The disciplines of Marketing and Human Resources are not very distinctly ‘apart’ from each other as much we assume they are. Not only attracting profitable customers but also recruiting top talent is essential for the long-term survival and success of the organization. Whatever be the goals for the organization, it is very important to positon yourself and market your unique selling proposition (USP) in order to make yourself ‘stand out’ from the rest and as a result, make yourself more attractive.

        The Marketing field is abundant with people possessing excellent communicative abilities, high rate of adaptability and a proven strategic ability. Their knowledge regarding brands and consumers is unbeatable. We all are aware of what the term ‘Marketing’ stands for but just to reiterate, it defines itself as a set of activities and processes to plan and deliver offerings to its consumers with an ‘added value’ that makes consumers, clients and society keep coming back to the brand, now and then. On the other hand, ‘Human Resources’ is that function within an organization that is responsible for implementing strategies and policies pertaining to the management of the employees so that they willingly perform to their full potential on the job and contribute ‘maximum value’ to the organization. Although Marketing and HR leaders display a similar set of skills and personalities, they differ in their levels of motivation and influence.

        HR and Marketing should collaborate more often as they have a lot in common, and in order to do this, both the disciplines will have to develop a good understanding of people and their psychology. It is only when HR and marketing work closely together can the businesses benefit tremendously from them. The organizations must hire people who not only fit the ‘brand’ and the values that it aims to impart but also, measure and develop them in an efficient and effective manner. For instance, there is absolutely no benefit in launching an initiative in your TV ads unless you have not just shared it with employees but also actively worked with them to ensure that the brand experience will match the promise being made by them to its target consumers. The success for the organization rests on intertwining the brand and its people seamlessly.

         Employer Branding is one way in which the organization can benefit from the HR-Marketing tie-up. Not only products and services but also the employees of an organization are in need of a promotion. People want to work with a company that boasts a good reputation and reflects a strong mission and vision. Showing the potential employee organization’s personality is essential, especially in the current economic climate. With top talent being the most important concern among CEOs, employer branding is increasingly becoming a critical strategy to address current and future talent shortages. Employer branding can be realized in the following ways:

  • Attracting the Right Talent: The secret to attracting top talent, align your HR strategy with your business plan. Start blogging about trends in your industry, hold information sessions at local college and advertise HR policies that cater to young professionals like flexitime and other similar policies.
  • Keeping People Happy: Promise only what you can deliver. Not only creating a good corporate image to attract top talent is important, there is also a need to sustain that image on a long-term basis to retain the top talent in the organization. Giving them opportunities to display their ideas can also motivate them to stay for longer as it gives them a feeling that they are being valued.
  • Keeping Up with Change: The employer brand has to change with employee expectations, just like the market continuously evolves. You not only need to stay on top of basic trends like salary data but also have to know what benefits your competitors are providing.

Despite commonalities, there are additional capabilities that HR and Marketing can learn from each other:

What Marketing can learn from HR What HR can learn from Marketing
  •  By working alongside HR, one has an opportunity to understand employee engagement, behaviors, beliefs and challenges in a better manner.
  • The collaboration with human resources allows marketers to become key contributors to the organizational structure.
  • The collaboration between HR and Marketing helps to deliver authentic ways to communicate the true value of your organization.
  • Talent segmentation.
  • Customer segmentation is the expertise of marketers. HR can do a better job at this as it also segments candidates and employees.
  • Marketing professionals tend to know and have complete access to the latest technologies to communicate and engage with their customers. HR can also adopt these technologies to communicate with top talent.

        The employer brand complements the master brand, thus, operating the inner functions and intricacies of the master brand is a joint responsibility between Marketing and HR. When Marketing and HR come together to devise an employer brand strategy, they help ensure that the company lives up to its commitment.