HR and Marketing: Smashing Silos by Cyndy Trivella Where is this challenge most prevalent? Let’s start in our backyard, with human resources and marketing., these two disciplines share much common ground, but tend not to realize it. Why? Let’s dig deeper. According to the American Marketing Association, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings.” How does that apply to recruiting — a critical HR responsibility? When a company seeks candidates for an open position, it relies upon a process that helps recruiters translate the need into a workable activity. For example, the process may start with a job description, created with requirements and other information obtained from the hiring manager. The description is transformed into a job posting and communicated externally in multiple forms. Various channels deliver the message to appropriate audiences as an offer that says essentially, “Here’s the kind of talent we seek. In exchange for your ability and commitment to perform the job to our expectations, we will compensate you with X, Y and Z.” This tactic is pure marketing. It rings true with the classic “5 Ps” of the marketing mix — as well as the more recent inside-out version: People – Potential employees Product – Job opportunity Price – Associated cost to recruit, fill, hire and retain Promotion – Advertising and word-of-mouth about the job opening Place – Organizational culture, which extends to talent communities that share job information At the intersection of recruiting and marketing, many tactics and fundamentals go hand-in-hand, creating opportunities to exchange knowledge and hone skills. But more importantly, at the center of this common worldview is the employment brand — a powerful organizational asset. This is the foundation upon which an employment value proposition flourishes. The proof points are bits of raw workforce and candidate experience data we should analyze within the context of a strategic recruitment plan. Ultimately, that recruitment plan should not only inform corporate brand strategy, but also be shaped by it.
Posted on: Fri, 06 Sep 2013 16:16:18 +0000
Trending Topics
Recently Viewed Topics
© 2015