Employee & Service Marketing & HRM Need Market Segmentation
Posted by Linda in Employees, Internet Marketing, Market Segmentation, tags: employee & service marketing & hrm, Market SegmentationEmployee & service marketing & hrm (human resource management) needs market segmentation. Why? Because people differ as employees and as clients just as they do as consumers.
How Does HRM Influence
Employee & Service Marketing?
Human resource managers (hrm) recognize differences in people through all management phases. Some people will fit in a particular organization better than other people. Some people will be more motivated by a certain organizational culture, while others will find that same culture inhibiting or demotivating.
Some people love playing office politics and thrive in environments where playing office politics well earns rewards like promotions and raises. Other people hate office politics, refuse to more than passively participate, keep their noses to the grindstone, and never get rewards for their productivity in highly political environments. Thus, they aren’t happy and usually take their productivity and accomplishments to a different organization.
How Does Market Segmentation
Improve Employee & Service Marketing?
Market segmentation can help human resource managers assure that only people who will thrive within an organization are hired. Market segmentation can also help to assure that employee’s and clients’ personal goals mesh well with the organization’s.
Thus, employee & service marketing & hrm requires doing the same type of target marketing that business marketers do for consumers.
Employee & Service Marketing & HRM
Step 1: Recruiting
So the first step in blending employee & service marketing & hrm is to determine the type of person:
who will thrive in the organizational culture, whose personal goals align with the organization’s goals, and whose work habits will make a contribution without attracting negative attention from colleagues.
Market segmentation aids human resource managers to select demographic and psychographic characteristics that will most likely include best employee and client prospects, who will be successful and satisfied within and with the organization.
Employee & Service Marketing & HRM
Step 2: Retention
The second step in blending employee & service marketing & hrm is to increase retention. Market segmentation can also help identify those in danger of leaving the organization and determine how to bring them back into the fold, if that is in the organization’s best interest.
Employee & Service Marketing & HRM
Step 3: Marketing
The third step in blending employee & service marketing & hrm is to determine how to get happy employees and clients to spread word-of-mouth marketing about the organization. Market segmentation helps by determining what people most value, and assuring that they get their needs met in a way that makes them feel positive about the organization.
There is no better marketing than positive statements made to friends and acquaintances by happy employees and clients. Similarly, there is nothing more damaging to an organization than having unhappy employees and clients making detrimental statements about the organization to others.
Employee & Service Marketing & HRM
Conclusion
Market segmentation aids employee & service marketing & hrm through all three major steps: recruiting employees and clients, keeping them happy, and turning them into marketing agents.
But to do all these successfully requires understanding the relationship of demographic characteristics to personality and behavior characteristics. You can do just that with The Changing Role Of Human Resources = Diversity and Human Resource Managers.
To read more specifically about service marketing, see What Is Service Marketing?
If you need more help with managing employees, see Employee Performance Review: Tips, Templates & Tactics. It includes an e-manual and 8 bonus training MP3s to teach managers how to conduct performance appraisals.
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Posted 7-21-08:
Employee & Service Marketing & HRM
Need Market Segmentation
Entries (RSS)
What you posted here is one of the major reasons why employees need to be well selected based on how they will ‘fit-in.’ Without due considerations to this crucial selection aspect would mean having people who are ‘square pegs in round holes.’ We don’t want that.
During my stint as Corporate HRM, I have always emphasized that ‘keeping the right employees’ starts at selection, not the other way around. This means that, when the right candidates with values that are in tuned with an organization’s corporate culture are thus selected, they are likely to stay longer (if not for good) with the company and will surely provide value to its over all competitiveness.
Sorry,
I can’t seem to get the ratings to change. I’ll keep working on getting them fixed.
Hi Traffic Tutorial,
Thanks for your comment. Sorry I missed it earlier.
You’re right without traffic Internet marketers can’t survive.
Warmly,
Linda
Hi Linda! I agree whole heartedly but I think you can still run into the prospective employee who knows what to say and how to say it to get the job but in actuality may not believe those things or be what the company is looking for but knows how to give the “right” answers in order to get hired. I think I know someone like that. She has gotten many jobs but after she’s hired, I hear nothing but complaints and problems. Almost always, they escalate to her nearly being terminated and eventually she leaves on her own. I’m always puzzled since I know the hiring process included lots of screening.
Hi Debbie,
I agree and I’ve known people like that. In fact I hired one about a year and a half ago.
Market segmentation is so helpful because it gives human resource managers more than just how the person acts and what they say. Knowing characteristics by the potential employee’s demographics reveals much information that the person wouldn’t volunteer.
Of course there is a line of research related to knowing when people are lying, but I don’t know it.
Warmly,
Linda
I like what you said here about politics and how different people react differently to office politics, good observation. What i don’t understand is why anyone would promote office politics and promote individuals who participate in office politics.
I guess we live in a sales driven society where its more about money than anything else. Is this really progress?
Hi Led,
I believe that people participate in office politics to try to get an unfair advantage over their colleagues. For example, if you are better at something than your colleaguesl, some colleagues consider the best way to better themselves is to diminish the value of what you do.
I also believe that many people use office politics as a way of brown noising. If the boss doesn’t like someone who is accomplished, one way to get in good with the boss is to make the person the boss doesn’t like look bad and let the boss know that you did.
At the University of Oklahoma Gaylord College of Journalism and Mass Communicati9on, where I worked for the last 13 years of my professor career, both were rampant. It was because of office politics that I decided it wasn’t good for my physical or psychological heath to continue working there. So I took early retirement and started my own business. Now I make much less, but I’m also ill and stressed much less. I think the trade-off was worth it. But each of us have to make up our own minds what we are capable of putting up with for a salary.
Now let’s look at office politics from a small business perspective. If you’re trying to build a business, can you afford to loose your best employees, because your less competent ones make your work environment hostile for them? And how does a hostile work environment influence what all your employees say about your business? Tax supported organizations may be able to get by with it because bosses aren’t held accountable for making a profit or even bettering the organization. But small business owners can’t afford anything that distracts from survival – making a profit.
Warmly,
Linda