Is it time for Marketing and HR to merge in order to build the brand?

In a recent article, Sarwant Singh forecasts a year of "smarter" everything; AI, IoT, money, media, automobiles, phones and even robots. This is to be expected; after all, isn't this what the last decade was leading up to? Smarter is better. There is no dispute about that.

Smartcar

These days, the definition of smart continues to evolve. This is exciting for consumers. As employees or employers however, these changes are invigorating. We can live and work smarter, faster, more intelligently, and more easily.

Smartphones

Has this unending emergence of consumer-based-intelligence and information-based-automation, caused us to overlook one critical evolution that has been quietly brewing in the background? The convergence of Marketing and HR has happened!. And here is why it matters, and what we need to know about it.

In 2017 we acknowledge that the battle for brand and share-of-wallet has moved

No longer does it sit inside brick and mortar stores, or even inside the delivery boxes we have shipped to our homes. In 2017, a brand's strength will be based on the success of the customer experience it provides at every single digital and traditional touch-point. And guess what? This includes the branding experience that happens during the job search, application and interview process, handled by the Human Resources department

Every public facing document about your company is now a marketing statement. It reflects your brand. This means that HR and Marketing need to work closely together to define a collective brand success strategy.

In 2017, OTT (Over-the-Top) takes on new meaning 

OTT is the way companies deliver film and TV direct to the consumers (versus through the cable providers/terrestrial TV). OTT evolved in 2016 to encompass all types of content. We saw virtual reality enter the B2B marketplace in a powerful way. We witnessed automated-support impact just about every industry that a customer interacts with. Not only was Marketing impacted, but so were many jobs.

In 2017, the role of the employee will dramatically change, and with it, marketing value propositions will need to be redesigned using an OTT type of approach. This means HR and Marketing have a huge opportunity; join forces to redefine the USP and defensible aspects of the organization. And then, deliver them through every touch-point and channel (on and offline).

The HR/Marketing convergence is a critical element for continued success

As the world continues to evolve, the convergence of Marketing and HR becomes inevitable and powerful. Leaders in both areas can seize success and make 2017 a year of opportunity. Embracing convergence can enable clear definitions of their companies’ future impact. Think big. Think bold.

If you work in Marketing or HR, or are thinking of a career in either, this is your year! You can, and will make a difference to the success of your company. It all starts with a lunch meeting or by buying your counterpart a coffee and starting the conversation.

Be warned however, the potential of this convergence and integration is both exciting and addicting. But don't take my word for it, try them for yourself (and then start brainstorming).

By Jeanniey Mullen, Chief Marketing and Growth Officer, Digital Expert, Chairwoman, Women's Leadership Group.
Edited by ‘Dele Dele-Olukoju, Marketing Communication strategist and publisher of the online Marketing Communication Digest. He writes from Lagos, Nigeria. @deleolukoju +234 807 481 2389.