Cascade marketing director speaks out

news article

Feb 15 2017

What can a HRD learn from a marketing director?

This questions forms the basis of the interview that our marketing director, Paul Sparkes, recently gave to HR Director, an online resource platform for senior HR practitioners.

Passionate about maintaining close collaboration between marketing and HR departments, Paul discussed his belief that the increasing velocity and magnitude of modern communication means that establishing strong inter-departmental relationships is vital for future business success.

He said: “People love to talk, especially following the explosion of social media. When organisations are thriving and employees’ conversations are based on positive commentary, this can be a huge asset to a brand. Much like customer advocacy, it can help to raise the profile, reputation and appeal of the business concerned, which will undoubtedly encourage workforce retention, the attraction of great talent and potentially even inward investment.

“When employees are dissatisfied, unmotivated or disengaged, on the other hand, they are equally if not more vocal. But their comments and behaviour in these circumstances can soon dilute the brand proposition that marketers work so hard to convey and protect. The two professions must therefore support one another in their efforts to understand and safeguard employee satisfaction, engagement and wellness, for the benefits of all concerned.”

Paul pointed out that observing the above is still not a definite guarantee of success – when issues are apparent, they must still be investigated further. This then takes us back to the original question – what is the key thing that HRD’s can learn from marketing directors? The answer is utilising data.

He continued: “Many marketers’ budgets have rocketed in recent years, for instance, because CEOs acknowledge the need to invest in tech that help them work more effectively and efficiently. But growing budgets have also produced a greater level of scrutiny. Few activities or campaigns can be prepared or actioned without an understanding of likely ROI, and the focus is constantly on learnings that can drive future decision making thereafter.”

So, with all this in mind, what are Paul’s top tips for HRD’s looking to emulate the key habits of marketing directors?

  • Give as much consideration to data as you do to strategic communication. Marketing directors are always looking for trends, allowing their teams to spend more time focusing on what does work rather than what doesn’t.
  • Always think ahead – consider the long-term benefits of daily decisions, and measure every action’s impact on your bottom line.
  • Data interrogation and modelling could play a huge role in ensuring the future success of your department – all new processes and decisions should be based on smart objectives and evidence.

He concluded: “From pulse surveys that give real-time insight into the ‘health’ of a company, to the formation of personas that help drive more strategic recruitment, data lies at the heart. It will empower HR teams to do their jobs more effectively, demonstrate the outcomes of their strategies and ensure more robust, satisfied employees moving forward.”

To learn more about what Cascade HR could do for your HR department, visit our website for further information.


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Cascade HR is a well-established, award-winning provider of fully-integrated HR and payroll software. The company is renowned as much for its quality of project management and ongoing customer service levels, as it is its dynamic technology. Over 


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