Digital HR marketing: How to attract the right talent today
The shortage of skilled workers is no longer an industry-specific phenomenon - this is precisely where digital HR marketing comes in as a sustainable solution. It affects almost all sectors and has significantly changed the labor market. In SMEs in particular, companies often lack visibility, reach and attractive points of contact for suitable talent. Traditional recruiting and conventional HR marketing, such as job advertisements on portals, are reaching fewer and fewer active applicants &
The most important things at a glance:
Strengthen your employer brand – Digital HR marketing enhances recruitment and builds a strong long-term employer image.
Generate strategic reach – Social ads, Google Ads, and retargeting increase visibility among the right talents.
Retention starts at first click – Authentic content and a seamless applicant experience boost loyalty from the beginning.
Data over gut feeling – Metrics like click-throughs, dwell time, conversion rates, and applicant quality make recruiting measurable.
Automated processes reduce HR workload – From personalized replies to appointment scheduling, many steps can be automated.
Scalable despite talent shortages – Modern HR strategies ensure long-term competitive advantages.
Make your culture visible – Honest behind-the-scenes insights like employee videos build trust and credibility.
What is digital HR marketing and why do you need it?
Digital HR marketing aims to ensure that qualified applicants not only feel addressed by your communication, but also picked up, understood and inspired. It is a central component of modern HR marketing and creates the basis for data-based, tailored communication with your ideal candidates. Instead of risking wastage, you can rely on precise marketing measures that take effect where it counts - so you can reach your ideal candidates at exactly the right moment. Particularly in the context of the ongoing shortage of skilled workers, it is essential not to leave suitable candidates to chance, but to approach them actively and intelligently, for example with individual content, relevant channels and at the right time.
At the same time, the behavior of suitable applicants has changed dramatically: Job searches today are mobile, fast-moving and highly information-driven, with many decisions being made before the first click on the application. This is precisely where HR marketing must come in: not just as a task for the HR department, but as a strategic component of the entire brand &
The goal:
- Increase visibility among qualified talent
Attract relevant interested parties in a targeted manner
Develop your own career portal into a central platform
Promote employee recruitment through clear communication with digital HR marketing
Scalable processes &
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Addressing potential talent in a targeted and strategic manner
One of the greatest strengths of Digital HR Marketing &
What does that mean in concrete terms? The aim is to avoid wastage and instead systematically, efficiently and automatically reach people who are really relevant.
Social ads reach interested parties on Instagram, Facebook or LinkedIn - tailored to their career level, industry or region.
Google Ads ensure that your career portal appears in relevant job search queries - visible, click-strong and optimized
Retargeting activates potential candidates who have already visited your site but have not yet converted
Employee retention starts with the first click
Digital HR marketing starts earlier - When it comes to employee retention, many companies think of post-employment measures, but the truth is that retention starts with the very first contact. When someone clicks on your career portal, a decision is made in a fraction of a second: Do I feel welcome? Is this a good fit for me? Do I want to know more?
Digital HR Marketing ensures that this first impression is a good one - through focused content, authentic insights and a well thought-out application process. Prospects who feel they have been met are not only more likely to apply - ideally, they will also stay longer once they have been successfully recruited. This is because emotional loyalty is not created through processes, but through a working atmosphere, attitude and clarity.
Retention through content
Employer branding videos in the applicant area
Behind the scenes stories on social media
Testimonials from real employees
Appreciation in language, imagery and communication
This is how popularity is created and digital HR marketing makes a decisive contribution to making this difference visible in today's job market.
The role of corporate culture in digital recruiting
Corporate culture is not what is written in the mission statement, but what people feel when they come into contact with you. Digital HR marketing helps to make this culture visible: honest, human and tangible.
Whether through team photos, quotes, video statements or simply through the tone of voice on the career platform - the goal is always the same: the right people should find themselves in the company. Because those who don't match the culture usually don't stay long - even if the job is a good fit in terms of content.
Our tip from DREIKON
Actively involve your team. Let them have their say. Show real stories instead of stock photos and remain approachable, because the best talents don't want "perfect", they want "real".
Automate processes - gain time for the essentials
Digital HR marketing not only means more visibility, but also more efficiency. Many processes that used to be manual and time-consuming in recruiting can now be mapped automatically while maintaining the same high quality. This makes modern HR marketing not only more efficient, but also scalable.
Examples of automated HR marketing processes:
Pre-formulated responses to applications with personalization
Appointments for job interviews via tool
Reminder emails, feedback requests, follow-ups
Analysis of conversion rates on the application page
This not only ensures a better applicant experience, but also takes the pressure off your HR team so that they can concentrate on what really matters: personal contact.
This efficiency is a real advantage, especially in view of the shortage of skilled workers, because in the active job search, those who communicate quickly and clearly are convincing. This not only increases the satisfaction of interested parties, but also the likelihood that they will complete the application process and stay for the long term.
Popularity is not a coincidence, but a strategy
Attractive employer brands are not created by chance, but by strategy. What makes an employer really attractive? It is the result of consistent communication, genuine values and well thought-out marketing measures. Digital HR marketing provides the basis for making this visible - both internally and externally. Because only if what you show on the outside is also lived on the inside can trust be built. And that is the basis of every successful relationship - including on the job.
Data-based decisions: More than a gut feeling
Traditional recruiting is often dominated by experience, gut feeling or internal assessments. With digital HR marketing, recruiting becomes plannable, scalable and measurable
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Click figures &
Conclusion: Digital HR marketing is not a trend - it has long been a reality
If you want to survive in an increasingly complex job market, you have to break new ground. The mix of a modern career site, data-driven strategies and automatically controlled processes is the key to finding and retaining the right people. Especially in view of the shortage of skilled workers, digital HR marketing offers companies the opportunity to position themselves successfully and create sustainable competitive advantages.
With digital HR marketing, you don't just develop your recruiting - you strengthen your employer brand in the long term. Increase your attractiveness for potential candidates and ensure greater employee loyalty from the very first click.
Ready to strategically reorganize your HR marketing?
Then let's talk about your digital HR marketing strategy without obligation. We will show you how you can attract the best talent with a clear structure, creative ideas and technical solutions - digitally, effectively and honestly.
