How to Fuse a Partnership Between HR and Marketing

Behind every organization are the faces who work there. Employees are the heart of every business; their commitment makes the wheels turn. In order to maintain any workplace’s success and ultimately propel it toward new glory, the human resources department and the marketing department are key players.

These teams are responsible for being the face of the organization, both to potential consumers and to potential employees. Working in tandem to attract the right people to carry out the company’s work is essential to continued success.


In order to be functional as a unified force, these two departments must be clear about who has the final word, whether that means a particular individual or group of several people. Otherwise, decisions are likely to bounce between employees for an unnecessarily long duration. Without clear decision making processes, work can be duplicated or worse, forgone entirely.

Also read: 5 Marketing Trends that Are Shaping the Recruitment Industry

As a trend, there is growing concern about being able to attract and maintain the right employees who will mesh well with organizational culture. Being streamlined about protocol and processes will help the company present neatly.

Beyond that, understanding exactly which qualities are most important in a new employee and what their needs are will help to be able to attract the right talent.


In order to appeal to potential employees, HR and Marketing absolutely must combine forces to develop an employer brand that is consistent with the organization’s overall brand. Otherwise, the company’s image is likely to be confusing to consumers and potential employees alike.

Management must agree that hiring the right people is a priority for the organization. Building brand loyalty among all players at all levels of an organization is first and foremost. After everyone is on the same page, the employer brand needs to be presented to the public in ways that make sense, utilizing all of the outlets that both teams have at their disposal.

Also read: How To Use Content Marketing As A Recruiting Tool

The more outlets (read: social media, in-house presentations, community events), the better. Projecting the company’s unified, authentic brand from both angles (consumer and employer) not only attracts interest from desired individuals in the general public, but lets the community as a whole know that the organization is present and active.


The employer brand has to appeal to the right audience, otherwise little progress is made. Tap into emotion; in order for people to want to work somewhere, the employer brand needs to resonate with them on a deeper level. Expectations need to be clear both about what is offered on the company’s part and what is expected from them in a particular job description.

Transparency is everything, especially for millennials. People want to know exactly what’s going on behind the scenes and which factors play into each decision making process. Inclusion is everything. Bring potential employees in for tours along with their interviews; show them as much of the company as possible (both literally and figuratively) during their visit(s).

Finally, allow independence and flexibility in the workplace as much as possible. People are most productive and stay happiest when they can dictate their own schedule and have time to take care of themselves as people as well as employees.

Also read: Using Recruitment Marketing to Attract the Perfect Hire

By paying attention to streamlining, branding, and appealing to the desired audience, marketing and human resources can form a tightly united front. People respond to anything that evokes an emotional response, beyond practicality. When they see for themselves during an interview or experience during a phone or electronic communication that the people on the other end work well together, are loyal, and uphold admirable values that translate to their work, they are more inclined to be drawn to work there.

Unity, transparency, and understanding human factors go miles in terms of employee satisfaction. Hopefully they will help to attract exactly the sort of talent that your organization is looking for.

Download the white paper and see how you can create an integrated, engaging employee experience using people analytics!

Image licensed from