4 Reasons Why Today’s HR Teams Need To Think Like Marketers

June 8, 2017

As the HR landscape today goes more and more digital, the way HR teams need to think about their strategies is changing as well. And while there is more complexity to this changing landscape than we can cover in a single blog post, today I wanted to talk one unavoidable fact: that HR is becoming more and more like marketing.

And to be fair, depending on who you ask, HR and especially talent acquisition has always been like marketing. Because at the core of talent acquisition is the act of attracting a specific audience of people to engage with you as a company – something that marketers are constantly trying to do. On top of that, one of the most important part of the jobs for HR teams is delivering a consistent message to people, the most basic rule of marketing. These are just two starting points of where HR and marketing intersect.

As you think forward about how to improve and iterate on your existing strategies to keep up with the new changes happening in HR, keep in mind these 4 big reasons to think more like a marketer:

Data Matters For Better Decision Making

The more data you have about your employees and the kind of people you want to hire to work for you, the more you can determine who you should be looking for in future employees and what you really need from current employees. You do that when you’re assessing customer needs, so why not do it with your workers?

Marketers collect data to find out about people, and they use that data to make good decisions about what comes next. Doing that same thing with employees (both current and future) can help keep workers engaged in what they’re doing and give them the chance to provide information to the company about what matters to them.

Employee Loyalty is like Customer Loyalty

Companies market to people with the hopes of gaining loyal customers. But loyalty doesn’t just matter when it’s about who’s buying your product or service. It also matters for who’s creating that product or service, too – the employees.

If your employees aren’t loyal, you’re going to have high turnover rates. That costs money and adds to the length of time it takes to train people and get projects completed. And when you retain loyal employees, you’ll reduce time and costs, and build a stronger workforce.

Thinking like a marketer helps you minimize the costs that come from not enough loyalty from your employees, in the same way as you would with loyalty from customers.

Social Communities Strengthen Your Organization

The HR department is the heart of the company, and therefore the lifeblood of the social community that makes up the workplace. Marketers want to make communities stronger too – just think about all of the social media platforms there are! That’s exactly why HR should be focused on the social aspect of their organizations as well.

By hiring talent with social community in mind, and giving employees the chance to work with and get to know each other through organized social communities, HR can build company bonds that will keep employees together and focused during rough times.

Employer Branding Amplifies Your Message (Just Like Traditional Branding Does)

In the same way your company brand helps you tell your story to clients and customers, your employer brand does the same to potential employees. And while marketing is in charge of your overall company brand, its HR who is really in charge of the employer brand because it impacts their bottom line more than anyone else. That’s not so say, however, that marketing and HR can’t collaborate on employer branding decisions – in fact, that’s a very smart way to approach it.

To ensure you’re doing employer branding right, HR teams should focus on building a strong internal culture that they believe in – in the same way marketers work to build up a marketing message they believe in – and amplify it in a way that resonates with job candidates.

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Linda Le Phan
Senior Content Marketing Manager at kununu.

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