Do HR and Marketing really go hand in hand?
Over the past few weeks, we have seen interesting articles about the integration of HR and marketing. A recent visit with a prominent HR leader showed surprise at the correlation. We have always believed that marketing to employees and potential candidates is just as important as marketing to the end customer and at Adequasys we have spoken about this relationship for some time. Companies have become really strong at promoting their brands to external customers; knowing that the customer brand is essential to loyalty with consumers. Millions of dollars each year are spent trying to promote the brand in a highly competitive environment with the end goal to increase customer retention and satisfaction rates to increase sales.
Do we invest the same efforts for our employees and potential candidates? A colleague of mine was recently interviewing with a Fortune 500 company that has an exceptional reputation in the global community with literally hundreds of applications sent to the organization monthly. Yet, after my colleague went through the interview process, they were absolutely dismayed at not only how poorly it was handled, but how poor their process, communication and employment brand displayed. Imagine if this particular company invested the same amount of effort that they do to market their brand to the end customer to potential candidates? I could imagine that the highest potential candidates certainly would be more inclined to apply and would not become as disengaged in the process.
On the other hand, I have seen many organizations market their brand to potential candidates to attract the best of the best, but they don’t continue to market to their existing employees. Employee engagement is about so much more than employees programs, career pathing and opportunities for growth. Employees want to know that they are working for not only a winning end customer environment, but also a stellar employment brand.
Take a look at some of the 50 Best employers. Overall they have a good idea of how to market themselves to their employees. After all, every employee wants to work for a best of breed employer! Let your marketing initiatives start to take you there.