Typically, when we think about human resources and marketing, we picture two distinct departments within a business, one concentrating on external factors and the other on internal factors. But the collaboration between these two departments is growing.
Consumerization of HR
Many refer to it as the consumerization of HR. Employee recruitment, engagement, and development are no longer the primary goals of human resources, which used to operate more in the background. To develop the organization’s brand, HR and marketing collaborate.
While the marketing division promotes the company’s brand to customers, HR and marketing work together to promote the company’s brand to employees. Companies are developing a global brand message that applies to employees, candidates, and customers using social and technology-based platforms.
While marketing develops and communicates the brand message to employees, HR identifies the ideal individuals to advance and build the brand. Because of how successfully this method works, 67% of Best-In-Class businesses have a distinct brand message that combines marketing and HR procedures.
Companies are realizing that a brand is not just for customers, but rather needs to be lived by every employee. With this kind of teamwork, businesses are seeing fantastic results.
The benefits of consumerization
When marketing and HR collaborate, both departments gain from the relationship. Employees, customers, and potential employees all gain from these advantages.
The company’s employees are the department’s main clientele. The department can communicate the brand messaging developed in marketing to employees through training sessions, evaluations, and employee orientations because of the relationship it has with them.
Internal communication within the organization can help brand messaging spread thanks to the engagement with HR. Employees can serve as brand ambassadors, strengthening the marketing division’s goal of reaching consumers with the brand message.
The marketing staff can aid in promoting the company’s values and mission because of their contacts with customers. They can assist entice potential employees with this promotion. Since marketing personnel have expertise speaking with customers, they can also assist HR and other staff members in adapting their communication approaches and styles.
If you don’t already have a collaborative framework in place, it could be labor-intensive at first but will eventually become more efficient. Companies need to start doing a few things in order to capitalize on the consumerization of HR.
How to achieve consumerization
Building The Team
Senior leaders must put time and effort into getting everyone together in order to start the process. Meetings with leaders are necessary for the marketing and HR departments to discuss goals and strategy. During ongoing discussions, any conflicts or unclear situations that arise during the partnership must be respectfully resolved.
Use Social Media
It might be beneficial for the brand’s internal and external communications to establish a strong and active social media presence. To engage customers and future workers, members of the marketing and HR departments can publish motivational tales, business triumphs, and individual experiences about the organization and the brand. The two divisions might cooperate internally to share knowledge about the business and the brand and to acknowledge employee excellence.
This was GE’s method of recruiting new workers. The marketing division produced a humorous advertisement about working as a programmer at GE. They included a link to GE’s careers website when the advertisement was put on YouTube. The coordination between marketing and HR raised traffic to the recruitment website compared with the previous month.
Provide more training
When they are employed, employees in many businesses attend meetings and training sessions with HR staff, but not much else. Keeping staff interested and assisting them in their skill development is easy with an internal training program. The marketing team can assist by publicizing the training sessions and presenting the company as a fantastic place to work, even though the HR team may be in charge of teaching staff. In order to assist in converting employees into brand ambassadors, the team can also design workshops on their own that center on using social media marketing and brand message.
Many businesses are using cloud learning management systems and MOOCs (Massive, Open, Online Courses) to accomplish this. The quantity of classes available to staff members is astounding, and they can even design their own learning paths.
Create company events
It’s a terrific method to foster trust and openness for executives to interact directly with staff members at company events. Events can be planned by HR, and marketing can advertise them both internally and internationally. Employees feel more valued when HR and marketing collaborate to create opportunities for them to communicate with executives.
Both the internal and exterior aspects of the brand must collaborate to develop a strong brand statement. Departments must exchange information and findings with one another for this to happen. When it comes to HR and marketing, HR can exchange data from exit and stay interviews while marketing can share data from customer satisfaction surveys.
Continue to build relationships
Every business experiences turnover from time to time. Leaders can use turnover to spread the company message to a wider audience with the help of HR and marketing. When workers feel valued, they are more likely to represent the company’s brand. They can aid in bringing in new clients and workers by promoting the company. Together, HR and marketing can plan events, advertise opportunities for former employees to stay in touch, or even try to hire ex workers who could come back to the business.
Programs for employee advocacy, as they are sometimes known, have increased by around 190 percent since 2013. Engaging with former employees appears to be beneficial for many businesses. Ryan Holmes, CEO of Hootsuite, discovered that posts made by employees about a company are shared 25 times more frequently and engaged with 8 times more frequently than ones made by the firm.
Monitor social media
Both marketing and HR can keep an eye on social media to learn more about how customers feel about the brand and how current or former employees feel about the business. With this information, the departments may collaborate to change communication and brand messaging both internally and outside.
Although it may initially seem strange or odd, the consumerization of HR can have a significant and long-lasting positive effect. When HR struggles to manage and develop employee talent, marketing’s work becomes more challenging, while HR struggles to find and recruit top prospects when marketing has trouble connecting with customers. Together, their success can result in more effective hiring practices, a more robust culture, and general corporate success.
Contact MCDA CCG, Inc today with any questions about your business!