Marketing Human Resources

Manager 1: We need to employee a new staff member.

Manager 2: OK, I’ll talk to the Marketing Department to get the job advertisement and selection process moving.”

Manager 1: “Don’t you mean the Human Resource (HR) Department?”

Manager 2: “No, Marketing!”

Traditionally the realm of the HR Department, the job advertising and selection process has been carried out without any thought for the secondary Marketing benefits, implications or side-effects that can be generated from an effectively or ineffectively managed process.

“The process should be thought of as an extension of a long-term, continuous Marketing campaign”, says Ché Kulhan, an independent Marketing Consultant. “Using effective positioning of the job advertisement off and online, coulourful and innovatively designed graphics to attract and capture the attention of potential applicants, and above all, to generate that elusive and free ‘word-of-mouth’ advertising.”

I am sure you have heard of many cases where a friend or acquaintance describes a recent interview, having left with hope and confidence, only to be left in the dark months later, when that inevitable mail finally puts their anxiousness and waiting to an end.

The company, having left the candidate without feedback or effectively communicating as to when he should expect a response, have lost the Marketing opportunity. In fact, they have probably done more harm than good, by leaving the candidate disheartened and despondent, with only negative things to say about the company.

A well-managed interview, considering the fundamentals of Marketing, can generate effective brand awareness and “word-of-mouth” advertising for the company.

Susan recently attended an interview with a well-known Gold Coast institution. Prior to the interview, she was asked what attracted her to the position.

“Initially it was due to the innovative online job advertisement. I thought to myself, if they can create such creative ads, imagine what else the company can do.”

After the interview, she was probed regarding her chances of success.

“I thought I went quite well”, she says. “I was extremely impressed by the structure of the interview, the quality of the questions and also by how they managed the entire interview process.”

She was told by the Manager that she could expect to hear back from them by the end of the week.

At the end of the week, as expected, she received that all-important phone call.

“I’m just calling to let you know”, began the voice, with Susan nervous and trembling, “that we are still progressing with this position and that you still have a chance. So just hang in there. We will give you a call back in a few days with the result and, if necessary, feedback.”

At this point, not only did Susan hold the interviewing company in high regard due to the management of the interview process, talking and discussing the opportunity with friends allowed her to promote the institution’s brand to friends and family, an effective and free “word-of-mouth” marketing technique.

What can happen now? Susan may or may not get the job. In the latter case, will she still hold the company in high regard and continue being an unconscious component of the company’s Marketing toolset?

The entire job selection process should be viewed as a long-term input to a company’s marketing campaign. The benefits of an effectively managed process can allow a company to generate brand awareness and that elusive “word-of-mouth” advertising.

If you would like to publish this article, please contact the author at:

Email: che_kulhan@hotmail.com

Copyright 2008