What HR can learn from marketing (Guest commentary)

Applying best marketing practices to acquiring and retaining employees
By Ken Wong
|Canadian HR Reporter|Last Updated: 01/24/2008

Marketing’s goal is to get customers to think of the organization as a preferred supplier of products or services. Once the product or service is sold, marketing’s goal shifts to retaining those customers and having them remain loyal over time.

Now try this: In the previous paragraph, substitute “employees” for “customers” and “careers” for “products or services.” Does that sound like a big HR issue these days?

The hallmark of ineffective marketing is an over-reliance on lowering prices to motivate customers. It also isn’t enough to have highly creative and cute advertising if there isn’t something of fundamental value backing up the promise.