foreign experience and production, great teammates and good benefits. But if young people don’t find and see it on social media, you're just out of the game in the job market. Or, at least, you have a worse starting position than any competition whose management long ago figured out the power and potential of social networks in recruiting and branding a good employee.

Social media posts may not sell your latest machine tool, but they will certainly sell your company in the eyes of a younger generation who will notice and remember your brand, product and maybe even company culture because you regularly appear in their natural space.

‘A few years ago, we did a workshop for a great regional company with a global reach, a manufacturer of final products for large international energy companies. They were starting from scratch and their initial requirement was to raise awareness of the company. The company was (and is) doing great things, but people in the area didn't know it. Three months after the workshop, when people from the company started to manage their own communication based on our recommendations, the HR manager told us that it was working great for them. Whereas previously people who didn't know the company came for interviews and had to explain to everyone what they were doing, now people who know the product come. They know what the company looks like from the inside and know their future colleagues. This eliminated the repetitive introduction of the company for the HR department and our client gained a great competitive advantage over companies that have not yet discovered the power of social media communication’, Jiří Kratochvíl, the founder of the DIGITAAL communication agency, says, demonstrating the undeniable advantages of HR marketing. 

But HR marketing has other industries and benefits than just communicating company culture on a specific platform. Imagine, for example, that, thanks to LinkedIn, you are able to show a recruitment advert only to graduates or future graduates of VŠB-TUO with a focus on safety engineering, show them your offer and you can request contact information from them directly from the social network, which your HR department will then call. The rabbit hole of the potential of social media, especially Linkedin, goes even deeper. And if you're wondering where and how HR network marketing can help your company, contact DIGITAAL, the Ostrava-based communications agency that has online communication in its blood and whose heart beats for engineering and HR marketing.