3 Important Reasons to Involve HR in PR
CNN reported that a scarcity of talent was among one of the biggest human resources (HR) obstacles companies faced in 2021. According to the Labor Department, job openings reached 11 million in October of that year. Given the widespread challenge of attracting and retaining talent, the need for collaboration between HR and public relations (PR) departments is more necessary than ever. Strengthening company image and, consequently, enhancing community perception of an organization helps fulfill the goal of top talent recruitment. In the same vein, employee satisfaction can be met when better policies are supported.
This article focuses on three important reasons to involve your HR department in your PR efforts to attract top talent and improve employee retention.
1. Boost Internal Brand Image Perception
As a key member of a cross-functional PR team, HR can highlight a company’s benefits, policies, and programs to attract and retain top talent. A Forbes article revealed that 80% of employees want support from their employers on personal finances. These benefits should be well-documented if your organization has programs that offer guidance on digital budgeting and financial planning or connect workers with financial advisors. For instance, feature them on the company’s career website or social media. These materials can serve as records of a program’s success. Should a company’s budget allow it, print and distribute these materials (alongside photos) as a reminder of the perks that come with working in the company. Inversely, PR can consult with HR about negative employment reviews to address these with tact. It’s best to consult with employees on their experiences with a program; from there, their feedback can serve as touch points for improvements on future PR campaigns.
2. Adopt Effective and On-Brand Communication Strategies
As in HR, soft skills have become increasingly relevant in PR. Mastery of soft skills, such as being empathetic and transparent, is important to communicate strategically between members of an organization. In Maryville University’s information session on communication, they explain that strategic communication is a blend of corporate communication and public relations. This union allows PR professionals to manage both the company's internal and external relationships. Presently, clear and concise communication is necessary for both HR and PR departments, especially while interacting with employees or clients about corporate, societal, and political issues. A Vogue Business report on crisis management discusses the ways in which brands are prioritizing conversations with their employees before publishing outward-facing sentiments. Building employee awareness and engagement can help align perspectives and create a collective response. When HR and PR departments stimulate effective and coherent communication across the company, it can bolster company unity and increase employees’ trust in the company.
3. Recommend Policies that Positively Impact the Employee Experience
Similar to HR, PR necessitates managing information requests and presenting these ideas to leadership to cultivate better relationships at a company level. In the previously referenced Forbes article, more than 30% of workers requested improved mental health support and resources from their companies. The request is due to emotional and physical burnout, lack of social support, or restrictive work environments. A previous article, Battle the Burnout Blues in 5 Steps, discussed that corporate burnout manifests through depersonalization or cynicism related to an individual’s job. This negativity can result in employees quitting their jobs, making it more urgent for PR professionals to work with HR. Generally, company policies should encourage employees to feel valued and heard. To start, the employee handbook can be assessed to see if it conveys the brand’s benefits and culture in an effective and clear manner. If not, PR and HR departments can develop internal marketing documents. These materials can be based on employees’ suggestions, like increased health benefits, which can then be passed on to management for implementation.
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