In my last blog I presented some compelling reasons for Marketing to own Internal Communications. In this blog I present some strong arguments as to why Human Resources (HR) should be entrusted with this area, as many believe should be the case.
Major arguments in favour of HR being at the helm of internal communications include:
- HR perceives internal communications as being primarily a 'people function' and as such places a higher priority in this area than other departments would.
- Marketing, because of its orientation, focuses on aspects such as target markets, segmentation, creativity and sales. HR, on the other hand plays a far more in-depth role by focussing on deeper issues such as legalities, compliance, satisfaction, training, morale and ensuring a high degree of staff retention, which is of significant importance to any organisation.
- Because of the way in which it is perceived, most staff members believe that HR is far more likely to champion their cause than marketing or others, which in turn creates and sustains more credibility and enhanced staff attitudes. This, in turn, often improves productivity to a significantly greater extent than would otherwise be the case.
- In addition, this may often enhance the tendency of employees to positively promote their organisation, especially if they are very satisfied with it and the organisation's brand values resonate with them.
- Employees are more likely to feel more comfortable responding to, and engaging with, HR in many areas including those they are unhappy with, including any aspect of their employment or when they want their grievances to be taken up with senior management on their behalf.
- HR is far better equipped than marketing, or other areas of an organisation, to holistically understand the overall goals and strategy of an organisation, and in this regard is better placed to create and communicate with staff across all dimensions.
- As regards the above, HR is far better placed to execute strategic and tactical communications and to deal with key issues such as change management.
- In addition, HR is more adapt at acting as agents for change, including rebranding and promoting even deeper cultural changes, as these occur over time.
- Placing internal communications in the hands of HR allows it to align this aspect with that part of the brand that specifically focuses on attracting quality new recruits into the organisation.
Having outlined the cases for both Marketing and HR to own the internal communications function, it is now time to assess the arguments, enter the debate, and decide which department you feel is best suited to this vital function.