Hmm, what could you not achieve across departments and push ahead in the company if it wasn't sometimes such annoying topics as different priorities and goals or even a wrangling of competencies. But let's be honest: In doing so — departments back or forth — we're actually all pulling together and working towards a common goal. Namely the success of our company. Or not? We all know that this usually works better in theory than in practice from our own everyday work and from what our customers tell us over and over again. That is why today we are calling for more cooperation and showing why marketing and people & culture teams in particular can benefit from great synergy effects.
Breaking out of old thought patterns
Conflicts between marketing and HR departments are unfortunately not uncommon. Somewhere between self-designed flyers for the recruiting fair and the marketing team's employer branding video not agreed with HR, a few tensions may have developed. In order to eliminate these, it is therefore necessary to identify potential for conflict, break out of old ways of thinking — and embark on new paths. Do the following classics also sound familiar to you?
Classic 1: “Marketing doesn't want us to create communication material ourselves, but rarely has time for ourselves!”
From career pages to digital employer branding campaigns to brochures for the recruiting fair. After marketing, the HR department is often one of the leaders when it comes to the quantity of communication materials. It goes without saying that you don't want to depend on colleagues from other departments for every single LinkedIn post or every update on the career page. Especially when it comes to spontaneous ideas and projects, you want to remain flexible. The problem is often that design skills, programs or simple things like the company font are missing on the computer. That brings us to point 2.
Classic 2: “When the People & Culture team produces communication material itself, it often doesn't fit the corporate identityI!”
That is probably the most common argument put forward by marketing. After all, it is the task of marketing experts to ensure that the company has a uniform appearance. This is because the marketing department has a particular eye on ensuring that the company is uniformly recognizable as the sender of the communication materials. Unfortunately, individual departments are turning into real bottlenecks as a result. Especially when complicated coordination processes become necessary or when designers are overwhelmed with numerous assignments from various specialist departments.
Classic 3: “The people team can't prove with figures why marketing should prioritize their projects!”
When it comes to bottlenecks, only one thing often helps: prioritizing projects. However, the HR department often lacks the relevant key figures from which priorities can be derived. This is often a problem that can only be solved with appropriate tools and with trusting cooperation between departments. From our customers who use talentsconnect's JobShop for their career site, we hear time and again how much the transparent overview of all relevant key figures has helped to facilitate collaboration between departments. This includes, for example, the analysis and evaluation of:
- Number of career page visitors
- Click paths and scroll depth on the career page
- actual application rate
Based on this data, recruiting teams can identify exactly what is working and what isn't. You can see whether the multimedia pages should be further expanded and which click paths may be too complicated. Overall, less is left out in the blue, but prioritized and planned based on data. On this basis, teams can make joint decisions better and more easily.
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“The job shop offers a great opportunity to place your own jobs in the company in a structured and orderly manner. This enables us to tailor our own marketing very individually, as well as to address our potential employees in a targeted manner.”
‍The Talentsconnect JobShop as an interface between HR and marketing?
We often hear from our customers that the JobShop works as an interface between departments. This involves making data-based decisions for changes on the career side or commissioning new videos or a photo shoot based on tangible insights. The JobShop also makes it easy to combine the best of all worlds: In a very short time and with manageable effort, an attractive and functional career page can be created with the JobShop. Many talentsconnect customers move their entire career area to a JobShop in just four weeks. In addition, a career page is being created that can be adapted to the desired look and feel of the company. Once this has been done, the recruiting team can make any desired changes themselves. This allows both marketing and HR departments to achieve the best results with minimal effort. The career page not only looks as the company imagined, but is also measurably optimized for applicants. In addition, it is very easy to edit and always optimize based on data. Digital recruiting of the future can be so easy — and it can be so nice to make optimal use of synergies between departments...
If you're curious now, just pay a visit our masterclasses - for example on the topics:
- Inspiring online employer branding 2022
- Talent acquisition as easy as online shopping?
- The Best Candidate Journeys 2022
- A comparison of the best career sites in Germany
- The best online recruiting strategy 2022
And if you'd rather get started right away, you can simply use a short demo book!
