style="color: rgb(56, 56, 56); font-family: Georgia, 'Times New Roman', Times, serif; letter-spacing: normal; line-height: 23px; text-align: left; "> Marketing as we know is going through a dramatic 'shift.' The internet and social media is about to go to college ...and as we know most people start entertaining the idea of marriage about this same time. Companies are scrambling to take what was a single eloquently crafted message that was delivered to millions and change it into several thousand authentically crafted messages delivered a couple thousand at a time. Recruiting is no different. Just like in marketing, social media has massively impacted recruiting. I have not seen a physical resume on my desk in several years, more and more candidates are using their Linkedin profiles as their pseudo resume, and candidates can now visible see second and third degree connections into an employer of choice via a number of online communities and clever smart phone apps.
So what does this mean? Marketing and Recruiting should really consider getting together ...here is why:
They do life separately
When your relationship is casual, you maintain your own places. Marketing lives in a cute sublet, and recruiting lives in a downtown loft. They don’t share anything, and they spend time separately. Marketing has girls’ night out and Recruiting has poker night with the guys. Their communication is sporadic at best, and it's obvious they just aren’t on the same page.
They Don’t Share Finances
When Recruiting and Marketing are just in the dating phase, they don’t pool their money. They don’t share expenses, and they don’t leverage economies of scale. For instance, they both pay their own rent and utilities, and they don’t have any family memberships at the gym. Let’s face it: they are wasting a lot of money because they don’t work together.
They Sound Different
While Marketing and Recruiting are just dating, they don’t sound as if they are on the same page. When I talk to Marketing, she tells me one story, and when I talk to Recruiting, I hear something completely different. Marketing is always interrupting me with her advertising speak, and Recruiting is constantly talking reactionary based on getting "hires" and “budget” that. This is a big challenge for the people around them, especially the people they want to be close to: Candidates and New Customers...oh wait...could those be the same people?
They Don’t Complement Each Other
Before they commit, Marketing and Recruiting's' personalities are totally different. Recruiting is pushy, and Marketing tries to show me how smart she is. She has all the answers. And then there are the spats. Marketing thinks Recruiting is the problem and Recruiting thinks Marketing is the problem. They really need to be a team if they want to achieve their lifelong goals.
5 Reasons Marketing and Recruiting Should Tie the Knot
If Marketing and Recruiting got married, it would transform them from two individuals -- Recruiting and Marketing -- into one family, also known as the Growth Department. Think about it; what if they worked together as a single unit; as a team? Here's what would happen:
1. Matched Messaging: What if Marketing and Recruiting said the same thing? What if their approach was aligned, educating, helping, advising, and counseling all the way through the life cycle? The Recruiting presentation would match the messaging on the website. The Recruiters would be providing educational content and nurturing their candidates, helping passive candidates feel excited and confident about joining your company.
2. Return-on-Investment: What if they pooled their money? They could accomplish so much more. They would eliminate the unproductive things they did like traditional advertising, trade shows, and costly golf outings, and instead focus on the highest return activities like websites, email campaigns, lead nurturing, content creation, and social media management. They might even get on a budget and take their talent attraction to elite levels using a team like PeopleOps to galvanize their efforts.
3. Integration: What if they lived together, working on challenges and focusing on the single task: getting results? They would understand each other so much better and be a tightly knit, integrated team. Just think about the potential.
4. Content Collaboration: If they tied the knot, they could do things together like create educational videos that highlighted the hiring manager's so when they finally met their candidates, the candidates already felt like they knew them, liked them, and trusted them. What a warm, friendly feeling that would leave with potential new hires.
5. Aligned Goals: Most importantly, if they were committed to each other, their goals would be aligned. Their hopes and dreams would now be one. Their Growth department would grow into the Growth Machine their parents hoped and dreamed of when they started their own families.
While this marriage analogy is cute and I hope it got you to chuckle, this is becoming the new model in businesses of all sizes. The Growth Department is an aligned model where recruiting and marketing are a single team working together to drive one single measure: growth. Are your marketing and recruiting teams happily married? What benefits have you experienced from having successfully aligned marketing and recruiting departments?
Image Credit: jmscottIMD This blog was a colorful adaptation to a guest post written by Michael Lieberman, cofounder and president of Square 2 Marketing.