The Alliance of HR and Marketing and Why they must Collaborate

Shefali Vasave | October 18, 2021 | 70 views

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.

Spotlight

QualiBrisk

QualiBrisk is a young and a complete Human Resource Services Company based in Bangalore. With our innovative and unique service model we have fulfilled the requirements of various medium and large customers.

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5 Elements to Retain Millennial and Gen Z Employees

Article | January 25, 2022

Talent retention is one of the biggest issues faced by firms that are expanding quickly. It's easy to neglect retention, soit's crucial to keep your existing workforce engaged while onboarding new ones. This is especially true of Gen Z and Millennial workers. These generations are more inclined to change jobs frequently, as the Great Resignation has brought to light. As a business grows and changes, it is also important to have younger employees who are dedicated and skilled. When it comes to retaining millennial and Gen Z employees, here are five elements to consider emphasizing in your organization. 1 Flexible Work Remote work, flexibility, hybrid culture aren’t just buzzwords for millennials and Gen Zers, it’s what they expect and what makes them consider staying or quitting. The business case for providing more flexibility is that it helps organizations reduce costs incurred from absenteeism, workplace accidents, and employee attrition. 2 Access to Mentorship A CNBC study revealed that 90% of employees with assigned mentors report that they are happy at their jobs. There’s no doubt that greater employee happiness causes higher retention. Both Gen Z and millennials seek mentorship at work as it allows them to pursue their self-development goals. Since virtual mentorships are not limited by geography, more employees are able to connect with a wider range of mentors. 3 Diversity and Inclusion Young employees value a diverse workforce, and diversity, inclusion, and equity are vital expectations to meet. It is one of the factors that help candidates choose their employers. 4 To Wrap It Up While hiring newcomers, it's crucial for growing organizationsto retain their employees. Additionally, since they have a unique set of values and are willing to change employment, your youngest employees deserve special consideration. When engagingthese employees and ensuring the long-term success of your firm, a flexible working style,mentoring programs, and an inclusive atmosphere are essential.

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Is it Time to Upgrade Your Benefits Software?

Article | January 19, 2022

Employee benefits is a crucial piece of the puzzle in the big picture of employee retention and engagement. Many organizations use benefits as a way to attract top quality talent and offer recognition. Not only this, but many more organizations use it to retain employees and provide a meaningful workplace experience. This is why delivering the benefits seamlessly is critical. There has been an exponential increase in the number of organizations adopting benefits software to optimize and automate the process. The ideal benefits software you’re using is efficient, cost-optimized, and sleek, but how do you know it’s time to upgrade. Here are three signs to identify whether it is time to consider a change. It’s No Longer Serving Its Core Functions Sure, when the first time you went digital, you sighed in relief at the amount of paperwork and repetitive tasks you didn’t have to do any longer. Now, as you continue using your current system, you spot gaps in the features, especially in areas that can be easily automated. If you’re wondering whether you need more automation, there’s probably a solution out there that can offer just that. As a human resource management process, this means it’s time to shop for more functionalities that address your concerns. The User-Interface Feels Stale Does your benefits system’s user-interface feel like it doesn’t meet your needs? Ideally, it should simplify the process of delivering benefits and maintaining accurate records, but if it feels tedious to use, this demonstrates that it needs an upgrade. Your benefits software should enable HR to access data in real time, pull up records in a jiffy and create reports on the dashboards. These are just some of the features that modern benefit software offers that make life easy for human resources professionals everywhere. It Isn’t Integrated with Other Systems in Your Technology Infrastructure Today HRM software come with integration-ready solutions. If your benefits software cannot be integrated with other software in your HR tech stack, it’s a clear signal to upgrade. It should also be integrated with your onboarding system, employee engagement, wellness, performance management, and vacation policies. Your tech stack should continuously share data to keep all of the systems and records updated. What’s Next? Now that you’ve established it really is time for an upgrade, what comes next? Whether you need more automation, better compliance or simply a more API-ready system, there are plenty of benefits software providers that offer an integrated solution. Start by identifying the areas that need to be optimized so you can not only address existing issues but overhaul how you deliver benefits. A good benefits software can help you contribute to a better employee experience.

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Article | August 24, 2022

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Article | July 5, 2022

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Randstad Sourceright Partners with Scoping and Statement of Work Authoring Platform Deployed

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Culture Partners Collaboration with UKG Combines Behavioral Science with Award-Winning HCM Technology to Unlock Business Performance

Culture Partners | September 28, 2022

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Randstad Sourceright named a Leader in Everest Group's CWM/MSP and Services Procurement/SOW PEAK Matrix® Assessments 2022.

Randstad Sourceright | September 23, 2022

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Our goal is to empower companies with analytics-based, easy-to-use and scalable solutions that connect them with the people who will help them achieve their priorities, all while providing the agility to quickly react and adjust to changing business needs." -Mike Smith, global CEO of Randstad Sourceright As a Star Performer in the Services Procurement / Statement of Work (SOW) assessment, Randstad Sourceright has shown significant improvement over its 2021 performance in the Vision and Capability and Market Impact categories. Reflecting the company's commitment to enhancing SOW management, such as the introduction of Services Procurement 360, Randstad Sourceright offers robust and simple ways for companies to manage their SOW engagements for greater efficiency and transparency. Over the past year, Randstad Sourceright greatly expanded our SOW capabilities to meet the needs of companies looking for effective ways to manage their third-party supplier engagements, Our Service Procurement 360 solution enables any company, no matter the level of maturity, to achieve greater value from their people-based services. We are honored that Everest Group has recognized how we're transforming the SOW process for businesses,said Paul Vincent, global head of Services Procurement at Randstad Sourceright. Everest Group's PEAK Matrix is the most trusted and factual analysis of service provider capabilities, covering over 50 different market segments each year. The CWM Assessment segments 24 CWM/MSP providers into Leaders, Major Contenders, Aspirants and Star Performers categories, while the "Services Procurement / Statement of Work (SOW) assessment does the same for 18 SOW providers. Each provider is evaluated on seven dimensions market adoption, portfolio mix, value delivered, scope of services offered, innovation and investments, delivery footprint, and vision and strategy. Randstad Sourceright remains a key player in contingent talent management, offering a breadth and depth of services to help businesses efficiently manage the MSP and SOW processes, The company's continued investment in expanding technical capabilities and growing focus on analytics, along with a high-touch delivery model, have all contributed to its positioning as a Leader,said Krishna Charan, Practice Director, Everest Group. As more companies seek to shift a greater number of roles to contingent, project or contract work, Randstad Sourceright offers the combination of technology and human intelligence to help companies achieve the flexibility, workforce agility and business readiness. This approach includes the latest MSP 4.0 strategies, such as market intelligence; employer branding; talent marketing; direct sourcing; talent pooling; and diversity, equity and inclusion. Along with the growing use of contract work, companies are often challenged to manage the link between talent acquisition and the utilization of project-based expertise. Introduced in May 2022, the Services Procurement 360 SOW management solution offers a holistic procurement workflow, spanning defining business requirements, sourcing talent, monitoring contracted deliverables, and evaluating service provider performance. The result is a simple, customizable model to manage services procurement processes more effectively. About Randstad Sourceright Randstad Sourceright is a global talent solutions leader, driving the talent acquisition and human capital management strategies for the world's most successful employers. We empower companies by leveraging a Human Forward strategy that balances the use of innovative technologies with expert insights, supporting both organizations and people in realizing their true potential.  As an operating company of Randstad N.V. — the world's leading global provider of HR services with revenue of € 24.6 billion — Randstad Sourceright's subject matter experts and thought leaders around the world continuously build and evolve our solutions across recruitment process outsourcing (RPO), managed services programs (MSP) and total talent solutions.

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Randstad Sourceright Partners with Scoping and Statement of Work Authoring Platform Deployed

Randstad Sourceright and Deployed | September 29, 2022

Global talent solutions leader Randstad Sourceright is pleased to announce its partnership with Deployed – a Scoping and Statement of Work (SOW) authoring software platform – to deliver 'Services Procurement 360', a statement of work management service that allows business leaders to strengthen the link between talent acquisition and the utilization of project-based expertise. Global organizations are increasingly turning to external service providers to deliver projects through a combination of contingent as well as distributed teams through statements of work. Deployed's software provides the scope and services procurement digital standards to create streamlined ways of assessing maturity and enhances the ability for organizations to scope complex service requirements against predefined, dynamic scope templates. "Randstad Sourceright is committed to transforming the way that our clients can leverage and deploy their total workforce, Our continued investment in a global services procurement center of excellence and our unique MSP 4.0 model which offers innovation-led, technology-enabled and AI-driven workforce management services provides customers with broader access to highly qualified professionals at a time when talent scarcity is at its highest levels." -Mike Smith, global CEO of Randstad Sourceright Paul Vincent, global head of Services Procurement at Randstad Sourceright, added, "We wanted to make it much easier for organizations of all levels of maturity and ambition to benefit from a services procurement solution. We know that organizations will potentially have a different support need for different categories or levels of expenditure. So, we can now be very adaptable in allowing them to choose different and, if required, multiple combinations of support depending on where we can add the most value to their current approach." Kayleigh Kuptz, co-founder of Deployed commented: "We're delighted to be partnering with Randstad Sourceright to deliver this innovative statement of work assessment solution. Services Procurement remains the largest opportunity in the future of work and the Global MSP market; and the ability to assess maturity, gaps and opportunities for services procurement and compare to peers is significant first step in bringing broader digitization and standardization to knowledge-based services. Deployed is rewriting the language of work with our unique scope authoring platform for projects that start smarter and finish stronger. We believe that the Future of Work is already here, and services procurement is the most important foundation of the new Project Economy ($20 trillion of economic activity year year). Deployed partners with innovative companies who want to deliver more successful projects through better preparation of work; defining, collaborating and agreeing services in one specialized platform. About Randstad Sourceright Randstad Sourceright is a global talent solutions leader, driving the talent acquisition and human capital management strategies for the world's most successful employers. They empower companies by leveraging a Human Forward strategy that balances the use of innovative technologies with expert insights, supporting both organizations and people in realizing their true potential. As an operating company of Randstad N.V. the world's leading global provider of HR services with revenue of € 24.6 billion Randstad Sourceright's subject matter experts and thought leaders around the world continuously build and evolve our solutions across recruitment process outsourcing (RPO), managed services programs (MSP) and total talent solutions. About Deployed Deployed is project Scoping and Statement of Work authoring platform that streamlines the process of defining the work to be done for any services projects. We make work more meaningful, measurable and successful. It's a powerful, modular, no code scope and SoW template builder to allow any organization to start getting insights into services procurement demand. Backed by Microsoft Ventures and other Silicon Valley funds, they won the Melinda Gate's Female Founders Competition in 2020 and were a finalist in Tech Nation's Rising Star 4.0 Awards earlier this year.

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Culture Partners Collaboration with UKG Combines Behavioral Science with Award-Winning HCM Technology to Unlock Business Performance

Culture Partners | September 28, 2022

Culture Partners and UKG have formed a strategic collaboration to help organizations activate culture to create more people-centric experiences, further driving and sustaining business growth. This partnership marries UKG award-winning HCM solutions with Culture Partners' research-based culture management strategies, delivering a unique combination designed to guide organizations through culture transformation initiatives to elevate performance and achieve measurable results. This alliance represents an unmatched combination of culture alignment strategies that will provide businesses and their people with the opportunity to reach their full potential. "Culture is what ultimately determines business performance and success, This alliance with UKG will help organizations navigate the critical intersection of employee behavior and company process, policy, and technology, in order to more successfully navigate high impact culture change initiatives." -Joe Terry, CEO at Culture Partners Culture Partners is a leader in results-driven culture transformation. Using human industrial-organizational psychological methods, Culture Partners helps organizations embark on a Culture Journey that activates research-based tools, methods, and intentions to cultivate employee ownership through experiences, beliefs, and actions. UKG is a leader in HCM cloud solutions, and its differentiated Life-work Technology™ approach to HR, payroll, and workforce management solutions for all people helps organizations anticipate and adapt to their employees' needs beyond just work. In addition to the strengths of UKG and Culture Partners in driving engaged culture is the expertise of the Great Place to Work Institute, which UKG acquired in 2021. Great Place to Work helps organizations with employee-centric insights that can be combined with UKG HCM solutions and Culture Partners' data-driven approach to assess, benchmark, and enhance culture by improving organizational health, elevating the life-work journey, and giving an even greater voice to the employee. Our Life-Work Technology approach to solution design provides autonomy, flexibility, and purpose to people while fostering skills development and creating high-performing teams that drive business success, For the same reasons we brought Great Place to Work into the UKG family, this collaboration with Culture Partners continues our journey to bring organizations access to research-based strategies and consulting services to create workplaces where all people can find purpose and a sense of belonging,said Patrick Lannon, Vice President of Global Alliances at UKG. Getting a Return-On-Culture is possible if you can activate it swiftly and correctly, Aligning our two companies through technology will bring together the best of AI-powered tools and human-centered insights to accelerate the reach and impact of both Culture Partners and UKG and guide all our clients in getting real business results with employees who feel fulfilled,said Dr. Jessica Kriegel, Chief Scientist of Workplace Culture at Culture Partners. About Culture Partners For more than 30 years, Culture Partners has been a leader in results-driven culture transformation for thousands of organizations globally. Using human industrial-organizational psychological methods, Culture Partners helps organizations embark on a Culture Journey that activates research-based tools, methods, and intentions to cultivate employee ownership through experiences, beliefs and actions. Its holistic culture management frameworks have curated performance-driven cultures for some of the world's most powerful brands, including Ford Motor Company, Bayer, Tiffany & Co., Johnson & Johnson, Hormel, Lockheed Martin, and thousands more.

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Randstad Sourceright named a Leader in Everest Group's CWM/MSP and Services Procurement/SOW PEAK Matrix® Assessments 2022.

Randstad Sourceright | September 23, 2022

Global talent solutions provider Randstad Sourceright today announced that it has been recognized as a Leader in Everest Group's 'Contingent Workforce Management (CWM) / Managed Services Provider (MSP) PEAK Matrix® Assessment 2022,' and a Leader and a Star Performer in Everest Group's 'Services Procurement / Statement of Work (SOW) PEAK Matrix® Assessment 2022.' In addition to being named a Leader which recognizes a provider's ability to successfully deliver MSP services — for the ninth consecutive time, Randstad Sourceright achieved the highest rating in the Vision and Capability Category for managed service providers (MSP). "It is an honor to be recognized by Everest Group once again as a Leader in MSP, In a market characterized by higher demand for skilled workers, growing talent shortages and uncertainty about the future, it's more important than ever to leverage the full spectrum of contingent talent freelance, temporary, independent contractor, gig and SOW. Our goal is to empower companies with analytics-based, easy-to-use and scalable solutions that connect them with the people who will help them achieve their priorities, all while providing the agility to quickly react and adjust to changing business needs." -Mike Smith, global CEO of Randstad Sourceright As a Star Performer in the Services Procurement / Statement of Work (SOW) assessment, Randstad Sourceright has shown significant improvement over its 2021 performance in the Vision and Capability and Market Impact categories. Reflecting the company's commitment to enhancing SOW management, such as the introduction of Services Procurement 360, Randstad Sourceright offers robust and simple ways for companies to manage their SOW engagements for greater efficiency and transparency. Over the past year, Randstad Sourceright greatly expanded our SOW capabilities to meet the needs of companies looking for effective ways to manage their third-party supplier engagements, Our Service Procurement 360 solution enables any company, no matter the level of maturity, to achieve greater value from their people-based services. We are honored that Everest Group has recognized how we're transforming the SOW process for businesses,said Paul Vincent, global head of Services Procurement at Randstad Sourceright. Everest Group's PEAK Matrix is the most trusted and factual analysis of service provider capabilities, covering over 50 different market segments each year. The CWM Assessment segments 24 CWM/MSP providers into Leaders, Major Contenders, Aspirants and Star Performers categories, while the "Services Procurement / Statement of Work (SOW) assessment does the same for 18 SOW providers. Each provider is evaluated on seven dimensions market adoption, portfolio mix, value delivered, scope of services offered, innovation and investments, delivery footprint, and vision and strategy. Randstad Sourceright remains a key player in contingent talent management, offering a breadth and depth of services to help businesses efficiently manage the MSP and SOW processes, The company's continued investment in expanding technical capabilities and growing focus on analytics, along with a high-touch delivery model, have all contributed to its positioning as a Leader,said Krishna Charan, Practice Director, Everest Group. As more companies seek to shift a greater number of roles to contingent, project or contract work, Randstad Sourceright offers the combination of technology and human intelligence to help companies achieve the flexibility, workforce agility and business readiness. This approach includes the latest MSP 4.0 strategies, such as market intelligence; employer branding; talent marketing; direct sourcing; talent pooling; and diversity, equity and inclusion. Along with the growing use of contract work, companies are often challenged to manage the link between talent acquisition and the utilization of project-based expertise. Introduced in May 2022, the Services Procurement 360 SOW management solution offers a holistic procurement workflow, spanning defining business requirements, sourcing talent, monitoring contracted deliverables, and evaluating service provider performance. The result is a simple, customizable model to manage services procurement processes more effectively. About Randstad Sourceright Randstad Sourceright is a global talent solutions leader, driving the talent acquisition and human capital management strategies for the world's most successful employers. We empower companies by leveraging a Human Forward strategy that balances the use of innovative technologies with expert insights, supporting both organizations and people in realizing their true potential.  As an operating company of Randstad N.V. — the world's leading global provider of HR services with revenue of € 24.6 billion — Randstad Sourceright's subject matter experts and thought leaders around the world continuously build and evolve our solutions across recruitment process outsourcing (RPO), managed services programs (MSP) and total talent solutions.

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