Employment branding is becoming more popular as employers struggle to stand out from the crowd amidst skills shortages, ageing workforces and demands for greater productivity. There’s a legitimate market for employment branding out there, and on this front it’s interesting to note the convergence of HR and marketing functions within companies
by Craig Donaldson
Employment branding is becoming more popular as employers struggle to stand out from the crowd amidst skills shortages, ageing workforces and demands for greater productivity. There’s a legitimate market for employment branding out there, and on this front it’s interesting to note the convergence of HR and marketing functions within companies.
It’s good to see HR getting more involved with other functions and the wider business, but HR also needs to think about how, as a function, it is being perceived within the business. What is its internal influencing clout and marketing message to key stakeholders?
A recent survey from the UK found the HR profession is in need of a brand overhaul. This research sought executives’ views of several business functions, and what they would be if they were a car brand. Sixty-eight per cent of respondents likened HR to a Skoda, a car brand currently in a state of flux. In comparison, 73 per cent matched their finance department with Volvo, known for its safety and conservativeness; while a majority aligned marketing with Ford, and sales with Ferrari, the former which has a reputation for being ‘slick and quick.’
Drilling down further into the internal perception of the HR function, 27 per cent of executives regarded their HR function as bureaucratic, 15 per cent saw it as cautious, a further 12 per cent regarded their HR function as influential in their organisation while 30 per cent believed their HR function does not meet current business requirements.
These are pretty telling figures and indicate that HR is going through a major transition period that is unlikely to end anytime soon. Over the course of its history HR has operated as a very isolated functional silo but as it emerges into the broader business sunlight it also needs to continue to demonstrate its worth internally. In addition, HR must develop and market a more relevant value proposition to the business.
Employment branding is well and good for the whole organisation, but such initiatives also provide HR with a great opportunity to not only prove their worth but beat their drum about it to everyone in the business.
