for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
This story was originally published on our sister site, WorkLife.
Traditionally, HR and marketing operated in silos, with HR focused on responsibilities like recruitment, compliance and employee well-being while marketing was concerned with functions such as brand promotion and customer engagement.
But a highly competitive job market and the rise of employer branding have necessitated a closer collaboration between the two. This, as companies have come to see their employees as the ultimate brand ambassadors — something that requires consistent, strategic messaging internally and externally.
“Marketing is the connector, really, for the entire organization,” says Richard Maclachlan, who was recently appointed CMO at Workhuman, which provides cloud-based software solutions to help organizations build and improve their culture.
Maclachlan believes there is a generally broader understanding of the CMO role as integral to the overall business strategies of companies, not just marketing.
Read the full story.
More in Marketing
The promise and threat of AI, as understood through the eyes of Possible
Nielsen’s Peter Naylor, Multilocal’s Fern Potter and Crossmedia’s Kamran Asghar shared their learnings and teachings coming out of the Possible conference in Miami.
‘The bridge between intuition and ROI’: The M&A race to own advertising’s last unmeasured lever
The ad industry’s hottest M&A target isn’t what you think.
CMOs continue their uphill climb in the eyes of their CEOs: Boathouse study
Where 68% of CMOs are seen as actively contributing to strategy and strategic decisions, only 8% are perceived as actually leading it.