It's been said that HR needs to think more like a Marketer. I think that's true.
The tricky part for most HR pros is dancing the line between the marketing tease and the actual value of the product they're serving up.
Case in point: Let's look at a big marketing plan - AT&T Wireless has a Rollover Data feature these days. it's great, until you dig into the fine print. From a Reddit string about the Rollover Data plan:
"It basically acts as an insurance policy for the next month when you don't use all of your data in the current month. The problem is that it will only benefit you every other month at best.
Let me explain: If you have a 10 GB plan and only use 5GB in month 1, you will have 15 GB of data available for you in month 2. If you use 10 GB of data in month 2, you will only have 10 GB of data available in month 3 because rollover data doesn't rollover. They use your rollover data last. Only the data from your actual plan rolls over. Since that is consumed first, you don't get the cascade effect you visualize when you think of this plan. It is just an insurance plan that you can only effectively cash in on once ever other month. Kind of sucks.
It tricks people into thinking they might have more data next month than they really will have. Good job AT&T at announcing something that adds so little value but sounds so similar to the T-Mobile rollover announcement. It is like RAIN and REIGN. They sound the same, but mean something very different."
Effective marketing for sure. Disingenuous? Maybe. This is where HR people start becoming nervous about acting like marketers. But wait! Some AT&T employees are here to save the day on that Reddit string:
"As an ATT employee, I have to agree with you. It's another bullshit half-attempt at matching competition. T-mobile's Data Stash plans, which expire after 12 months, are better in every way, except ATT is claiming that since it's SHARED rollover, which supposedly makes it better than T-mobile's offering. No. no. no.
Now i get to spend the next month defending AT&T's "data rollover" to potential new customers, instead of selling lines. F*ck yeah."
Whoops. Ways you can match the marketing prowess of AT&T given the limitations of their actual rollover offering:
1. Change your sick time policy to include rollover sick time, but only for one month. Then change your calendar year to July through June, which means the extra month is July, when no one is sick.
2. Create rollover medical deductibles. Use the same July through June period when people never go to the doctor.
3. Rollover headcount budget into the next year (one month - January!), because we all know the hiring freeze hit so hard there's no way your hiring managers can get someone hired in January...
What other HR marketing opportunities am I missing?
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