In this global recession, when millions have lost their jobs and are seeking new employment, how many times have you heard the complaint that people apply online for a job with a reputable global company and never hear back? They go to the website, submit their resume and it disappears into the bowels of the corporation with no way to track it or follow up on it. You are at the mercy of the global HR system!
Most job applicants in this situation react the same way as consumers who have become disillusioned and frustrated by poor service or failing products. Understandably, they do not hesitate to tell family and friends about their frustrating experience. Worse, in these days of social networking, they are sharing this experience in online networking groups. This paragraph should be sending shivers down the spine of any CMO reading it!
Most HR functions will argue that they are inundated with applications and have too few resources to respond. Contrast this, however, with the challenges that most CMO’s are facing in this depressed economy. Traditional marketing tools fail to deliver and CMO’s struggle to engage with influential consumers in key social networking groups.
Most social networking and media research indicates that peer recommended brands will be those that succeed in the future. This should be a time when Marketing joins sides with HR to ensure that they are fighting the same battle and not inadvertently creating “brand terrorists” of the future.
Tags: Digital HR, Digital Marketing, Digital World
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[...] One member of our audience last week commented on this ambiguity of trust between companies and employees. Over the last 20 years, corporations have increasingly been treating their employees as disposable assets to achieve quarterly results – so why would they show loyalty to or trust in the management of their company? The emergence of social networking and social media also means that employees can now express their grievances more openly – and to a far broader audience. Many corporations have not yet recognized that in today’s digital world dismissed or badly treated employees will become tomorrow’s “brand terrorists”. [...]