HR

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HR MarketingThe Corporate Odd Couple

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(No Transcript)
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My View Point Based on Experience

• Sean Bisceglia Facts
• Marketer for 15 years
• Ran Technology Advertising Agency and sold to
• Leo Burnett Company EVP Board of Directors
• Focused on F1000 Companies Marketing
  Departments
• Human Capital- 5 years
• Marketing Staffing Company, CPRI and sold to
  Aquent- largest marketing staffing firm in world
• Human capital issues and organizations change
  with over 300 companies HR Marketing
  departments
• 600 Recruiters
• Human Capital Software Company- TalentDrive
• Web based technology for sourcing candidates
  online-
• One Search, One Source, Thousands of Locations

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Why Such an Odd Couple within Corporations?
Personality Differences
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• Marketers
• Thinkers
• Data Driven
• Right Brain
• Risk Takers
• Urgency
• Try to Change the World
• Conflict is Good
• Do It!

• HR
• Feeling
• Sensitive
• Left Brain
• Cautious
• Process
• Fighting for Respect
• Passive Aggressive
• Team Players

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However a key similarity, shared goals and values
exists
The Importance of these two groups working
together never has been so important for one
reason
War on Talent
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At The Same Time Consumer Media Is Changing In A
Big Way

• iPod wasnt just a successful product launch it
  was a inflection point to put the consumer in
  charge of their media
• 3,500 impressions a day from all forces of
  media
• Blogs have gone from 1 to 30 of internet users
  in 3 years
• 50 million instant messaging and 120 million
  wireless text messages a day
• Media is changing from intrusion and brute force
  repetition to surprise engagement
• All these changes are creating a new breed of
  marketing opportunity to attract/ recruit talent
  with alternative, unmeasurable media on marketers
  dashboards

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A Profile Of A Next Generation Of Talent Will
Take a New Approach to Media

• Their media/consumption is what you only dream
  of

• This is just the beginning

Blogs,
Podcasts,
Videocasts,
RSS,
Mobile Market,
SEO,
Wikis,
Second Life,
Instant Messaging,
You Tube,
Web 2.0,
Online Social Networks
Rich Internet Applications (RIA),
Online Marketing,
Text Messaging,
Direct Mail,
Email,
Interactive Marketing,
Behavioral Marketing,
Digital Campaigns and Promotions,
WOM,
CRM,
VOD
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New Marketers Understand And So Do the Talent
Attract
Intercept
Assist
Inhibit
Affiliate
Isolate
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The Marketing Organization Is Changing

• A recent study indicated 48 are changing their
  marketing departments to meet changes in the
  competitive environment
• 79 of CMOs feel more empowered more than 5
  years ago but the average tenure is only 26
  months
• So how can HR capitalize on this trend dynamic?

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HR Marketing Need to Come Together to Solve
this Problem

• But how?
• Whos Responsible?
• What to do?

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A Gap of Responsibility is Clear HR has Much on
their Plate
Organizational design
organizational evaluation
Administration Strategic Planning
vacation
Staff Benefit
policy recommendations
Educational incentives
Retirement benefits
Sick Leave
PAID HOLIDAYS
section 125 plan
Donor programs
Employee relations
Uniform allowance
Compensation/ Salary
Employee newsletters
Accounts payable
Benefits Surveys
Educational assistance
Disciplinary processes
Incident investigations
Fiscal staffing budgets
Job Evaluation
Departmental budget
Labor-management relations
Enrollment in benefits
Employee services
Complaint/grievance procedures
Job descriptions
Resolution of problems
Employee service awards
Health and safety
interviews
advertising
Employee discounts for recreational sports
Exit interviews
Insurance receivables
Total package costing
Compensation
Insurance fund management
compliance
Collective bargaining
Employee assistance
Safety compliance and training
Family and medical right leaves
Leaves of absence
grievances
Duty assignments
Contract administration
Performance appraisal
Payroll administration
litigations
Record keeping
Job posting
recruitment
Testing administration
Background investigations
Severance benefits
Training and talent development
Unemployment compensation
Separations and terminations
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Marketing Organizations have a lot on their Plate
too?...
Building A Brand
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• However Job 1, building an employee brand
  together, should be for the benefit of retaining
  and attracting talent to win the Talent War.
• But who is responsible

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Nobody is Responsible
Source The Economist
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The Expectations are Confusing or Inaccurate
Source The Economist
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However, Both HR Marketing Agree its too
Important for HR to Handle
Source The Economist
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A Conundrum Opportunity
If Marketing is not responsible, only 5 say they
are
If the organization says its too important for HR
to handle 44
If HR says they should NOT handle 79
The confusion creates opportunity necessity to
work together and provide leadership
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What are HR Folks to Do? How to Work with the
Changing Media Marketing Department?
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5 Steps to Partner with Marketing

• Marketing needs to treat recruiting talent as
  if they were marketing the companys product.
• Provide data, provide anecdotes on business
  case
• Leverage your knowledge of technology tools to
  integrate with marketing and brand building
• Hold them accountable as they would you
• Accept/ Embrace their DNA and leverage to your
  advantage

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Marketing needs to treat recruiting talent as if
they were marketing the companys product.
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• Marketing spends much time on analytics, message,
  tactics, creative media to market the companys
  product to generate revenue create the brand
• HR suggesting or asking to integrate the same
  brand strategy and creativity to recruit and
  retain talent should be embraced
• Imagine the power of the tactics, creativity and
  energy if the mindset of marketing was changed
• But how do you get marketing to commit the
  resources?

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Provide data, provide anecdotes on business case
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• Work with and feed marketing the data on the war
  for talent
• future of skilled workers, competitiveness, the
  need to fill the open FTEs
• Illustrate the need for better marketing thru
  data you already have
• ATS number of resumes, of unqualified,
  strategy to work with passive candidates
• Career Site- number of visits, hits, lack of
  stickiness of job applicants
• Communication strategy and marketing to passive
  candidates
• The need to market is real
• Based on over 40,000 resume web locations growing
  to 100,000 in 4 years to attract, engage, build
  relationships with passive and active candidates
  on-line
• Once the data tells the urgent story for talent
  acquisition, a plan needs to be developed

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Leverage your knowledge of technology tools to
integrate into marketing
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• Why are these tools important for you?

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Educating the marketing team of all the online
push technology tools and aggregators will
provide insight

• Bring a tool box to the marketing team
• Bringing so many tools to a marketers table will
  provide creditability
• Their eyes will be opened to other opportunities
  to help develop a marketing plan beyond just the
  career site and advertising
• Because marketers are typically early adopters of
  technology, they will embrace partnerships or
  even leverage online technology tools for
  marketing and recruiting
• Integrating and leveraging tools as a recruitment
  and retention strategy is a proven best practice
  in marketing

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Hold them accountable as they would you
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• The toughest of all, marketing is held
  accountable everyday for various internal
  metrics. Now is the time for HR to be on their
  dashboard
• A metric for marketing to talent needs to be
  established
• Develop (together) key deliverables, results,
  measurable actions and measurable outcomes for
  each quarter
• If marketing can help with a clear impact on
  talent acquisition both groups win (However
  marketing will be better at internal spin)
• Accountability can be shared and expected but the
  push back will be evident and strong

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Accept/ Embrace their DNA and leverage to your
advantage
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• You know the differences, the personality
  challenges, the risks but they can be leveraged
• Talent acquisition is or will be the 1 issue
  facing the organization over the next 5 years
• The data is there for you to feed
• Treat and interact with marketing as if you were
  recruiting a candidate for your company
• Even though marketing is vastly different in
  personality DNA than HR Professionals, the
  shared goals can be aligned

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5 steps can lead to a more productive, engaged
marketing organization to support HR Recruiting
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Thank You sbisceglia_at_talentdrive.com