Building New Bridges between Marketing and HR
The roles of HR’s have significantly increased in the recent years with industries and companies looking for right talent skill set while also being a good fit into the work culture. However, it has been increasingly difficult to find and maintain top talents with high talent and skill in the company with increasing competition. And without top talent, maintaining a competitive advantage, adapting to industry change and growing business is nearly impossible.
Rising numbers in the marketplace competition make it difficult for candidates to know if they are a good fit for the brand and its culture without some guidance. Ensuring employee ‘fit’ means branding with the thought of why your brand matters. That’s where an employer brand works. Your employer brand must do the hard work of being clear and consistent about its promise, communicating an authentic, meaningful brand experience that relates and covers all major points. When done well, an employer brand helps attract the right talent, allows prospects to self-select for fit with your organization, and increases the likelihood of a long-term, low-churn, high-producing members of your team.
Hence, today HR’s are tasked with creating an employee experience that self-market into the right audience to attract, retain recruits and employees. Building a successful and resonant employer brand involves bringing together your organization’s aspirations, values, needs, and wants with the people you are looking to recruit and retain without making it confusing or irrelevant but also interesting and thought worthy. I can assure you it’s no easy feat.
Own the brand Voice.
Your employer brand needs to be rooted in purpose and meaning of your original codes in the company and they need to be represented in a planned manner in order to emotionally connect to and successfully recruit and retain the type of talent best suited for your business. While HR can understand what kind of talent to recruit and maintain but they don’t possess the know-how behind the capture their attention, authentically win them over with purpose-driven messages, and create valuable brand experiences at relevant points.
HR and Marketing are both wings of management that are not used to collaborating but the failure to do so will result in a failure in your campaign. Marketing owns the brand and they need to be bought on the journey under the HR guidelines to demographics and other statistics of their targeted audience of prospective talents. It is only by coordinating these efforts with HR and marketing will your business reap the benefits in terms of the talent you attract and how well they ‘fit’ into the company.