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Market the Value of HR

Curate tactics to effectively promote HR’s value and increase support among key audiences.

  • Non-HR employees are unaware of HR’s strategic contributions, with only 38% of non-HR respondents feeling HR is a partner in planning and executing the organizational strategy compared to 51% of HR respondents feeling the same way (McLean & Company 2024 HR Trends Survey, n=1,019 and 125 respectively).
  • This misalignment is further reinforced as the nature of HR’s value is more visible through long-term intangible benefits (e.g. value on investment), despite key audiences expecting short-term returns on investment.

Executive Summary

Critical Insight

  • Marketing HR’s value is not about sharing a list of what HR does. Through intentional selection of marketing tactics, HR is best positioned to showcase the meaningful impact of its work on the organization and reinforce positive perceptions across audiences.

Impact & Result

  • Identify key audiences and the meaningful and measurable impact HR has in meeting their needs to gain a deep understanding of how HR creates value.
  • Set goals and metrics for measuring the effectiveness of HR's marketing tactics.
  • Promote HR's value to each audience using segmented HR value propositions and tactics, monitoring and iterating as needed.

Research & Tools

1. Discover

Review the changing role of HR and need for marketing HR’s value.

2. Uncover

Identify HR’s audiences and craft segmented HR value proposition statements that articulate HR’s impact on each audience.

3. Promote

Select champions within each audience and tactics for reinforcing HR’s value.

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