It might not seem like the obvious match at first, but pairing HR and Marketing teams can really bring about great changes in an organisation. As more and more companies see the necessity of greater brand awareness, it makes sense to bring these two departments together to learn from each other. In the past, the two may have even been at complete opposite ends of the campus or even at different locations from each other. This denies the company access to two departments whose prime goals overlap. While HR and marketing may sometimes seem walled off from each other, they each offer insights into both their fields of work.
Starting with the Goals
Branding is all about what message an organisation would like to convey to its employees and potential recruits. For HR departments, there’s a benefit to understanding how marketing views message creation as a refined process. This can mean fleshing out the specifics about what an audience is composed of, allowing for more targeted messaging that meets a specific goal. With Marketing’s understanding of how audiences receive messages and HR’s access to employee demographics, a business can better define the goals of its branding with its audience’s needs.
Sharing Strategies
For these two departments, understanding fundamental human psychology is a focus; however, each approaches it with their own set of tools. By bringing HR and Marketing together, they’re able to share these tools and strategies, offering insight. For example, Marketing departments often think of purchasing psychology.
Sharing this focus with HR changes the perspective to seeing the company as a product itself. For HR, understanding human psychology is more about gaining a sense of an employee’s view of the organization. This vital information can inform the Marketing department on exactly what direction to go to better brand the company.
The Cutting Edge of Technology
For marketing departments, there is a need to be at the cutting edge of new technology. Yet HR departments are rarely exposed to how this can affect employee recruitment and retention. For example, Marketing might be able to help HR leverage social media to draw in new talent or to optimize SEO keywords for online job postings. In addition, a company blog might be a good avenue to strengthen brand messaging for employees. These solutions will work well to update and modernise your HR department alongside software for human resources from ciphr.com
Bringing a Sense of Ethics to the Table
It’s a common perception that the Marketing department might play a little loose with the facts. Because employer branding is a less about a tangible product and more about a product that is difficult to define, having HR’s perspective can ensure the message is in line with the company’s ethical goals.
Best of all, because people today are looking more and more for a personal connection, HR can infuse a personal touch to a new employer branding campaign. By asking how their employees see themselves or what’s closest to their hearts, HR can add that need human touch.
Identifying Value Propositions
At the same time, because Marketing departments have a focus on singling out the specific reasons a product might be attractive, employer branding can benefit from identifying value propositions. For example, the value propositions of a recruit may be very different than an employee that has worked for the company for several years. Clearly laying out these propositions will allow both departments to gain a better understanding of what makes their organisation attractive.
The Final Result
By bringing these two departments together, any organisation will greatly strengthen their employer branding. In this way, the company will be more self-aware and with a flexible business structure that appreciates the fullness of the brand message. In today’s modern world, this allows for multi-pronged initiatives that aim at a larger community of diverse people and needs. The final result will be top talent working at your organisation for longer.
The End.