A new age approach to driving engagement is significantly responsible for bringing HR and marketing together. Today, HR professionals need to understand things like employer branding, social media hiring
, employee engagement, etc. It requires making the most of marketing resources and driving cross-functional collaboration between the two departments.
Encouraged further by the interdependence with IT, knowledge transfer between the two is driving success across departments. In addition, the fact that HR can turn to in-house marketing professionals to generate awareness among job-seekers is a serious edge.
Experts in the marketing recruitment services space believe that an even deeper synergy between the two departments is needed to maximize core processes. Their shared objectives targeted towards two different audiences can promote a solid partnership between HR and marketing.
Much of your organization’s success is driven by HR’s ability to attract and successfully hire suitable candidates. HR’s aims to engage its audience of candidates effectively. Even if they reach the right talent pool, being able to meaningfully communicate and convert job seekers into applicants is still challenging. This is where the marketing team can add the greatest value. So how does an HR and marketing partnership
aid in developing best HR practices?
Customer - Potential Employees
In general, an organization’s values and culture are demonstrated through brand marketing. While it is targeted to attract customers, job seekers are also part of the audience. Many organizations deploy a full-fledged marketing campaign to engage a customer and keep them coming back. You can maximize the same marketing channels
to communicate a universal message to consumers, applicants and employees.
If customers love your brand, they probably align with your products and services and the values they reflect, making them an ideal cultural fit. Not only is this important for employee engagement, but such candidates become long-term employees and brand advocates.
By focusing on integrated marketing strategies that target job-minded individuals among your audience, you can gain access to their network of friends, families, previous co-workers, fellow alumni, and followers. This way, you reach a large pool of potential candidates on an unlikely platform.
Employees - the Full-time Brand Advocates
Employee advocacy programs are becoming a popular HR tool as organizations have discovered the power of employees to be brand advocates. Additionally, employee advocacy inspires employees to share company news on their social media.
Socially active employees are more likely to attract new candidates from their inner circle. According to research, employee promoted content receives eight times more engagement and is shared more frequently than brand-promoted content.
This is likely due to employees being considered a source of authentic and honest representation of an organization. Hence, any employee advocacy will benefit your ability to attract and retain top talent. With this in mind, employees may add the extra push needed to take content marketing campaigns to the next level.
Consumerized HR - the New Employee Experience
Organizations are learning the importance of a universal brand that employees can identify with. HR and marketing
must join forces to extend the branding strategy and deploy it internally to consumerize human resources.
Communication, training, and showing appreciation. These are key to employee satisfaction. People want to be informed and be part of the journey. They also want to know that they are developing and working towards their personal goals and most importantly that they are appreciated.
- Kayleeann Maritz, Chief Marketing Officer, Momenta Group Global
Both consumers and employees drive business growth forward. The way marketing teams engage customers can be replicated to engage employees on a meaningful level. The consumerization of HR aims to create a memorable employment experience that resonates with employees. It creates brand advocates from them the same way returning customers become life-long brand loyalists.
Building Lasting Employer-employee Relationships
Organizations must address the employment experience of past employees as much as present employees while reworking workplace experience. Doing so will ensure lasting workplace relationships that mirror meaningful and enduring customer loyalty.
HR teams must approach consumerization at the workplace with an essential goal in mind. While employee turnover is the norm, with positive employment experience, HR departments will be able to derive benefit from the networks of existing employees. They will also fill gaps identified by exiting employees and prepare a better experience for new hires.
Marketing and HR - the Evolution of a Composite Team
Is it time to merge HR and marketing?
Indeed, large corporations like the Lincoln Financial Group have a single head for marketing and HR. On the other hand, there is much ground to cover if marketing and HR must work together effectively. Their composite strengths can prove valuable in managing key assignments like crafting hiring campaigns, talent acquisition
research, and shared objectives of people engagement.
In addition, a symbiotic relationship between the two functions can prove beneficial for both. It can provide organizations a competitive edge in not just acquiring customers but acquiring top talent as well.
Frequently Asked Questions
What is the role of marketing in HR?
Marketing can help HR go beyond recruiting talent. As HR demands a strategic approach in the modern workplace, shared strategies driven by marketing may be used to form engagement initiatives that work.
How to ensure a positive employment experience?
Empowering employees with support at every stage, encouraging two-way communication, and cultivating a culture of peer-to-peer cooperation are just some ways to ensure a positive employment experience.
Why is an employee advocacy plan essential?
Employee advocacy programs are a way to boost employee morale and communicate with employees from outside the workplace. It employs content marketing that enables organizations to reach a wider audience and demonstrate your organization's credibility. Parallelly, it helps create brand awareness while attracting quality talent.