Make your HR department marketing savvy

When you mention HR (human resources) you rarely think about marketing. Human Resources role revolves around attracting, retaining and overseeing a companies’ labor force. For job seekers they are usually seen as a gate keeper – a hurdle that needs to be overcome to get to the real decision makers that will determine whether or not you will be hired let alone interviewed. Once hired by a company, HR is seen as the department that tells me about my vacation policy, how many personal days I can get and if I need to find talent or get rid of under-performers are the resource you turn to. Human resources is definitely seen as the “A” in SG&A. So why should we worry if our HR department is marketing savvy?

  1. Your HR department is the first point of contact for your future leaders. Look around your office, how many of the employees that are on your payroll have not gone through an interview process with HR? Most likely the majority of employees first real point of contact was with someone within the Human Resources department – and they also spent time with this department when accepting a position. Those that did not get a job were most likely told by human resources.
  2. The way your HR department handles prospects is indicative of how your company operates. If your HR department is not responsive to candidate demands or worse just ignores candidates who have not been selected, how does this reflect on your organization? If your corporation treats potential employees poorly during the process how will they be treated once within your 4 walls.
  3. HR communicates with potential future customers. Those who are candidates today might become customers tomorrow. Clearly if someone is interviewing for a role within your company they most likely want to be in that industry or are already in the same industry. This means those candidates could find themselves in positions to be your client…

Human resource departments have often times been regarded as important to recruit and retain human assets. However, rarely is the notion that Human Resources are the front line for marketing efforts and have a direct impact on how your business’ brand is viewed by the outside world. Take Ernst&Young and their efforts to leverage social media to reach out to prospective employees. They give their future employees a view into what Ernst& Young is all about from the current employees. Not only does this give future employees a great resource, but it portrays an image of openness and a human side that makes the firm’s image a angle it otherwise does not have.

Corporate leaders should take a look at their HR groups and ensure that the interactions with future employees and clients portrays the company in the right light.

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