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The line is blurred between marketing (organisational brand and reputation), and HR (attracting and retaining the best people) – having a strong, positive brand and reputation will make people want to work for you. One function shouldn’t be more important than the other since the customer should take precedence over everything.

It’s an obvious statement, but we all know that without customers there is no organisation. This holds true in the public sector and not-for-profit just as much as profit-driven businesses – it’s just how you define the word customer.

The ‘hire to retire’ process

The traditional function of marketing is ultimately to satisfy customer needs: understanding customer behaviour, and driving the strategy to increase sales, profitability and market share. The traditional function of HR is to support the business with all that is people-related. Often referred to as the employee lifecycle, it encompasses everything from recruitment and induction, employee engagement and retention, and learning and development to people exiting the organisation and everything in between. IBM calls it a ‘hire to retire’ process. Read the rest of this entry »

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