4 Reasons HR & Marketing Should be BFFs

Marketing and Human Resources might not seem like the most obvious pairing, but they have more in common than you might think. Both are responsible for building and maintaining a company’s brand, and both rely on effective communication to achieve their goals. There are many reasons that the two departments should work together. Let’s take a look.

1. A strong employer brand attracts top talent.

In today’s job market, it’s not enough to simply offer competitive salaries and benefits. Top candidates are looking for companies with a strong employer brand that aligns with their values and aspirations. HR and Marketing can work together to create an employer brand that attracts and retains the best employees.

In 2021, Nike announced its new “Move to Zero” initiative, committing to becoming a carbon-neutral company by 2025. This not only helps reduce the company’s environmental impact but also aligns with the values of its staff and many top job candidates who prioritize sustainability and corporate social responsibility.

2. A consistent brand message builds trust.

Consumers and job candidates are more likely to buy into a brand’s message if it feels authentic, and one way to ensure that is to present that message consistently across all channels.

One example of this comes from Airbnb. In 2022, the company released a new brand campaign called “Made Possible By Hosts” to showcase the role of hosts in making Airbnb experiences unique and memorable in a post-COVID world. With user-generated content, the campaign not only helps reinforce Airbnb’s brand messaging but also highlights the importance of community and hospitality, which are essential qualities for Airbnb hosts and employees alike.

3. Employee advocacy amplifies brand reach.

Employees can be powerful brand ambassadors, sharing their positive experiences with friends, family, and social media followers. Human Resources and Marketing can work together to encourage employee advocacy and provide the tools and resources necessary to make it happen. And the results can drive business.

An employee advocacy program at Dell Technologies called “Dell Ambassadors” is a great example. Dell provided employees with the necessary training and resources to effectively share company brand messaging and content on their personal social media accounts. Employees were encouraged to share news about the company, its products and services, and its corporate social responsibility initiatives using the hashtag #DellAmbassadors. A leaderboard tracked participation and rewarded employees who consistently shared Dell’s content.

The program increased Dell’s social media reach by over 12x. CTR was 48% higher on posts shared by employees compared to posts shared by the company’s official accounts. Dell saw a 7x increase in website traffic from social media and a 2x increase in social media referrals to its careers page. By empowering employees to become brand advocates, Dell expanded its reach and attracted top talent to the company.

4. Brand reputation affects employee retention.

A company’s brand reputation doesn’t just affect its ability to attract rockstars; it also affects its ability to retain them. Negative brand perception can lead to high turnover rates and difficulty attracting new employees.

Google discovered this in 2020 when they faced criticism over its handling of sexual harassment allegations and employee protests. This led to negative brand perception and affected employee morale and retention. However, Google responded by implementing new policies and initiatives, such as the creation of an employee-led DEI task force, to address these issues and rebuild trust with its employees and customers. The following year, the company announced that it had achieved gender and racial pay equity globally. According to a company survey, Google’s employee satisfaction rate increased by 5 percentage points in 2021 compared to the previous year, and the company’s attrition rate decreased by 30% over the same period.

HR and Marketing both play a crucial role in building and maintaining a company’s brand. By working together, they can create a strong employer brand, present a consistent message, encourage employee advocacy, and protect the company’s brand reputation.

MIKE SULLIVAN is president and CEO at LOOMIS, the country’s leading challenger brand advertising agency and a top Dallas advertising agency for digital, social, mobile and user experience. For more about challenger branding, advertising, and marketing, leadership, culture, and other inspirations that will drive your success, visit our blog BARK! The Voice of the Underdog and catch up on all of our posts.

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