It’s Time to Partner With HR

July 29, 2022

Traditionally, human resources and marketing are two distinct departments within any organization. However, there’s a growing need for both teams to collaborate and work together.

Why partner with HR? It’s simple: Your HR team is tired. They’re writing job descriptions, interviewing candidates, and trying to fill vacancies, but there’s only so much they can do in a 40-hour workweek. That’s where marketing can save the day.

That’s right: Marketing is more than sales and revenue. Recruitment marketing generates a greater return on investment, helping you grow your team, company culture, and long-term success. Without qualified employees to make a company the best it can be, it won’t matter how amazing your products or services are.

At the end of the day, good things come when companies encourage collaboration between departments. When your employees share their expertise and unite around a common goal, you’ll take one step closer to winning the war for talent.

So, how can you bring marketing and HR together to pack a powerful one-two punch in your recruitment marketing efforts?



Where Do Marketing and HR Come Together?

Marketing communicates with the customer. It’s responsible for advertising, design, branding, social media, press releases, and other marketing materials. Meanwhile, HR communicates with employees. It’s responsible for job descriptions, policies, onboarding, and conflict resolution.

However, the lines between marketing and HR are fading. After all, both departments have the same objectives—they just communicate to different audiences. Marketing manages the company’s brand, while HR takes care of the employer branding. Now, it’s time to bridge the gap and create a holistic branding strategy.



How Can Collaboration Amplify Your Recruitment Strategy?

When HR and marketing collaborate, it’s easier for organizations to stand out in an oversaturated market. And with the right strategy, your employer brand can be the most valuable asset in your recruitment toolbox. It drives brand awareness, makes your brand instantly recognizable, and communicates your company culture. 

Sounds simple enough, right? Here’s why you need a strong partnership to take your recruitment marketing to the next level.

  • You need a consistent brand. First things first: Company branding and employer branding are two sides of the same coin. You don’t want to fill your company’s Twitter page with conversational tweets, emojis, and hashtags when your recruitment account is strictly professional. That’s where marketing can bring years of expertise to the table. When you craft a consistent branding strategy, you’ll build credibility and trust with prospective candidates—and that might just be the extra push they need to apply.
  • Recruitment success requires a marketing mindset. From buyer personas to customer data, marketing leverages tools to strategically guide customers through the sales funnel. Now, it’s time to make those tools work for recruitment marketing. By tapping into the right data, marketing can strategically attract top talent for certain positions, write tailored job descriptions, and create detailed candidate personas.
  • Employee retention is essential. You’re pouring time, money, and resources into hiring the right candidates, and you don’t want to repeat the process over and over again because you can’t combat high churn. When you communicate consistent internal messages to existing employees, you’ll gain trust and boost loyalty. At the same time, marketing collaterals and forward-facing sentiments can highlight value internally and externally—all while creating a sense of transparency in the workplace.



How to Streamline Cross-Team Collaboration

No matter what your long-term recruitment goals look like, partnering with HR can help build strong brand awareness, deliver a top-notch candidate experience, and effectively communicate your company’s values. Here’s how to get started.


1. Define Your Ideal Candidate Persona

You already know that competition for top talent is tighter than ever. It’s not enough to just post a generic job description and hope for applications to come rolling in. Instead, recruiters need to take a proactive approach to find the perfect hire—or risk losing their ideal candidates to the competition.

That’s where your ideal candidate persona can guide your recruitment marketing efforts. In a nutshell, a candidate persona is a fictional profile of your top pick. It’s similar to the buyer personas that your marketing team uses to target potential customers. Your candidate persona leverages hiring trends, industry research, and recruitment data to get inside the minds of your ideal candidates.

But where do you start?

When marketers create buyer personas, they consult customer data and market research. HR needs to take a similar approach, but instead of looking at customer data, they need to harness data surrounding successful hires and job placements.

With the right marketing expertise and skills at their disposal, HR can go beyond the basics. That means diving into your ideal candidate’s pain points, questions, job preferences, communication methods, and more. After all, actionable personas are based on real data—not gut feelings.

The right candidate persona can help you write highly personalized job descriptions, target candidates with ultra-relevant social media posts, and reduce your time to hire. You’ll know exactly who you’re talking to, where they are, and how to capture their attention.


2. Drive External and Internal Awareness

What’s the secret to successful recruitment marketing? You need to meet your ideal candidates where they already are—on social media. To highlight your employer brand, you need more than just company-branded pages. Your marketing and HR team’s individual profiles can add a personal touch to the recruitment process while communicating with potential candidates and clients. Win-win!

Wondering how to get your marketing and HR teams on board? One word: incentives.

If an employee is doing a great job driving applications, HR can suggest them to the marketing team. Then, marketing can highlight their achievements on social media, in email newsletters, or on your website’s “Careers” page.

If your budget allows, you can offer gift cards, company merch, or extra PTO to sweeten the deal. It might seem like a simple strategy, but it can make all the difference in motivating your workforce and building trust with potential candidates. Plus, it’s one of the best ways to set your company apart from your biggest rivals.


3. Align Company and Employer Brand Messaging

Your recruitment strategy won’t get far without brand consistency. That’s right: your brand is about so much more than your logo, website, products, and services. It’s the sum of what people think of you, so you can’t afford to send mixed messages.

Of course, building a strong brand identity—complete with consistent messaging—isn’t going to happen overnight.

First, you’ll need to audit your brands to identify your current communication strategy. Then, you’ll need to spend some time researching, planning, and communicating across marketing and HR to pin down the perfect strategy.

Need help carving the path forward? Don’t worry, we’re here to help. Here are some tips to align your company and employer brands so you can hit the ground running.

  • Make branding guidelines easily accessible to both teams. Your branding guidelines outline how your brand communicates with the world. They include your visual (think: logo, typeface, color scheme) and narrative (tone, voice, brand positioning). Your branding elements should always be reflected in your marketing and recruitment collateral, including your job descriptions, brand story, and mission statement.
  • Define your company’s value proposition. Arguably, the most important overlap between HR and marketing is their joint responsibility to develop (and market) the company’s values. Most organizations operate based on a set of core values—whether that’s transparency, diversity, or innovation. Both your company’s value proposition and your employer value proposition (EVP) should communicate these values.
  • Don’t forget about visuals. Visual content is an essential element of your communication strategy. It’s the tool you need to spark your audience’s curiosity, grab their attention, and keep them coming back for more. By following a unified approach across every touchpoint, you’ll establish an instantly recognizable visual identity that keeps your brand top of mind. 


And remember: consistent messaging shouldn’t end with your external communications.

Just like you’re speaking to customers or candidates, messaging within the company needs to be clear and consistent. To keep everyone on the same page, avoid jargon or technical terms in employee communications. Not everyone in your company will have the same technical vocabulary, especially across departments.


Take Your Recruitment Strategy to the Next Level

When you encourage collaboration between HR and marketing, your organization can build a stronger brand than ever before. Sure, this partnership isn’t always easy to achieve, but it’s well worth the time and effort. At the end of the day, collaboration can help you build a stronger team and an ultra-powerful recruitment strategy.

When you’re ready to upgrade your recruitment strategy, we’re here to help. Download our self-audit checklist and schedule a discovery call with our team to craft the ultimate cross-team recruitment marketing plan.

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