Show Them the Money Marketing HR Services to Other Managers
Show Them the Money Marketing HR Services to Other Managers
Within most corporate environments there is a focus on achieving tangible results. Internal activities that support the achievement of results, but do not produce results directly, are often overlooked and undervalued. The Human Resource (HR) function can often be caught in this situation. As an HR professional how do you ensure other managers appreciate your contribution?
From a marketing perspective it is important to accept the adage "perception IS reality". The issue of perception is always relative, and the customer is always right (because it is their perception that matters).
Customer groups for a human resources manager may be as varied as trainees, executives, board members, employee representatives and general staff. It is important to recognise the different needs of each customer group and manage their expectations and perceptions.
It is a fact of corporate life that 'getting the numbers' is important. Managers accept this and often judge corporate activities by how they contribute towards achieving business objectives.
How many HR practitioners can identify the "real business problems" that are being targeted by their activities? Are these problems important to senior management? Can you quantify the results? HR services will be more highly valued when they can clearly demonstrate a meaningful contribution towards 'getting the numbers'.
In a former role I was fortunate to have an experienced staff trainer reporting to me. Let's call her Sue. One day Sue approached me with concerns about the perception other managers held about the value she was providing to the organisation. Sue had trained hundreds of company personnel and customer's retail staff but still could not articulate how her activities related to achieving the companies objectives. This doubt had started to affect her own perception of her services and adversely impact her self-esteem.
After some discussion I helped Sue develop a simple model that could show - in dollars - the positive compounding effects of her training sessions. Sue then had some real answers to those who questioned the value of her services.
An important element of marketing your work as an HR practitioner is to realise you must effectively communicate the benefits of your work in terms other managers can relate to. This really means selling HR to the organisation. A regular positive message will help position your services in the 'must have' category for senior managers.
And remember… selling is not a dirty word, it is a communication process.
How do you sell HR?
Here are some easy steps:
1) First understand the needs of your customers - in this instance the management team in your organisation. Gain an understanding of their business objectives and the pressures they face.
2) Prioritise their needs and determine how your services help them. Why and when do they need your services?
3) Determine how you can communicate with them. Different circumstances will require different methods. For example, use the monthly management meeting to explain the correlation between good HR practices and the achievement of corporate objectives. Be specific.
4) Be prepared to answer objections to your 'good news stories'. Some managers may need additional information to accept the impacts you present. Cite results, case studies and statistics that relate to achieving specific objectives.
5) Follow up with members of the management team to ask for their comments on how they are benefiting from HR services. Get their perspective. Be proactive in helping them achieve their goals.
"Ultimately your organisation wants you to add value. By involving your executives in the process of change and gaining their commitment to implement your HR initiatives, you will better serve your executives, your organisation and the entire HR function."2
Show Them the Money Marketing HR Services to Other Managers - To learn more about this author, visit Stuart Ayling's Website.
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HR systems only have a systematic impact on the bottom line when they are embedded in a firms management infrastructure and help it solve real business problems."1
Within most corporate environments there is a focus on achieving tangible results. Internal activities that support the achievement of results, but do not produce results directly, are often overlooked and undervalued. The Human Resource (HR) function can often be caught in this situation. As an HR professional how do you ensure other managers appreciate your contribution?
From a marketing perspective it is important to accept the adage "perception IS reality". The issue of perception is always relative, and the customer is always right (because it is their perception that matters).
Customer groups for a human resources manager may be as varied as trainees, executives, board members, employee representatives and general staff. It is important to recognise the different needs of each customer group and manage their expectations and perceptions.
It is a fact of corporate life that 'getting the numbers' is important. Managers accept this and often judge corporate activities by how they contribute towards achieving business objectives.
How many HR practitioners can identify the "real business problems" that are being targeted by their activities? Are these problems important to senior management? Can you quantify the results? HR services will be more highly valued when they can clearly demonstrate a meaningful contribution towards 'getting the numbers'.
In a former role I was fortunate to have an experienced staff trainer reporting to me. Let's call her Sue. One day Sue approached me with concerns about the perception other managers held about the value she was providing to the organisation. Sue had trained hundreds of company personnel and customer's retail staff but still could not articulate how her activities related to achieving the companies objectives. This doubt had started to affect her own perception of her services and adversely impact her self-esteem.
After some discussion I helped Sue develop a simple model that could show - in dollars - the positive compounding effects of her training sessions. Sue then had some real answers to those who questioned the value of her services.
An important element of marketing your work as an HR practitioner is to realise you must effectively communicate the benefits of your work in terms other managers can relate to. This really means selling HR to the organisation. A regular positive message will help position your services in the 'must have' category for senior managers.
And remember… selling is not a dirty word, it is a communication process.
How do you sell HR?
Here are some easy steps:
1) First understand the needs of your customers - in this instance the management team in your organisation. Gain an understanding of their business objectives and the pressures they face.
2) Prioritise their needs and determine how your services help them. Why and when do they need your services?
3) Determine how you can communicate with them. Different circumstances will require different methods. For example, use the monthly management meeting to explain the correlation between good HR practices and the achievement of corporate objectives. Be specific.
4) Be prepared to answer objections to your 'good news stories'. Some managers may need additional information to accept the impacts you present. Cite results, case studies and statistics that relate to achieving specific objectives.
5) Follow up with members of the management team to ask for their comments on how they are benefiting from HR services. Get their perspective. Be proactive in helping them achieve their goals.
"Ultimately your organisation wants you to add value. By involving your executives in the process of change and gaining their commitment to implement your HR initiatives, you will better serve your executives, your organisation and the entire HR function."2
Show Them the Money Marketing HR Services to Other Managers - To learn more about this author, visit Stuart Ayling's Website.
Like this article? Share it with your friends
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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