COOPERATION BETWEEN THE HR- AND THE MARKETING DEPARTMENTS

Abstract

The purpose of the work is to identify the main ways of cooperation between the HR-department and the marketing department and to develop recommendations for improving the efficiency of the company, which will be based on such cooperation. We identified the processes and methods of enterprise management that actively use marketing in their own practice. We investigated theoretical approaches and practical directions of definition of ways of cooperation of human resources and marketing departments. These issues focused on increase of economic efficiency of the enterprise from the work with recruiters, personnel, and consumers. We determined that HR-management and marketing have gone beyond their competencies. The large number of international firms is a clear example of effective cooperation between these two departments. It is important to understand that the brand has a direct impact on both customers and candidates. In this case, there is an urgent need for cooperation between the human resources department and marketers to increase the efficiency of hiring and retaining existing employees. In today’s world, effective HR-marketing is much more than just attractive job postings or caring about a good work environment. The highest goal of HR-marketing is to increase the attractiveness of the company as an employer. This means that the company intends to positively distinguish itself as a brand from the competition, i.e., HR-marketing is strongly associated with the term branding of employers. Its manifestations are best seen in all activities related to the management of the company’s personnel - from the recruitment and selection stage to the care of employees associated with the company, and the support of high-potential people in the organization. This requires long-term consistent action. However, the benefits of well-established staff marketing heavily outweigh the costs of implementing it. The way to transform new employees of the company into professionals who can increase the efficiency of its work, as the attraction of previous experience as customers, and its transformation through meeting customer demand.

Keywords

• corporate social responsibility
• marketing
• branding
• corporate culture
• hr
• hr-department
• marketing department
• hiring
• economic efficiency