I wrote about the link between HR and Marketing in 2015 so perhaps I wasn't too far off the mark given this recent post by LinkedIn.
HR owns the employer brand. Marketing owns the company brand. Social media has blurred the lines between this ownership. Employees are looking for great places to work. Buyers want to deal with companies that are fully engaged as partners with their business.
The link between the two is transparency and authenticity. People (whether buyers or potential employees) are looking for an authentic experiences and the people best placed to deliver this, are your employees.
Employees are the authentic and credible voice of your brand. When you activate your workforce on social media, you put their brand in front of your logo. You bring their credibility to buyers. You bring their authenticity to potential candidates.
The link between HR and Marketing is brand but more than that, it's the "Employee Brand".
The connection between a company's consumer brand (the brand a business puts forward to potential customers) and employer brand (the brand it puts forward to potential employees) is growing rapidly. Research indicates that 81% of executives anticipate a strong connection between the two brands by 2020, according to the Universum 2020 Outlook: The State of Employer Branding. As this relationship deepens, it will become increasingly important for marketers to form a strong partnership with their talent acquisition colleagues. The good news is that, as you can see below, most already want to work more closely together: