Marketing Strategies HR Can Utilise To Be Strategic People Leaders
Marketing and HR are two separate but important functions in any organization, in any industry. Many will ask how these two functions can be related.
To answer this question, we have to go back to the last two years, which have changed a lot not only in our personal lives, but also led to serious changes in our professional activities. Thanks to the advent of digitalization and the drastic changes that the pandemic has brought to the world, marketing has firmly entered our lives.
Marketing and HR are closely related, and as David Packard said, "Marketing is too important to be left to the marketing department."
The partnership between marketing and HR acts as a catalyst to connect employees and customers, thereby increasing opportunities for business growth. Their strategic partnership contributes to the creation of value and brand, becoming a powerful catalyst for transformation.Why Marketing in Human Resources?
There are several reasons why marketing is as important as human resource management in any organization. While marketing focuses on increasing revenue by creating brand/product awareness to attract customers, HR focuses on increasing the workforce to advance the organization towards its desired goals. Thus, although these two departments have distinct and different roles, both contribute to the growth of the organization in different environments.
HR is always looking for the best people. To create a strong and powerful brand/corporate image, it is necessary to project the corporate culture and environment. This is where marketing comes into play. To achieve the desired result, a specific communication to the target group is necessary. which in turn helps build and maintain relationships with candidates. So it's clear that developing a marketing mindset helps drive the workforce transformation that businesses need. Let's look at some of the key factors why marketing strategies are so important to HR in any organization.Competition for the best talent
For those looking for information about the organization, the company's social media platforms such as LinkedIn and Facebook, the company's website and review sites such as Glassdoor, etc., come first.
The company's presence and reach is accelerated through marketing and public relations activities. At the same time, most companies are focusing more on a sales-oriented approach to their online presence. However, in all industries, the desire to find the best people with the best clients is paramount. As a result, more and more companies are taking an uncompromisingly balanced and recruitment-focused approach to their online presence.
Marketing can help grow your internal brand
Previously, we worked with a large logistics company on an exciting project to identify and certify internal leaders for business education. Claiming the problem was almost at 30%+ drift. This means that the entire organization of 5,000 people will be transferred in 3 years. The company is committed to creating a culture of coaching and training at the highest level to attract and retain the best talent. When we launched this initiative, we spoke to several high-profile individuals who would be working with the trainers we would be certifying.
We soon discovered that appointing a highly paid employee as a coach was like painting a target on his back. Because the existing policy was "hire a coach if you have a problem". This created a big problem. We had to change that mental association before we started and use the client organization's marketing function to celebrate, communicate and strive to make the initiative a reward in the minds of employees, not a punishment. And they did a great job.
Marketing can help treat employees like customers
Today, when digitization and technology take center stage in the world, we cannot forget the fact that all efforts are aimed at helping people. So the goal is to convince people, not just work hard, to make every effort to take full advantage of the technology. The aim should be to optimize technology and digitization to attract people's attention. Adding more humanity to our communications by using relevant images, videos and stories instead of textual descriptions will be more relevant to visitors to our website and social media pages.
Help management teams communicate, experience an inspiring culture
We know that culture pays off. An employee network can be expected to promote stories about a company's products and services only when the company invests in and incentivizes its employees for their contributions and supports their motivation by recognizing and valuing their efforts to grow the agency.
What needs to be conveyed and felt is also the corporate culture we strive for. Sharing stories and news related to mainstream cultural aspirations goes a long way toward shaping expectations about cultural norms.
Use of contextual advertising
In order to communicate with people, you need to make sure that the communication is relevant to them. It is a human tendency to attract people when you touch them on a personal level. If we talk about the cases and examples they encountered. There are many platforms where you will find people talking about their job search experience, company culture and more. Therefore, it makes sense to have targeted messages and ads that can help engage potential employees with their concerns and questions.
Strategic thinking at the touchpoint
A huge number of posts are uploaded everywhere, which confuses the viewer. They become vulnerable as they are exposed to a lot of advertisements and messages. Therefore, marketing can help ensure that they connect with employees through their communication. To do this, they need to use tools and research what exactly their employees and potential customers are looking for in their segmented journey. You need to understand the touch points, such as conversations about company culture, benefits, rewards, etc., that will be relevant today.
Influence and recruitment
As digitization affects us in all areas of life, it has a major impact on the decision-making process. However, we also have to consider that with so many influences, you tend to overlook many of them. Therefore, it is important that we bring people up-to-date information through research and current trends. This is where HR can make good use of influencer marketing and avoid being overlooked and blocked by using blogs and white papers to connect with potential employees and learn more about the company's culture and benefits.
Conclusion
In conclusion, there is no other way to prove that integration and collaboration between marketing and HR can be avoided or ignored. To maximize the reach of potential employees, companies should make the most of marketing so that the best people know about the organization's mission, vision and values; to let them know how much the company values its employees. Doing business with people is what takes business to the next level.
Every CMO's challenge is different depending on the company they work with, whether it's a startup, a fast-growing technology company, or a mature company. But it's important to know that their team plays a big role in how customers see and experience what they're selling. Startups and established companies must constantly strategize around this premise.
Comments
Post a Comment