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ERNIE, please use the form on the
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 Marketing
(May 23, 2001) In the 21st Century, Marketing is a personal
responsibility. This is the subtle message behind Fast Company magazine's
emphasis on "the Brand Named You". It is the ultimate meaning of the
catchphrase "1 to 1 Marketing". Since the web effectively makes most users
into publishers, this Marketing responsibility is deep and getting deeper.
As Recruiting evolves into an active Marketing discipline, the
question of how to retrain the traditional (and newcomer) professional
emerges quickly. If it is not on the corporate agenda before the decision
to use a JIB service, it follows almost immediately. Installing a JIB
product is a great way to quickly determine the effectiveness of a company
(or division) brand as an employment attractor. Often, the JIB emphasizes
the urgency for developing an Employment Branding strategy.
Although Marketing and Human Resources are terms that are not often
used in the same sentence, the future of HR is all about the application
of real Marketing discipline. From supply management to the intimate
branding of relationships with potential employees, Marketing has more to
offer HR Managers and professionals than traditional HR theory (which
assumes that there is abundance in the labor supply). Marketing, as a
discipline, is the art of managing supply and demand. HR historically is
devoted to simple administrative data processing and motivation. The labor
shortage defines the problem, the web provides a communications platform
and Marketing provides the real techniques and theoretical underpinnings.
Confronted with the fact that the Employment component of the
website is not producing an adequate candidate flow, the Recruiting
Manager faces the challenge of Website Traffic Development. Since few of
the people who work for vendors or represent them in the sales process
have any relevant experience in traffic development, the Recruiter is
often left to fend for him or herself.
The techniques of Website Traffic Development (covered thoroughly
in our 1999 Electronic Recruiting Index) range from standard Public
Relations tools (the press release and the publicity stunt), Web Page
submission to search engines, Job Description design and copywriting, key
word placement, link development, and other typical website Marketing
initiatives. As HR Departments develop competence in these tools, an
interesting perception emerges: the job of Employment Marketing is
distinct enough from other Marketing challenges to require specific local
expertise.
As a direct result, HR Departments are increasingly likely to have
a stable of marketing professionals within the function. As of the end of
2000, the notion is limited to fast growth startup companies. By 2005, the
idea that an HR Department must have its own Marketing function will be
conventional wisdom.
- John Sumser
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