Newmeasures: Insights for an exceptional workforce
In this guest post, Amy Pagett of HR Insight Consulting explores how HR and Marketing can join forces to create authentic, people-first brand experiences that draw candidates in and inspire employees to stay. Discover why this powerful partnership is essential for building a workplace people genuinely want to be part of.
When we think of employer branding, it’s easy to assume it’s HR’s domain. After all, HR handles recruitment, engagement, and everything in between. But the truth is, creating a compelling and consistent employer brand doesn’t belong to just one department, it’s a shared effort. And the most powerful brands? They’re the ones where HR and Marketing are fully in sync.
Let’s break down why this partnership matters and how it can lead to better outcomes for both your current employees and the people you haven’t hired yet.
WHY THIS PARTNERSHIP WORKS
HR knows people. Marketing knows how to reach them.
HR has deep insights into employee needs, values, and pain points. Marketing brings the skills to turn those insights into messaging that’s clear, engaging, and on-brand. When they collaborate, your job postings don’t just list responsibilities, they tell a story. Your careers page doesn’t just check a box—it becomes an invitation.
A strong employer brand does more than attract talent.
It retains great people. It makes your team proud to work there. It builds trust inside and out. In fact, companies with strong employer brands see 50% lower hiring costs and 28% lower turnover, according to LinkedIn. That’s not fluff—that’s business impact.
HOW TO MAKE IT HAPPEN
A successful HR + Marketing collaboration doesn’t have to be complicated. Here’s a five-step roadmap that works:
1. Align your goals.
What do you want your employer brand to achieve? More qualified applicants? Greater employee pride? Start with shared targets.
2. Define roles clearly.
HR brings the voice of the employee. Marketing brings the voice of the brand. You need both to speak in harmony.
3. Create joint campaigns.
Think employee spotlights, day-in-the-life videos, or a refreshed careers site. Real stories told well go a long way.
4. Communicate regularly.
Check in often to stay aligned on messaging and measure progress.
5. Measure, adjust, repeat.
Use data such as application quality, engagement on social posts, and employee feedback to understand what’s working and refine your approach over time.
DON'T FORGET THE (MOST IMPORTANT) PEOPLE IN THE MIDDLE
The most overlooked, and arguably most influential, audience for employer branding is your current employees. They’re not just passive recipients of your brand; they’re living it, shaping it, and sharing it, every day.
“Word-of-mouth” isn’t just a marketing concept aimed at customers. It’s happening inside your company, whether you’re steering the message or not. Conversations in the break room, posts on LinkedIn, employee reviews on Glassdoor all contribute to the story of what it’s like to work for you.
That means your employer brand is being built with or without you. So why not grab hold of the narrative?
When HR and Marketing team up to create authentic, employee-driven content—and when your people feel seen and heard—they become your best (and most cost-effective) brand ambassadors. Their voices add credibility that polished campaigns can’t manufacture. Their stories bring your culture to life. And when employees advocate for your brand, you’re not just shaping perception, you’re building culture with real business impact.
FINAL THOUGHT
If you remember one thing from this post, let it be this:
Your employer brand is what people say about working at your company when you're not in the room.
So why not give them something great to say? Start the conversation. Team up. Build a brand that reflects the real experience of working at your organization—one your people are proud to share.
About HR Insight Consulting
HR Insight Consulting is led by Amy Pagett, SPHR—a fractional HR leader and strategic advisor helping small and growing businesses build strong, scalable people foundations. Amy partners with organizations to develop employer branding strategies that attract and retain employees who align with their values, culture, and long-term goals. Her approach is grounded, practical, and designed to connect talent efforts directly to business impact.
If you’re looking to stand out in a competitive talent market and build a brand that resonates with the right candidates, reach out to Amy at amy@hrinsightconsulting.com.