Randy McDanielsPresident

Melanie Long MSMHR,Organizational Development and Human Resource Consultant, McDaniels Marketing

• What purpose is there in collaborating with HR?

• What affect does employee engagement have on Marketing?

• How can you implement these changes into your organization?

• Success Stories

• Employment Branding

Marketing Delivers

• We are surrounded by brands

• Organizations work hard to create a brand that is differentiated from the rest

• That Brand Promise resonates, heightening expectations

• $$$ spent communicating these messages

Human Resources Supports

• Establishing and building internal talent

• Developing commitment from employees

• Alignment to the external message

Building Better Bridges Between Marketing and HR

• Proactive Communication

• Recruitment• Training• Reward and

Recognition Programs

• HR has the tool kit that determines whether that brand promise is affirmed in the hearts and minds of the customer…

– Or renounced by disappointing service delivery

• Creates Brand Ambassadors

• Marketing and PR can play a role too.

Current Situation

The Current Market Environment Creates:

– Fading employee engagement

– Apathy

– Retention and Talent Shortages

Orders are Given

Hire Better People!

Create Better Ads!

Put up a Billboard!

• We are all doing more with less. • We tend to function within our own departments:

⁻ Speaking different languages⁻ With different agendas⁻ And even different processes!⁻ Often times there is little appreciation for

each other’s roles and capabilities in aligning the external and internal brand.

Operations

Marketing

Human Resources

The new and more effective approach gets rid of the silos and offers more collaboration!

Teaming Marketing’s brand

messaging with HR’s internal perspective

When the focus is placed on strengthening the brand from the inside out, brand promises are delivered more consistently and effectively.

A win-win strategy

Embracing ownership of employee engagement as a team is a win-win strategy.

The best offense in a competitive market is a strong employment brand

the perception of your organization as an employer and the value employees gain from working there…

Defines your Employment

What Can Marketing Do for HR?

• Collaborate

• Develop and sustain an employment brand strategy

• Develop clear and attractive messaging

• Supported by strong and lively values

The challenge of an employer is not to train human resources in branding but to attempt a rare unification between marketing and human resources. Organizations that can unite these two departments behind the power of brand will win the war of better talent.

M Ritson, ‘Marketing and HR collaborate to Harness employer brand power.’ –Marketing UK(2002)

Prepare for the Journey

• Gather support of leadership

• Establish a strong project team

– Conceptual agreement

– Aligning with current culture

– Aligning with organizational goals and objectives

Who Remembers Your Brand?Employees need to believe in the brand within their organization in

order to go above and beyond.

Successful Internal Marketing

Seeks first to understand the culture of the organization, and then create human resource strategies that will intrinsically motivate the people toward goal achievement.

The End-GameDiscovering and creating from the core ignites momentum and empowers employees to deliver the mission, vision and values impacting patient satisfaction.

The Field Investigation

• Identify level of engagement

–Gather and Analyze

– Engage with Patients and Physicians

–Observation of employee behaviors

–Gather new employee’s initial perception and again after beginning to work at your organization

Collect, Inspect, Analyze and Gauge

• Now, state your organizational purpose.

• Do the results of the investigation align?

• How can we improve communication internally?

How can we tell a compelling story and create a movement within the organization that will deliver an exceptional brand to our prospective customers? It begins with your people…

Use the Data to Your Advantage

Results of the field investigation allow you to:

• Leverage organizational strengths

• Recognize best practices

• Launch internal marketing

– develop a theme

– create motivating messages

• Establish an innovative Rewards & Recognition program

Rewards & Recognition ProgramsPerformance Excellence at Eisenhower is driven by five teams that consist of employees and members of the Executive Leadership Team. The five teams concentrate their efforts on meeting the Performance Excellence goals in Communications, Leadership Development, Patient Loyalty, Physician Loyalty and Rewards and Recognition. Each team maintains ongoing programs to reward and recognize the achievements of the staff of Eisenhower Medical Center.

End Result

Aligned employees

You create a service culture by first letting employees experience being served.

What HR Can Do For Marketing?

• Knowledge Sharing

• Job Alignment

• Conduct Job Analysis

• Accurate Job Descriptions

• Consistent Performance Measures

• Performance Reviews (accurate and timely)

• Corrective Action

• Training and Development

Market Your Employment Brand

Clearly position your organization on the job market.

Such as…

Every LifeMatters

Capturing Your Employment Brand

http://vimeo.com/41264553

This is Zendesk

Check it out

WHAT AN EMPLOYER BRAND CAN DELIVER

• Platform for communicating with current and prospective employees

• Litmus test for organizational action and behavior • Filters out poor fits • Less leave for wrong reasons/more leave for right

reasons • Helps potential and current employees answer: • Where am I going? • What am I part of? greatplacetowork.com

WHAT AN EMPLOYER BRAND CAN DELIVER

POSSIBLE BENEFITS

• An effective employer brand and positioning in the talent market

• A roadmap for delivering the brand promise • Better employee retention • A committed, motivated and enthusiastic

workforce leading to a more spirited ownership of all organizational initiatives

greatplacetowork.com

WHAT AN EMPLOYER BRAND CAN DELIVER

POSSIBLE BENEFITS

• Greater bonding between the management and employees and therefore ability to draw out the best in each other

• Climate of trust and confidence amongst the employees leading to greater comfort and therefore greater productivity

• Improved sense of belongingness at junior levels greatplacetowork.com

Success!

Randy McDanielsrmcdaniels@mcdmarketing.com

Melanie Longmlong@mcdmarketing.com

Thank You!

866-431-4230www.powerinternal.com

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