Digital marketing tools are for HR professionals too

Digital marketing tools are for HR professionals too. New digital technologies enable greater integration and flexibility, allowing employees to have a greater share of voice and the ability to create their own work experiences. In the near future, such technologies will redefine how Human Resource professionals function. The digital enterprise helps them find out more about the people who work for them, or who want to work for them. Hence, like good marketers, future-ready HR professionals should understand their brand/ employee value proposition, target audience (21st century employees), frame of reference (competitive employers) and use digital marketing tools and techniques like employee social advocacy tools to disrupt the status quo. By enabling HR professionals to find where expertise is hidden in their organisation, the digital enterprise bridges the gap between subject matter experts and the teams across the organisation that need their expertise. Furthermore, digital technologies help HR professionals be proactive instead of reactive. For instance, social listening and analytics can help HR professionals track employee satisfaction and intervene when problems are still small.’ At HCL Technologies, we have leveraged digital technology in integrating marketing and HR practices. Examples include creating a digital candidate experience (“Farewell Day”) and implementation and a social advocacy tool that aims at engaging HCL’s workforce, with relevant brand-related content, as brand ambassadors for the company on social media. (Apurva Chamaria is Vice-President & Head, Corporate marketing - HCL Technologies)