HR Connections Michigan 2012 - (Page 12)

HR and Marketing... Attached at the Hip? By Libby Sartain, SPHR A few years ago I was speaking at a top university executive HR pro- Creating the employee experience: Marketers are obsessed with the customer experience. They analyze how the customer interacts with the company at each touch point. The best brands make delivering a differentiated customer experience a priority. Best in class HR calls for the same analysis and differentiation for employees. The worker journey through the company at every touch point with HR and their leader should be “branded” and as unique to the company as the customer experience. Analytics: Marketers have proven research methodologies and brand valuation analytics. HR could use parallel tools to measure the effectiveness of employer brand. I am not a marketer, but I have learned a great deal from marketing colleagues. An employer brand is the most effective way to deliver HR aligned with the business. A successful employer brand will involve collaboration between HR and marketing; as well as other functions like corporate communications and operations. gram when one of the participants raised his hand and asked, “You are not really an HR person, are you? You came to HR from marketing, right?” I assured him that I had worked in HR from the trenches to the C-Suite for more than 30 years. It was clear that I had discovered the time has come for HR to think and act more like our colleagues in marketing. We have a lot to learn from each other. Working together sharing the tools, the language and techniques can directly impact and improve HR’s ability to do its job. Here are just a few things we can learn from marketing: Retention: M Marketers are focused on customer retention. They conduct tom research and focus groups to res ascertain how and why a customer asc leaves or buys a competing prodlea uct. Today, workers, even at the most wellbranded talent organizations, will always have an eye on the next prize and be open for new opportunities inside and outside of their company; thus, we need new and innovative retention analytics. Delivering on the brand promise: No organization can deliver on what they promise to customers unless all workers, partners and vendors understand and deliver. These days brand management is not what you say you are, it’s about who you are, and this is what makes HR vital to marketing. Segmentation: Marketers segment customers based on their value to the business and target customers segments with clear and consistent brand messaging and services. We can and should do the same with worker segments. I am not a marketer, but I have learned a great deal from marketing colleagues. An employer brand is the most effective way to deliver HR aligned with the business. Brand Messaging: Just as marketers reach out to customers to build brand awareness, HR reaches out to potential talent in the talent marketplace to build awareness as an employer. The best talent goes to the best-branded organizations, which includes its employer brand. Relationship Building: Our peers in sales and marketing have learned that customers come and go; yet they maintain relationships during the interim. They have CRM software and other tools to help establish relationships and follow up. We have to start to think in terms of building communities of workers and maintaining relationships over the long term and we need great CRM tools to do this. Talent Acquisition: Marketers mindshare is on how to acquire new customers or consumers, while we in HR is hiring new workers—“consumers of work.” Sharing tools and methods can enhance our toolkits. The problem is that most businesses thrive in silos that permit like-minded functions, product groups, business units or geographies. Silos can create artificial boundaries that make it difficult to integrate the employer brand across the business. If you let the silos get in the way, the employer brand won’t be effective. That’s why I think that marketing and HR are going to have to be connected at the hip, working together to create an employer brand that is aligned with the corporate or consumer brand. ■ 12 2012 MISHRM State Conference • Oct. 10-12 Registration online only at

Table of Contents for the Digital Edition of HR Connections Michigan 2012

State Director & Conference Chair Messages
Business as if People Mattered
Managing Risk
What Employers Should Know
Technology-Aided Recruitment?
Social Media in the Workplace
HR and Marketing...
At-a-Glance Schedule
Summary of Topics
At-Large Members
Products & Services
Index to Advertisers/

HR Connections Michigan 2012