The marketing of human resources. How the role of human resources is incorporating more and more marketing elements into its policies and strategies

Abstract

The role of human resources has traditionally been criticised for being somewhat incapable of «selling», whether internally or externally, its actions and policies. Despite its many efforts to implement advanced plans that result in the welfare of workers and in the efficient operation of the company, the people management department is still perceived as a mere administrative body, if not as an industrial relations practitioner. The ever-growing need to increase the job satisfaction of employees and their engagement with the project, as well as how to attract and retain the best talent, is spurring human resources managers to look towards the concept of marketing, whether consciously or otherwise. This discipline can help them foster employer branding, enhance the scope of company policies and place value on the human resources role itself. Human resources has realised that it needs to incorporate a powerful emotional and image-related component into its operations, which is why it is beginning to import and mould various marketing techniques that will help it achieve greater efficiency in fulfilling goals.