Communication Gap Between HR & Marketing Departments.

Corporate Project Resources, Inc. (CPRi) announced the recent findings of its “Bridging the Gap Between HR and Marketing” study. CPRi works with both marketing executives and HR executives to help solve companies’ marketing staffing needs and found that there were some definite gaps in communication between HR and marketing. To gain a better understanding of this gap, CPRi surveyed over 500 HR executives and over 1,000 marketing executives within Fortune 500 companies.

The survey found that how often HR and marketing communicated on a regular basis was not the issue — 81% communicate on a daily/weekly basis. The issue was in the quality of the communication. CPRi found that 58% of marketers do not feel like HR understands what the marketing department does on a daily basis and 36% of marketers believe HR can be more effective in working with marketing if they took the time to understand marketing’s role within the company.

“When it comes to finding the right skills and experience, marketing might be one of the most challenging to master,” said Sean Bisceglia, CEO of CPRi.

“Roles within marketing have been quickly evolving since the inception of the Internet. As the economic pendulum swings back and companies are looking to rebuild their marketing departments, HR executives will be tasked with understanding their marketing department’s needs.”

The study found that over 45% of marketing executives said that their biggest challenge with HR is having HR provide qualified candidates for open marketing positions, while 31% of marketing executives said that their biggest challenge with HR is having HR understand the urgency to fill gaps within the marketing department. These are the two challenges that CPRi witnesses the most when working with prospects. With clients, CPRi helps bridge that gap by being a strategic partner to the HR department, helping them understand what marketing is looking for and quickly helping fill the gaps with quality marketing professionals on an interim or temp-to-perm basis. Through CPRi’s support, HR is able to develop a stronger partnership with marketing by servicing their needs more effectively and efficiently.

Another big disconnect was found in the decision to use contingent marketers to fill gaps within marketing departments. Seventy-one percent of marketing executives said they would consider using contingent workers to fill gaps, while only 45% of HR executives said they would consider using contingent workers.

“Since most marketing departments go through certain spikes throughout the year, whether it’s the launch of a new product or an event, interim marketers are a great way for marketing departments to fill gaps that are only needed for certain period of time,” stated Bisceglia. “In order to be a strategic partner to marketing, HR must understand the marketing department’s workflow. CPRi helps provide insight to the ebb and flow of marketing departments and can be a resource to quickly fill needs with interim marketing professionals.”

For more information at http://www.cpri.com