8MARCH 2024IN MY OPINIONIt is very common to hear that there must be a close relationship between the Sales department and the Marketing area. Companies are committed to create a team with constant feedback between these two areas and it is very common to have meetings, workshops, events, etcetera, to align the expectations and objectives. It seems that this gap is getting smaller, and organizations now have a symbiotic scenario where Sales and Marketing are not only co-workers, but friends.The result? A beautiful communication and marketing strategy where everyone is aligned... but perhaps no one has realized that there is a part of the organization that was left out and that, without it, unfortunately the strategy can be seriously compromised. How much? Difficult to say, but maybe will be too late for some companies. The effect of exclusion of the most human area of the companyLet's get to the point, how much can the Human Resources department help or hurt the brand?I remember one family day event that Human Resources organized. The company had recently obtained a certificate for its sustainability practices in the use of plastic, but what was the surprise that upon arrival all attendees were greeted with plastic bottles without the recycled certification. The surprise did not end there, the food supplier was using a competitor's products.By Felipe Sanchez Lopez, Sr Marketing Manager, Grupo ImperquimiaMARKETING AND SALES, OK... BUT MARKETING AND HUMAN RESOURCES?Yes, probably the biggest area of opportunity was communication, but I saw a bigger problem: Marketing had not involved the organization in its strategy, perhaps they failed to think that Human Resources is one of the main generators of brand ambassadors.And this process starts even before hiring.Recruitment, the first contact for brand building.Many recruiters forget that candidates are also consumers. Factors such as canceling interviews, disappearing during the process, not sending a thank you email, have an impact on the perception of the company. Possibly that candidate the next time he is in Felipe Sanchez Lopez
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