Following on from our previous article discussing HR departments’ lack of support for performance coaching programmes, more evidence has come to light that HR risk losing key areas of responsibility, such as recruitment and staff retention, to their marketing colleagues.
According to an article in Personnel Today, Penny de Valk, Chief Executive of the Institute of Leadership and Management said: “Establishing a market, finding out its needs and meeting those needs that's what marketing does. The transformation of the marketing profession over the past 10 years indicates it is possible it could just take on HR's skills as it continues to grow."
Interviewed by Personnel Today, Sonia Wolsey-Cooper, Group HR Director for insurance firm Axa UK, said "HR has a very strong support and facilitation role, but it has to adapt according to what the business needs. Whatever gets the best end result for the business should come first.”