Cross-Functional Collaboration: Integrating HRM And Marketing For Organizational Culture Building

Abstract

In the modern dynamic environment of business, the culture of the organization has become a strategic matter that has a direct influence on the performance, innovativeness, and, what is most important, engagement of workers. This paper discusses how Human Resource Management (HRM) and Marketing meet at the crossroads as a culture building strategy within organisations through collaborative efforts. Traditionally, HRM has been interested in the development of the internal workforce but the Marketing is interested in the perception of the brand. However, when both functions are fit, then there can be one internal-external cultural identity that enhances the employee and customer experiences. The research questions the importance of employer branding, internal communication programs, and value-based recruitment programs in the creation and sustainability of an organizational culture as consistent. On the premises of the mixed-methodology strategy according to which the case-studies, surveys, and interviews with the professionals engaged in the work across a number of various industries are used, the research identifies the key factors that enable the successful cross-functional cooperation. Findings have revealed that the strategies to address functional silos and organization values integration in organizational practice are major strategic purpose, effective communication, and leadership support. Moreover, the integration of HRM and Marketing will lead to the employee advocacy, strengthened corporate image, and the competitive advantage in the long perspective. The article that is coming towards the end is that culture building that used to be the preserve of HRM can no longer be the business only but a shared one that requires the narration capabilities of marketing and people-based strategies of the HR. The proposed framework gives a practical implication to any management that seeks to strike a balance between the internal culture and external brand identity with emphasis on collaboration as a force of integration and long run growth of an organization.