In recent years, CMOs have successfully built relationships with their C-suite peers and broken down organizational silos. Marketing is critical to the success of every area, from IT to sales to finance.
As marketing recruiters, we think there is an increasing need for marketing and HR to collaborate in order to build a mutually beneficial relationship. A symbiotic relationship between the two improves core processes and adds value to the company.
Marketing and human resources have comparable goals aimed at different audiences. Marketing is responsible for the company’s branding and communicating it to consumers. HR oversees employment branding, ensuring that internal employees and external applicants properly view the organization.
The lines between these two areas are becoming increasingly blurred. Both marketing and HR are responsible for ensuring that the employment brand is strong and that employees send the correct brand message to their customers.
Both departments are extremely valuable to any company, and we are seeing greater collaboration among top employers to improve the employment brand, drive culture, and identify top talent.
Unleash the Potential of Marketing and Human Resources Collaboration
In today’s competitive environment, where driving engagement with candidates and customers is critical, marketing and HR executives must lead the charge toward an effective collaboration.
Your employees are your most valuable commodity, and the ability to attract top talent is critical to your company’s success. How are your leaders positioning the organization as an appealing location to work for top talent?
Marketing and HR can work together to improve the following aspects of the company:
Employee Involvement
It is in the best interests of the overall organization to have high levels of employee retention and satisfaction. The more enthusiastic and invested employees are in a company, the better they will perform, and the more positively it will be perceived as a wonderful business and workplace.
HR is on the front lines of employee engagement and is thus in the best position to communicate the culture and identity to all internal and external stakeholders. HR spends the entire day marketing to workers, stakeholders, and prospective employees in order to engage and excite them about the employment brand. To maximize efforts, the CMO and CHRO must build a strategy in which marketing and HR drive employee engagement.
The methods used by both sides to build a brand that drives customer loyalty and employee loyalty and engagement are strikingly similar. Engaging consumers is a particular strength of marketing and thus can assist HR in developing workplace engagement programs.
Marketing can help put the human back in HR and advance HR beyond recruiting, benefits, and pay to invest in employee engagement truly.
Brand Communication
Recruiting talent is becoming more like acquiring consumers. Building a cohesive brand message that resonates with consumers, workers, and candidates is essential.
The basis of a great employment brand is your company’s story, and your workers are often the best brand advocates of a company’s values and missions. The brand message can be successfully shared throughout the internal organization by marketing collaborating with HR. Getting your employees to agree on brand messaging also helps marketing’s goal of sharing it with consumers.
The culture within an Organization
Every business’s brand is built on its organizational culture and firm values. So, how do you rally your employees and organization behind the corporate culture and get everyone on board?
It is critical to align between marketing and HR executives on culture and how it is conveyed to employees internally. Marketing can assist HR in promoting the company’s values and purpose because it is consumers’ primary point of contact. This amount of exposure may draw the attention of potential employees.
Social networking sites
Without a doubt, marketing is the finest team to assist HR in adapting to social media. HR teams can use social platforms for modern recruitment marketing like marketers use them to reach consumers and raise brand awareness. When used correctly, social media can improve HR’s efficiency in reaching out to and recruiting talent.
Building and supporting an active social media presence can improve internal and external brand communication, and it takes both marketers and HR to build a strong social media presence. However, marketing and HR executives must collaborate to build a strategy for how both sides will use social channels. While each job posting or business update may be unique and different, the general messaging from both departments must be consistent.
Not only can social media be used to promote jobs, but it can also be used to promote corporate culture, brand, and why your business is a great workplace.
Both teams can share personal experiences, stories, and accomplishments about the business on social media. This provides consumers and candidates with an authentic glimpse into your business. Organizations can then monitor how current and former employees perceive the company. With this information, the teams can strive to improve their brand messaging and communication.
Onboarding
Marketing and HR can collaborate to ensure smooth and efficient new employee onboarding.
HR specializes in developing onboarding programs and assisting new employees with their transition into the business and should assist all leaders with the process. Marketing can assist in spreading the message about why a great onboarding process is critical for gaining the proper buy-in from key stakeholders and employees.
Conclusion
When CMOs and CHROs work together, they can increase their impact and visibility within the company. While marketing and human resources are two distinct departments, working together guarantees that organizations attract and retain the best candidates. The collaboration of these two business functions has a long-term impact on propelling a company’s image forward.
In today’s talent-driven market, assisting experienced marketing executive recruiters is also beneficial in locating top personnel. In what other ways do you think the collaboration between marketing and HR benefits businesses? We’d love to hear your opinions in the comments section!
