FIVE INSIGHTS HR CAN GAIN FROM MARKETING
By Dr. David Weiss
The human resources profession has undergone major trans-formation
in the past decade, which has delivered much
greater value to organizations. HR departments have
become far more outcomes-focused and have advanced
their ability to meet the talent requirements needed to help their
organizations be successful now and in the future. What’s the next
stage for HR? How can HR continue to develop and mature? Is
there a best practice that HR can leverage to further define how it
could create value for its organization?
HR can further enhance its contribution to its organization by
utilizing practices and processes that are well developed in market-ing.
Here are five insights HR can gain from marketing to reach
for the next level of value.
HEAR THE VOICE OF THE EXTERNAL CUSTOMER
A major challenge for HR presented in my book, Leadership-
Driven HR (Wiley, 2013), was that HR needs to take an
“outside-in” perspective with a clear line of sight to the external
customer. Some HR professionals argue that they should not be
concerned with hearing the voice of the external customer since
HR’s work is within the organization and not with the external
customer. This argument is shortsighted and reinforces HR’s role
as an internal administrative service.
When HR takes an outside-in perspective, HR defines pri-orities
based on work that eventually delivers greater value to
the external customer. Although, how is that achieved if most
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HRPROFESSIONALNOW.CA ❚ CONFERENCE ISSUE 2019 ❚ 27