FROM RECRUITMENT TO RETENTION: ALIGNING HR ANALYTICS AND MARKETING INSIGHTS FOR SUSTAINABLE CAMPUS PLACEMENT STRATEGIES

Povzetek

This research examines the integration of human resource analytics and marketing insights to develop sustainable campus placement strategies that address both recruitment and retention challenges. Using a mixed-methods approach combining quantitative analysis of placement data from 12 universities and qualitative insights from 45 industry professionals, this study proposes a novel framework for aligning traditionally siloed HR and marketing functions. Our findings reveal that institutions implementing data-driven placement strategies informed by both disciplines experienced 37% higher retention rates and 42% improved employer satisfaction. We identify four key pillars for sustainable placement ecosystems: predictive candidate-employer matching, persona-based engagement, continuous feedback mechanisms, and longitudinal performance tracking. This paper contributes to the evolving discourse on higher education-industry partnerships by demonstrating how strategic alignment of HR analytics and marketing insights can transform campus placement from transactional recruitment to sustainable talent partnerships.