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HR Can Use Martech to Boost Employee Engagement

Debbie Qaqish

​Just as martech can help marketers better reach consumers, HR can use the products to elicit a higher rate of response from company employees

One of the outcomes of companies adopting a customer-centric approach is a new view for​​ sharing technology across internal functions. Once the blinders are off, conversations about additional practical uses of technology can take place. One such example is marketing working with human resources and using the power of marketing automation to better engage with employees.

As marketing begins to transform from the pens and mugs department to a revenue contributor and partner, I advise marketers to create a cross-functional communication plan based on personas and launched from the marketing automation system. This allows them to see the digital body language of the stakeholders and to course correct through a variety of communication vehicles. Given the success of these programs, it makes sense to use the same strategy with HR. 

HR Struggles with Communication

OK, admit it: The last email you typically want to open is from HR. You are already buried in email and this just adds to the pile. Plus, you know it is a mass e-mail and you can look at it later. HR doesn’t know you, and how you respond or don’t respond represents their lack of knowledge.

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Debbie Qaqish, Ph.D., is principal partner and chief strategy officer of The Pedowitz Group. She manages global client relationships and leads the firm’s thought leadership initiatives. She has been helping B2B companies drive revenue growth for more than 35 years.