To stand out from the crowd andattract top-tier talent, companies should prioritize employerbranding. (Image: Shutterstock)

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Companies tend to think of HR and marketing as separate entitiesand working in parallel. But in reality, the two functions sharemore similarities than an organization would expect. HR andmarketing roles intertwine in many ways, making the two departmentsan ideal match for several successful collaborations.

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Each team has the function to attract, educate, and retain boththe interests and attention of today's talent market. While theirtarget personas and "product" or "service" are different, theirimplementation, execution, and desired outcomes of respectiveactivities are actually closely related. HR and marketing both workdaily to enhance the external public opinion and internalsatisfaction of employees, using key messaging and brandingtechniques to boost morale and industry perception.

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Related: The difference between marketing to your employeesand communicating

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When HR and marketing work together, it becomes easier forcompanies to stand out in a saturated market, building their brandand increasing awareness simultaneously. Cumulative workplacesuccess is achieved when marketing and HR combine forces, workingtowards improving the following initiatives that have a significantimpact on their people.

Company branding and employer branding go hand in hand

In order to stand out from the crowd and attract top-tiertalent, companies should prioritize employer branding. Luckily,branding falls within every marketing department's wheelhouse. WhenHR takes marketing's advice on how to brand your company in apositive light, web traffic increases alongside the volume of jobapplications received for vacant positions. To receive thoseapplications, though, HR and marketing need to work together toempower their people and sustain a culture that potential jobcandidates want to be a part of.

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Technology and social media have created an open channel foremployees and candidates to communicate and share their experiencesonline. As found by a recent Hibob survey, prospective employees areutilizing company websites (32 percent), Glassdoor (20 percent),and social media profiles (19 percent) to gain knowledge on acompany throughout the application process.

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Since HR is trying to improve brand awareness and build acredible reputation in its company's space, social advertisingshould be fine-tuned by the marketing department. This means thatGlassdoor, LinkedIn and Facebook should be curated bymarketing and HR as a duo to guarantee that your people'sexperiences and testimonials attract followers that strive tobecome new hires.

Recruiting talent requires a marketing skillset

Marketing teams often facilitate data dives and have the abilityto strategically attract job candidates for certain positionsthrough market research. HR teams can take advantage of the marketresearch that marketing performs by using these insights to craftjob descriptions, tailored to the persona they wish to draw in. Notonly will HR know who to target and on which platforms, but jobpost collaboration results in well-versed, compelling copy thatcatches the eye of an audience, and drives them to click on yourcompany's career page. Marketing teams can help HR ensure that thedescriptions are connecting with their intended audience andtherefore, making a splash in the open market.

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Marketing also has the ability to generate precise answers aboutspecific job applicant qualities through their data dives. Thedepartment can provide answers to HR questions such as the type ofworkplace and benefits someone is looking for. Having thisinformation on hand assists HR through the interview process andstreamlines the hiring process, allowing HR to handpick potentialcandidates before they've even walked through the office doors.

The onboarding experience is constantly tested

HR and marketing would be a wasted combination if they didn'tteam up on improving their company's onboarding experience for newhires. Together, the departments can ensure new employees areproperly welcomed to the company and are updated on all companyevents, meetings, and training sessions.

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A strong onboarding process has been proven to improve new hireretention by 82 percent, and your marketing and HR teams shouldcollaborate to make sure this statistic applies directly to theircompany. Otherwise, you'll lose the estimated 64 percent that leavea job after having a negative onboarding experience. This increasesthe need for marketing and HR to make these experiences positivefor new joiners at your company.

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As a dynamic duo, marketing and HR can smooth out the onboardingprocess and make it as pleasant as possible, by creating a programthat effectively transitions new hires into their rolesseamlessly.

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Data dives can pool together information and details, themajority taken from surveys, that show what people want startingfrom day one on the job. Through this education, HR can implementcertain training lessons and onboarding initiatives that includementor programs, access to specific digital tools, company-widetours, and department ice-breakers.

Employee retention is parallel to customer retention

Being loyal to company values and communicating clear,consistent internal messaging retain talented employees. Yourcompany's marketing department can concisely and regularly conveycompany values through powerful collateral and forward-facingsentiments emphasizing these values both internally and externally.HR can align with this messaging when communicating with its peopleto keep a sense of transparency and consistency within the officeenvironment.

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It's important to practice transparency and act upon the valuesyour company preaches, otherwise, your employees' actions may notalign with organizational values and productivity levels will drop.Furthermore, new employees will be more apt to apply to a companywith a strong culture and meaningful principles.

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Marketing and HR should join forces for the greaterorganizational good. As a pair, HR and marketing have the abilityto increase brand power and drive recruitment techniques forward,while retaining loyal employees through effective onboarding andongoing alignment and communication. Leveraging one another'sexpertise ultimately improves operations at a company. In 2020 andbeyond, companies would be wise to place a continued reliance onthese teams working together.

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Rhiannon Staples is CMO at Hibob.

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