HRMarketing offers a breakthrough in applying marketing techniques in the field of HRM. Many HR professionals suffer from a certain stagnation in their field: the sheer quantity of topics and diversity of challenges means that there are not enough solutions available in the guise of new HR instruments, procedures or models. What is more, some situations demand radically different HR working methods than those available up to now.

The field of marketing offers a number of surprising starting points for achieving better results in HRM easily and through a novel approach. Besides discussing
concrete tools such as the marketing mix and the SWOT analysis, HRMarketing describes first and foremost the 'mindset' that is characteristic of marketers. Their way of thinking about branding, target groups and positioning, for instance, provides a number of useful approaches for HR professionals within their own organisations. Next, the book devotes extensive coverage to the role of the
organisation as an employer - and the external role of HRM therein. All in all, this book offers a variety of fresh and directly applicable insights that can help HR professionals perform better - and along the way, improve their image within the organisation.

Caroline Welsing
Caroline Welsing works as a consultant with Hay Group. She is concerned with learning and development of HR professionals in organisations. From
her position at Hay Group as well as from earlier experience in the fields of both marketing and HRM, she articulates her vision of what a marketing perspective can mean for HRM. The executive of the Dutch Association for Personnel Management and Organisational Development (NVP) said of this book:

'HRMarketing gives HR professionals the opportunity to move beyond the boundaries of their field and to see their own role in relation to those of other
divisions within the organisation. Approaching the field of HR from a marketing perspective can serve as an impetus to HR managers to make an active,
professional contribution to the goals of the organisation.'