Dive Brief:
- Far too often, at companies of all sizes -- whether they have 200 employees or 20,000 employees -- the chief marketing officer and chief human resources officer operate at arm's length, Ad Age reported in a recent article.
- Sometimes it may be due to differences of opinion, but more often than not, it's because they're quite simply different disciplines, operating with two completely different agendas, the article says.
- And that, writes author Greg Monaco, is what's entirely wrong with the picture.
Dive Insight:
In today's highly competitive business environment, HR must align with overall company branding to fight the massive talent war, Monaco writes. Marketing must leverage every last employee as a company advocate to the outside world. Operating in a vacuum won't drive excitement for an organization, but symbiosis will, he says.
He cites Apple as a company that has, among other things, a great history between brand and employee. From an employee engagement perspective, aligning brand and employee diminishes internal friction, because every last corner of the company acts with shared purpose, he writes.
He challenges CMOs to take the critical step to link marketing and HR. Likewise, HR needs to connect to marketing so that two-way relationship can benefit the company and the workforce.
