I recently attended a breakfast launch of the ‘What Works Where in B2B Digital Marketing’ report from Omobono. I highly recommend downloading the full report for yourself.
A central theme to this year’s research was marketing and HR in the digital world, and specifically how ‘marketing is under threat from HR in its communications heartland’.
The report goes on to state that ‘with its unique positioning – speaking as employer and brand – HR has the most influential voice both internally and externally’.
Interestingly the breakfast panel discussed the possibility of HR and marketing becoming one department within organisations; helping to ensure that both employer brand and consumer brand are one of the same (HR-HD approach, as outlined in the report).
By taking an HR-HD approach, marketing can be left to focus on the delivery of tactical product campaigns based around the brand strategy devised and directed by HR.
It’s a brave route, but for me, one which makes huge sense. You can read more about why in this previous blog: Is your brand living up to expectation?
The question is, who will be bold enough?