HR Marketing and Communication

Each organization uses its own brand name to position itself on the market, but the HRM Function is also needed to promote its own services in the organization internally and externally to the job market. It is the role of HR Marketing to build a strong name of Human Resources function, both with employees and external audiences.

Each organization uses its own brand name to position itself on the market, but the HRM Function is also needed to promote its own services in the organization internally and externally to the job market. It is the role of HR Marketing to build a strong name of Human Resources function, both with employees and external audiences.

The HRM Function without HR Marketing is not visible on the market and the customers will get unsatisfied as they lack the information about the latest development in the area of Human Resources.

The HR Marketing needs a different skill sets from the HR Employees. The current HR Employees are more focused on the results and objectives delivery, but they completely forget about the promotion of the results.

The HR Marketing employees are able to find out the important points to announce to the organization and they help to build a better picture and deeper knowledge about the HRM Function, its services and procedures in the organization.

Most Common Goals of HR Marketing
Most Common Goals of HR Marketing

In case, the organization aims to be the employer of choice, the HR Marketing is the essential part of the success mix. The success is not measured just by the results achieved. The success of the HRM Function is the mix of the results and the visibility. There are organizations on the market, where the visibility is even more important than the “real” results. In multinational organizations like General Electric, the visibility is about 80% of the whole result.

Social Media in Human Resources

Social Media change the way we communicate internally and externally in the business. Previously, we were living in an army style leadership and management. All orders were delivered top-down without any instant feedback. We had to wait for first results to see whether the decision works or not. We were not in a direct two-way contact with employees and customers.

Social Media change rules, all employees can discuss, collaborate, inspire, comment and complain. In seconds, we can see the impact on our target audience. However, the implementation of the social media strategy in Human Resources is a difficult task because few other departments are involved, and specialized skills and competencies are required.

How Human Resources can benefit from using Social Media
How Human Resources can benefit from using Social Media

Human Resources is a strategic business function that designs tools and processes for all employees. HR spends a large proportion of the day communicating with staff and managers. HR employees should not sit in the office and fill Excel tables. They should spend time with employees helping them to solve personal and business issues. There is no other function in the organization that can realize higher benefits from being the real social media animal.

The visibility of Human Resources in the organization is an important topic on the daily agenda of any HR Professional. The visibility is a key to success because the invisible HR Professional has no impact on decisions and is not being consulted. Everyone ignores such a person because it does not contribute, and it cannot stop or cancel any decision.

The visibility builds a possibility to influence proposals positively before the final decision is made. Social media increase the presence and visibility of Human Resources. Managers and leaders keep in mind that there is a person who can help.

Many leaders and managers have a wrong perception of social media. They believe that a Twitter account and Facebook Fan Page are enough for HR. They are not right. HR has to build the right mix of different social media tools and channels to increase the impact on employees and external audiences.

The mix needs to be unique because there are many fishermen fishing in one sea. The organization needs to be original and targeting the precisely defined target audiences.

In addition, less and fewer employees read emails often. They prefer another way of communication. The smart internal social network allows to build specific communication channels for employees. They do not have to be set by IT Department; employees can join topics of the interest. However, the company can also arrange topics that are obligatory for everyone. Like no employee has the option to opt-out from the performance management topic.

Many employees do not use a personal computer anymore. They are with clients, selling products and services. They use iPad or the smartphone as an essential working tool. They do not read emails, but they can follow Twitter account or they can just chat with friends on Facebook. Social Media can inform all employees in the field almost instantly without disturbing them. They can just read them as email later. Being mobile is a priority number one for Human Resources.

Mobile technology allows the introduction of the HR Gamification. We are social animals and like to play games. There is almost no one who does not like to play. The HR Gamification is a great way how to make painful and annoying HR processes entertaining. The gamification increases the attraction of the target population, and the message spreads quickly across different target groups.

The successful presence of Human Resources in social media starts with the strategy. It sounds like an easy task, but many departments are involved in the communication with employees, customers, and external audiences. The Marketing and Product Development departments intervene and protect their interests. The HR social media strategy needs to involve all functions that share the same interest. The development of the plan takes time, but the company has the single face and the brand name benefits from it.

The strategy itself is not sufficient; HR has to identify right topics to communicate internally and externally. Social Media are not just the replacement of an email. HR set define the excellent, entertaining and engaging content strategy and how the content should be promoted. The Twitter message is too short to tell everything. However, it is an excellent tool to raise the attraction and forward people to the right spot on the Intranet or Internet. Developing the engaging content is another task for HR.

Social Media are a great tool for Human Resources, but they require a significant change in the mindset of HR employees. They have to start thinking without boundaries, and they have to start writing the cross-functional content. Being successful in social media raises the attention but it takes time.

Making Human Resources visible in Organization

The modern Human Resources Management has a simple aim – it sets policies and procedures so that managers can build the sustainable competitive advantage. However, the success of the HR Management is not just based on delivered policies and procedures. HR share the responsibility to deliver business goals with the leadership team; it builds innovative solutions for managers and employees.

However, this is not enough. Human Resources needs to be visible in the organization. The HRM Visibility is a critical success factor. Employees and managers should not take all competitive policies and procedures as granted. They should feel that Human Resources represents a great balanced interest of employees, managers, and shareholders.

The leadership cannot be done by sending long and inspiring emails. Most successful leaders do not write too many emails. They just walk and talk to managers and employees. They engage employees into the thinking and decision-making processes. They want to hear the instant feedback. They want to know how employees feel about the development of the business. Human Resources has to act the same way.

HR Managers need to be visible on the floor. People have to meet them in corridors. They have to respond to all emails coming to their mailboxes. They have to present proposals, and they have to communicate successes and failures. The visibility of Human Resources in the organization makes HR real.

There is a secret of the success. Most people believe that their success is determined by results they deliver. Partially, they are right. However, it is just about 20% of the success. The remaining 80% are of the visibility of the person. The employee has to be visible, and each member of the leadership team has to know him or her personally.

Each successful employee stands behind his or her results. He or she identify all opportunities to present results. He or she likes to participate in challenging projects. That is the secret of the successful career. It is the same with Human Resources Management.

Big Secret of the Success

The modern organization has to balance many interests and internal fights. It has limited resources, but it has many goals and wishes. Each manager pushes his or her vision of the future. HR has to influence the leadership team to get resources for its strategy and vision. Most leaders do not invest into Human Resources and the HR technology because HR is not able to present a positive business case. However, HR has to demonstrate the influential leadership. It has to build the burning platform. It has to be visible so that everyone in the leadership team understands the requirements of the modern HR Management.

Human Resources is not respected in the organization if it does not sell proposals and solutions. HR will not be regarded when it does not offer the shared responsibility. HR has to offer help and share the pain and gain with managers. Many HR solutions are tough, but the business realizes tremendous benefits. In such circumstances HR has to stand by managers and helping them implement the solution. It has to influence managers positively.

Human Resources has to affect how it is perceived in the business. Employees must know HR topics, and they have to discuss them. HR cannot be the invisible department that just sends unpopular emails. Even a tough decision can be perceived as a positive one when it is communicated adequately and widely. The HR Manager has to stand in front of employees and cannot leave any question unanswered.

The visibility of HR is about best practices being used in the organization. HR should not just follow best practices. HR has to build best practices that give the business the required best practices. Each Human Resources Department has to choose up to three priorities to become better than competitors on the job market. It cannot beat competitors in all areas. It has to select just a few to become the recognized star.

Visibility of Human Resources

Today, Human Resources has an excellent opportunity to increase its influence and visibility. It can use social media as an active communication tool. HR can build influential internal and external communities. Such groups around the same interest can impact each important decision that can improve the picture of HR Management in the organization. However, HR has to build a new skill – it has to become the social media master. Being skilled in social media communication is a great competitive advantage. Find more about social media goals and objectives.

HR needs to be recognized as a valuable and respected partner. The internal and external visibility has no benefits if the department is not respected. The managers should call Human Resources before taking action. They should consult. They should get advice from the HR Business Partner. They should agree on next steps, and they should make a challenging decision together.

Last, Human Resources has to strengthen its executive presence. The HRM Visibility depends on it. It should not be just the HR leader; all HR Managers should be widely recognized by the leadership team. They should be invited into working groups that look for the solution of the challenging and painful issues. The HR Leader should open the door for his or her managers. However, they have to make sure that they bring innovative ideas. They can present feedback from employees and summarize it into several proposals.

HR Marketing Section Contents

HR Marketing:

Social Media:

Gamification of Human Resources: