Posts Tagged Marketing
HR professionals wear many hats these days, not only within the traditional boundaries of their profession but across the organization.
Lately, they’ve been doing a lot of marketing.
Katharine Mobley is an award-winning marketer who is blazing a trail for the next generation of women in technology. With over 20 years’ experience in her field, she has witnessed drastic changes in marketing and advertising and the impact they’ve had on technology companies. She is a highly regarded marketing maven, as well as a self-proclaimed data geek and social media addict.
When I was in brand management, social media did not exist. But I can tell you this: I would have had a field day with this exciting medium because I valued the power of ‘big ideas’ to infuse growth into the brands under my wing. Frankly, I had no choice, because I’d worked for small to medium-sized companies competing against giants the likes of Nestle, Kraft, and Procter & Gamble. By any comparison, my brands were under-financed.
There are some similarities between human resources and marketing. When we think about the 4 P’s of marketing – price, place, promotion, and product – it’s very aligned with the HR functions of compensation/benefits, work environment, talent development, and corporate culture.
Split testing is a marketing tool that companies use to evaluate the impact of their marketing messages. They will take a key message and test variations of it against two (or more) groups, then compare the results to see what worked best. It helps over time to define the best and most effective communication method for the target audience. So why don’t we do this internally?
Great marketing begins with great strategy. Great strategy doesn’t happen without sacrifice. Sacrifice leads to differentiation. Brands cannot promise a smorgasbord of benefits; trying to be all things to all people is a recipe for disaster. There’s more: a marketer’s product or service must deliver the promise. If it doesn’t, great marketing cannot exist.
What does this have to do with HR? Everything. For the sake of brevity, I’ll list just five similarities between HR and marketing.