Instead of thinking of Human Resources as a kind of upgraded personnel department it can be thought of as an analogue to marketing. Just as the Chief Marketing Officer curates an experience to get the best lifetime value from customers, the head of HR can curate an experience to get the best lifetime value from employees.
This book explores this new model and titles its leader as "The CMO of People." This new title encapsulates a business focused people function that has learned from the proven tools of the marketing function. The CMO of People creates a predictable and immersive employee experience that drives productivity and performance. In this pathbreaking book, Peter Navin and David Creelman discuss
- How to create a predictable and immersive end-to-end experience for employees
- How a CMO of People can overcome barriers and drive performance
- Why we need to structure the HR department differently
- How to find unconventional people to staff this unconventional model
For a review of the book on the HR Bartender blog click here:
https://www.hrbartender.com/2019/career-development/human-resources-future-skills/
Autorentext
Peter Navin, CHRO, Grand Rounds, Inc., San Francisco, USA; David Creelman, CEO, Creelman Research, Toronto, Canada
Inhalt
Chapter 1: What Is a CMO of People? 1
Being Serious about the Concept of Brand 4
The Link from Employee Experience to Productivity and Performance 5
Not Rocket Science 5
What Kind of Person Becomes a CMO of People? 6
The Role of the CEO 7
Ideas to Watch for 8
What Can You Do Today? 9
Chapter 2: Impacting the Business as a CMO of People 11
What Impact Can an Elevated HR Function Deliver? 11
How a CMO of People Handled the 2008 Downturn 13
The Opportunity in a Nutshell 13
What Can You Do Today? 14
Fundamentals of the CMO of People Model 14
1. Understanding of the Brand 14
2. Range of Functions that Are Included in the HR Organization 15
3. Criteria for Success (Deciding What Not to Do) 16
What Can You Do Today? 17
Putting a Dollar Figure on the CMO of People's Impact 17
How This Dollar Amount Changes How the Board Sees the Top HR
Role 18
What Leaders from Outside HR Say about Its Impact 18
Collaboration as an Action, Not a Value 18
What Can You Do Today? 19
Priorities of a New CMO of People 19
What Can You Do Today? 21
Stories that Tell the Tale 21
Services-Focused HR: The Millions that Didn't Matter 21
Niceness-Focused HR: Free Cookie Day 22
What Can You Do Today? 22
The CMO of People Organization Chart 23
Notable Features of the Organizational Design 23
What Can You Do Today? 24
Examples of How the CMO of People Drives High Performance 24
A Shift from a U.S.-centric to a Global Business at DocuSign 24
Managing Explosive Growth Required Discipline, But Not Genius 26
What Can You Do Today? 26
The Product Approach to HR Deliverables 27
Applying Product Thinking to Office Design 27
Applying Product Thinking to Town Hall Meetings 28
What Can You Do Today? 30
Challenges of Bringing the CMO of People Model to an Organization 30
Why DocuSign and Shutterfly Embarked on This Journey 30
How Other Managers Reacted 31
The Need to Elevate Collaboration 31
What I Did Wrong 32
What I Did Right 32
What Can You Do Today? 33
Takeaways 33
Chapter 3: How a CMO of People Designs the End-to-End Employee
Experience 35
Why the End-to-End Concept Is So Useful for the CMO of People 35
Organizing Principles 35
Why It's a Competitive Weapon 36
What Can You Do Today? 37...