This article explores our thoughts on the collaboration between Human Resources (HR) and Marketing in creating a strong employer brand, increasing employee engagement, and closing the ‘purpose gap’ between purpose rhetoric and purpose reality. The benefits of this collaboration are discussed, including examples from successful companies such as Airbnb and Patagonia. By working together, HR and Marketing can create engaging experiences for employees that align with the business values and mission, attracting and retaining top talent. The article emphasises brands that successfully implement this approach not only to positively impact society but are also more attractive to employees.
Employee engagement and attracting top talent are two of the biggest challenges that businesses face today. The competition for talented employees is intense, and it’s no longer enough to simply offer a high salary or good benefits to stand out. Instead, brands need to be strategic in their approach, and that means collaborating across departments to achieve the best results.
In this blog post, we’ll take a closer look at why collaboration is key, and how HR and Marketing can work together to achieve success.
Why Collaborate?
In today’s fast-paced business environment, attracting and retaining top talent has become an essential priority for businesses and brands. To accomplish this, the collaboration between Human Resources (HR) and Marketing is vital. By working together, they can effectively enhance employer branding, increase employee engagement, and close the ‘purpose gap’ between purpose rhetoric and purpose reality.
One of the most essential benefits of HR and Marketing working together is creating a strong employer brand. A businesses employer brand refers to its reputation as an employer, which is critical in attracting and retaining top talent. HR is responsible for managing the employee experience. At the same time, Marketing is responsible for promoting the brand’s image to the public. When these two departments collaborate, they can develop a cohesive strategy for creating a strong employer brand. For example, Marketing can create compelling employer branding campaigns that align with the company’s values, while HR can focus on creating a positive employee experience that reinforces those values. Another benefit of HR and Marketing working together is the ability to increase employee engagement.
Engaged employees are more productive, more satisfied with their jobs, and more likely to stay with the company long-term. By working together, HR and Marketing can create engaging experiences for employees that reinforce the company’s values and mission.
Connecting with Employees
Another benefit of collaboration between HR and Marketing is the ability to connect with employees in a more effective way. Marketing is skilled in creating targeted messaging that resonates with specific demographics, while HR understands the needs and motivations of employees. By working together, these departments can create campaigns and initiatives that are more likely to engage and inspire employees.
Marketing and HR could work together to create a campaign that focuses on professional development opportunities within the company. This could include targeted messaging for specific departments, highlighting the benefits of upskilling and career growth. By presenting these opportunities in a compelling way, employees are more likely to take advantage of them, which in turn can increase engagement, motivation, and retention.
One brand that has successfully implemented this approach is Airbnb. The brand’s HR and Marketing departments work closely together to create a strong employer brand and increase employee engagement. For example, Airbnb’s “Belong Anywhere” campaign, which promotes the company’s mission of connecting people through travel, is integrated into the employee experience. This includes initiatives such as “Travel on Airbnb,” which provides employees with a travel stipend to use the platform, and “Airbnb Experience,” which allows employees to participate in local cultural activities.
Close the ‘Purpose Gap’
Lastly, HR and Marketing can work together to close the ‘purpose gap’ between purpose rhetoric and purpose reality. In other words, they can ensure that the company’s purpose and values are not just empty statements but are reflected in the employee experience and the company’s actions. These actions are critical in attracting and retaining top talent, as employees want to work for companies that align with their values.
Patagonia is an excellent example of a business successfully closing the purpose gap. The brand’s HR and Marketing departments work together to ensure that its purpose of environmental activism is reflected in its employee experience and products. For example, Patagonia’s “Worn Wear” program encourages customers to repair their old Patagonia clothing rather than buy new items, reflecting the company’s commitment to sustainability. Patagonia’s HR department also supports employees’ activism efforts, including a business-wide protest of climate change in 2019.
In conclusion, the collaboration between HR and Marketing these departments can create a cohesive narrative that promotes the brand’s culture and values, improves the candidate experience, and connects more effectively with employees, and closing the ‘purpose gap.’ By working together, these departments can ensure that the company’s values and mission are exhibited in the employee experience, which in turn attracts and retains top talent. Brands that successfully implement this approach, such as Airbnb and Patagonia, are not only more attractive to employees but also make a positive impact on society.
If you’re a CMO or Head of Marketing, it’s important to recognise the value of collaboration with your HR department and explore ways to work together for the benefit of your organisation.
