The traditional rulebook says that Employee Engagement must sit with the Human Resources department whereas the Marketing team is the custodian of the corporate brand. But when the two become inevitably linked in the realm of Employer Branding, who takes charge?
The core of your Employer Brand is your people, both, current and potential and HR presumably understands them and their needs better. Marketing, on the other hand, is adept at getting the attention of prospects and making them gravitate towards your organisation. So, is a coalition, the need of the hour? We believe so. . .
We’ve seen a lot of designations doing the rounds on LinkedIn recently – Employer Brand (EB) Lead, Employer Brand Manager, Recruitment Marketing Lead and the like. From understanding the pulse of people, defining a differentiated value proposition, designing communication and finally going to market, will this ‘EB Manager’ be able to carry the mantle singlehandedly? It’s a herculean ask, don’t you think?
