In this do-more-with-less era, it’s almost counterintuitive to think that “silo” mentality still defines some organizations. We’ve all seen it — different departments don’t know why or how they should rely on each other, and business suffers from a lack of collaboration.
Of course, I do know some companies where communication is strong. People forge cross-functional relationships, and they use influence to drive progress. But unfortunately, that’s not the norm. More often, departments work in isolation — struggling to understand business problems, confused about how to solve them, and uncertain how to move to the next level. Cultures like this lag far behind collaborative competitors.
Bridging the Gap
Where is this challenge most prevalent? Let’s start in our backyard, with human resources and marketing. As the
TalentCulture community discussed this week at #TChat events, these two disciplines share much common ground, but tend not to realize it. Why? Let’s dig deeper.
According to the American Marketing Association, “ Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings.” How does that apply to recruiting — a critical HR responsibility?
When a company seeks candidates for an open position, it relies upon a process that helps recruiters translate the need into a workable activity. For example, the process may start with a job description,
created with requirements and other information obtained from the hiring manager. The description is transformed into a job posting and communicated externally in multiple forms. Various channels deliver the message to appropriate audiences as an offer that says essentially, “Here’s the kind of talent we seek. In exchange for your ability and commitment to perform the job to our expectations, we will compensate you with X, Y and Z.”
This tactic is pure marketing. It rings true with the classic “5 Ps” of the
marketing mix — as well as the more recent inside-out version:
People – Potential employees
Product – Job opportunity
Price – Associated cost to recruit, fill, hire and retain
Promotion – Advertising and word-of-mouth about the job opening
Place – Organizational culture, which extends to talent communities that share job information
At the intersection of recruiting and marketing, many tactics and fundamentals go hand-in-hand, creating opportunities to exchange knowledge and hone skills. But more importantly, at the center of this common worldview is the
employment brand — a powerful organizational asset. This is the foundation upon which an employment value proposition flourishes. The proof points are bits of raw workforce and candidate experience data we should analyze within the context of a strategic recruitment plan. Ultimately, that recruitment plan should not only inform corporate brand strategy, but also be shaped by it. Two Sides Of The Same Coin
Like two sides of a coin, recruiting and marketing practitioners must work in concert to be truly effective. As people listen, learn, empathize and sharpen their communications, the opportunity to understand and leverage interdepartmental strengths will expand. When teams work in concert to unify brand positioning, measurably improved outcomes can’t be far behind.
Thanks to everyone who shared ideas and opinions about this topic at
#TChat events this week. We invite you to review the related resources below, and continue this conversation here and on social channels. Hopefully, we can be an example of effective professional collaboration! #TChat Week-In-Review: Recruiting IS Marketing?
Watch the Hangout with Chris Fields
TalentCulture Community Manager #TChat Preview: Tim McDonald provided a “sneak peek” of this week’s topic, featuring a brief Hangout discussion with one of our special guests , . Read the Preview: Chris Fields Recruiting and Marketing: Blurred Lines?
Forbes.com Post: TalentCulture CEO, Meghan M. Biro explained why and how business leaders should view recruitment as a strategic marketing initiative. Read: “5 Recruiting Habits of Successful Leaders.”
Related Post: Guest blogger, David Smooke defined 3 keys to “Hiring Culture” as the basis for strategic recruiting initiatives. Read: “Hiring Culture: Creating A Recruitment Ecosystem.”
Listen to the #TChat Radio show
As a prelude to our open Twitter chat, #TChat Radio: Meghan M. Biro and Kevin W. Grossman, talked with two recruiting experts about why and how HR organizations can leverage marketing expertise to enhance recruitment. Our special guests were:
• , VP of the “Big Data for HR” Division at David Bernstein eQuest, and
• , independent HR consultant, Chris Fields resume development specialist and HR writer.
Listen now to the radio show recording.
Immediately following the radio show, I moderated an open discussion with Chris, Meghan, Kevin and our entire community on the #TChat Twitter: #TChat Twitter stream. For highlights from the conversation, watch the Storify slideshow below: #TChat Highlights: Recruiting IS Marketing
Closing Notes & What’s Ahead
GRATITUDE: Thanks again to guests David Bernstein and Chris Fields, for offering your perspectives on recruiting and marketing this week. Your expertise and insights are invaluable to our community.
NOTE TO BLOGGERS: Did this week’s events prompt you to write about related issues? We’d love to share your thoughts. Post a link on Twitter (include #TChat or @TalentCulture), or insert a comment below, and we’ll pass it along.
WHAT’S AHEAD: Next week on 9/11, we take a serious look at an important subject, “Workplace Violence and Prevention.” This promises to be a helpful and informative session. So plan to join us, and check for more details in coming days here and on TalentCulture channels.
In the meantime, the World of Work conversation continues! So join us on the
#TChat Twitter stream, on our LinkedIn discussion group. or elsewhere on social media. The lights are always on here at TalentCulture, and your ideas and opinions are always welcome.
See you on the stream!
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