Being an ‘Employer of Choice’ in Competitive Labour Markets:
Developing ‘Employer of Choice’ Status:
Exploring an Employment Marketing Mix
Dr Mark Wickham
University of Tasmania
&
Dr Wayne O’Donohue
University of Tasmania
Locked Bag 16
School of Management
Australia 7001
Phone: +61 3 6226 2159
Fax: +61 3 6226 2808
Email: Mark.Wickham@utas.edu.au
Profiles: Mark Wickham is a Lecturer in Marketing at the School of Management, Faculty of Business, University of Tasmania. His primary teaching interests are in the field of strategic marketing and business ethics. Mark’s PhD examined the role of a regional government in the development of an internationally competitive industry cluster. Aside from marketing and business ethics, Mark’s other research interests include business-to-business/network marketing communications, computer-aided qualitative data analysis and the work-life balance.
Wayne O'Donohue is a Lecturer in Management at the School of Management, Faculty of Business, University of Tasmania. His primary teaching interests are in the fields of Organizational Behavior and Human Resource Management. His PhD examined the psychological contract of nursing, scientific and teaching professionals employed in public sector organizations. Aside from human resource management issues, his other research interests include the history and philosophy of science, and the management of research in universities and research and development organizations.
Developing ‘Employer of Choice’ Status:
Exploring an Employment Marketing Mix
Abstract
In recent times, the important role that marketing theory can play in the conceptualisation and development of an organization’s Employer of Choice status has been recognized and debated by both academics and practitioners alike. In order to contribute to that ongoing debate, this paper explores the application of a key element in marketing theory – the ‘extended marketing-mix’ concept – to the strategic management of human resources.
Introduction
Factors such as the globalisation of competition, the ‘tightening’ of skilled labor markets, advancements in technology, the growth of the knowledge economy, and the need for flexibility and expertise in the workplace have each presented strategic challenges to which organizations have had to respond (Barnett & McKendrick, 2004; Catteeuw, Flynn & Vonderhorst, 2007; Greenwood, Prakash, & Deephouse, 2005). The subsequent recognition of the key role of human capital in the pursuit of increased responsiveness, productivity, flexibility, and innovative capacity has been a defining characteristic of the ‘strategic human resource management’ (SHRM) movement that has emerged over the past 20 years (Forman & Cohen, 1999; Paauwe & Boselie, 2003; Whitaker & Wilson, 2007). Management academics and practitioners alike have acknowledged that an integrated set of effective SHRM policies and practices has a significant positive impact on organizational development and firms’ ability to generate a sustainable competitive advantage (see Afiouni, 2007; Becker & Huselid, 2006; Dunn, 2006; Endres & Mancheno-Smoak, 2008). A consequence of attempts by many organizations to develop their human capital in line with SHRM principles has been an intensification of competition for high-quality human resources – especially for those organizations that compete in competitive labor markets where skill shortages are prevalent (Bennett & Brush, 2007; Knox & Freeman, 2006; Shah & Burke, 2005).
One strategy employed by organizations facing direct competition for high-quality employees has been to develop themselves as an ‘Employer of Choice’ (EOC) in their respective industry (Herman & Gioia, 2001; Lenaghan & Eisner, 2006; Mackes, 2005). Organizational efforts to achieve EOC status have entailed the use of ‘employer branding strategies’ that draw on marketing concepts and principles for the express purpose of effectively marketing themselves to their target labor market(s) (Backhaus & Tikoo, 2004; Berthon, Ewing & Hah, 2005; Knox & Freeman, 2006). Simply put, EOC strategies represent attempts to construct a unique ‘employer brand identity’ based on an ‘employment value proposition’ (EVP) that is deliberately constructed to set an organization apart from competitors in some meaningful way (Hegar, 2007; Herman & Gioia, 2001; Vogel, 2006).
The adoption of ‘employer branding strategies’ has specific implications not only for the marketing and human resource (HR) management functions, but also more broadly for all managers and supervisors in an organization. The system-wide approach inherent to the effective implementation of an employer branding strategy requires a shared understanding of an organization’s EVP across functional boundaries and levels within the firm (Hegar, 2007; Johnson & Roberts, 2006; Lawler, 2005). Despite the level of consensus about the role marketing concepts play in the development of an organization’s EVP, implementation issues surrounding the adoption of employer branding strategies have not as yet been the focus of major attention within the EOC debate (Berthon, Ewing & Hah, 2005). At the same time, the HR literature has attempted to address the growing ‘war for talent’ issue through the use of a quite different set of psychological theories – for example using the tenets of ‘Equity’, ‘Expectancy’, ‘Motivation’ and ‘Institutional’ theories to gauge levels of employee job satisfaction and commitment to their employer (see Curran, 2003; Kelliher & Anderson, 2008; Lenaghan & Eisner, 2006). Here too, however, the debate about how best to implement and manage effective employment relationships remains ongoing. While the notion of an effective employment relationship has been predicated upon the organization’s use of a balanced package of SHRM policy offerings that provide value to both the firm and its current and potential employees (Backhaus & Tikoo, 2004), consensus is lacking on how its strategic benefits might be realized.
Indeed, within the SHRM literature, many issues pertaining to the conceptualisation of the employment relationship remain unresolved (Conway & Briner, 2005; Friedman, 2006; Sheehan, 2005; Tekleab & Taylor, 2003), with consequent calls for an expansion of the theoretical perspectives that inform our understanding of the employment relationship and how organizations might better manage it to increase employee engagement and business outcomes (Cullinane & Dundon, 2006; Hegar, 2007). This paper aims to address the literary gaps identified above by proposing the Extended Marketing Mix (see Booms & Bitner, 1981) as a way to strategically frame the employment relationship as an EVP. We believe adapting this marketing framework to the human resource management context offers the potential for extending our understanding of the employment relationship as an EVP and the strategic role it can play as the basis of an organization’s development of an EOC position.
A Brief Account of the Extended Marketing Mix Concept
The concept of the Extended Marketing Mix (Extended MM) is one of the foundations underpinning marketing theory and strategy development (Bennett, 1997; Constantinides, 2006; Rafiq & Ahmed, 1995). McCarthy (1964) formally defined the concept of a marketing mix as the strategic ‘combination of all of the factors at a marketing manager’s command to satisfy the [needs of the] target market’ (1964: 35). In his original formulation, McCarthy’s conceptual framework comprised four ‘Ps’ – Product, Price, Place and Promotion – that provided a basis upon which an organization could follow an internally consistent and integrated strategy for the provision of goods that would be perceived by the market as valuable. After much debate about the fit of McCarthy’s four ‘Ps’ to the delivery of services (see for example Lovelock, 1979; Mindack & Fine, 1981; Nickels & Jolson, 1976; Shostack, 1977), an additional three ‘Ps’ – Process, People and Physical Evidence – were added by Booms and Bitner (1981). Table 1 below provides a brief summary of the seven ‘Ps’ of the Extended MM.
Table 1: A Summary of the Extended Marketing Mix
|Extended Marketing Mix Element |Marketing Function |
| |(for Goods and Services) |
|Product |Goods/services offerings that seek to satisfy the ‘core need’ or ‘want’ of target customers |
| |in a manner that enables them to purchase the goods/services offered by an organization. |
|Price |Mechanism for recovery of the total cost of production plus some predetermined level of |
| |profit. Price may also may be used to strategically position a Product within a given market|
| |space. |
|Place |Placement of an organization’s Product in the relevant retail/wholesale outlets as expected |
| |by an organization’s target customers. Also, ensuring that an organization’s distribution |
| |channels and intermediaries are capable of representing and selling the organization’s |
| |Product effectively and efficiently. |
|Promotion |Effective communication of the differentiated features and core benefits of an |
| |organization’s Product so that target customers are aware of its existence, features, and |
| |location(s) etc. |
|Process |Provision of a structured system and set of processes through which an organization and its |
| |target customers are able to interact and perform their roles effectively in a market |
| |transaction. |
|People |Provision of a human interface, where necessary, between the target customers and the |
| |Product offered by an organization. |
|Physical Evidence |In the case of goods, it is the Product itself. On the other hand, strictly speaking there |
| |are no physical attributes to services. Organizations tend to rely, therefore, on providing |
| |material cues such as packaging, websites, paperwork, brochures, furnishings, signage, |
| |uniforms, business cards, warranties, etc., to indicate the nature of the Product. |
Source: Adapted from Booms & Bitner, 1981; McCarthy, 1964; Rafiq & Ahmed, 1995.
By using the Extended MM framework, an organization is better able to conceptualize and develop a ‘value proposition’ for its target customers and, when managed effectively, develop and allocate resources to position itself as a ‘vendor of choice’ in the marketplace (Bennett, 1997; Hakansson & Waluszewski, 2005).
From Extended Marketing Mix to ‘Employment Marketing Mix’
The process of becoming an EOC requires an organization to develop and present an EVP with features designed to attract, retain and motivate its target employees (Elias & Scarbrough, 2004; Lenaghan & Eisner, 2006; Mackes, 2005). As in the case of a customer-oriented value proposition, the EVP too must represent a coherent effort to manage the set of interrelated and controllable variables that an organization is able to utilise to satisfy the needs and/or wants of its target employees. Analogous with the Extended MM concept, there must be a cohesive alignment of what we will call the ‘Employment MM’. The following discussion describes the Employment MM and its constituent elements.
Product
As noted in Table 1, the Product element of the Extended MM focuses on the presentation of a good/service that satisfies a target customer’s ‘core need’ or ‘want’ in a manner that enables them to purchase it (Crane, 2001). Whilst this may seem straightforward, identifying the ‘core need’ to be addressed, and the extent to which a single Product is capable of fully satisfying it, presents a challenge to an organization. The strategic marketing literature recognises this challenge, and holds that there are three basic levels of Product that must be understood by an organization: the ‘core product’, the ‘actual product’, and the ‘augmented product’ (Kotler et al. 2006).
At the most basic level of the ‘core product’, an organization must have a clear understanding of the basic need target customers want to satisfy? The answer to this question is often not as straightforward as it first might appear, and a misdiagnosis can render a Product offering irrelevant to the customer. Whatever the mix of needs might be, an organization must ensure that its identification of target customers’ core need is accurate, as without such knowledge the task of constructing a ‘core product’ that is perceived in the market as valuable becomes very difficult. Once the target customers’ core need and the core product needed to address that need are understood, an organization is then able to develop its ‘actual product’ offering, which manifests in the quality level, features, styling, brand name and packaging. Further to this, in order to enhance customer perceptions of the value proposition on offer and differentiate itself from its competitors, an organization may also augment its core/actual product by offering features either in excess of those required to address the core need or unrelated to the core need. For example, while the ‘augmented product’ for a motor vehicle may include ‘back seat passenger safety features’ and/or options such as a ‘high quality surround sound system’, and ‘24-hour driver assistance service’.
Similarly, in the Employment MM what constitutes the Product, that is to say the range of inducements comprising the EVP, must be constructed as multi-layered in terms of core/actual/augmented features. There is a substantial body of research literature that shows the employment relationship comprises both explicit elements in the form of the employment contract, and implicit elements in the form of a psychological contract (Guest & Conway, 2002; Millward & Brewerton, 2000; Rousseau, 1995). At the most basic level of the core product, the development of an EVP is dependent on an organization having a detailed and accurate understanding of what core needs its target employees have. Over-simplification or an inaccurate understanding of the core need can lead, as in the case of a customer-oriented Product, to a core product that is inadequate. For example, in competitive labor markets if an organization was to assume that the core need for its target employees is simply ‘an above-average income’, other important needs identified in the HR literature, such as job satisfaction, work/life balance, and career development opportunities, may be overlooked (Cartwright & Holmes, 2006; Lester & Kickul, 2001). If for illustrative purposes, we understand the core need to be ‘an above-average income with career development opportunities’ then a competitive salary and the provision of regular training and development/promotion opportunities might represent the inducements that comprise the ‘core product’ offered by an organization.
Understanding and matching the target employees’ core needs with a core set of inducements means an organization is better able to develop its ‘actual product’ offering. For example, the inclusion of particular non-core inducements that relate to salary and promotion, such as salary sacrifice arrangements and training and professional development support, may be part of the ‘actual product’ that more fully addresses the core needs. Further to this, in order to differentiate itself from competitors, an organization may also augment its core/actual product by offering features related to core needs, but in excess of those required to address those needs. For example, the ‘augmented product’ may include a generalized commitment to care about the welfare of employees and their families and specific support for an acceptable work/life balance. Thus, similar to the motor car example above, the precision of an organization’s determination of the combination of inducements across the three levels of Product will reflect the degree to which it has a full and accurate understanding of the core needs of its target employees. This highlights the importance of effective labor market research to guide an organization’s understanding of its target employees’ core needs and decisions about the range of inducements an organization’s EVP should have if EOC status is to be realized.
Price
The Price element of the Extended MM requires an organization to focus its attention on the amount it charges its customers for the good/services that constitute the Product offering (Nagel & Cressman, 2002; Potter, 2000). At its most basic level, the practice of Price setting must enable an organization to recover its costs of production as well as generate some predetermined level of profit. At a more advanced level, the strategic setting of Price requires an organization to consider related issues such as product positioning, volume discounting, product bundling, and payment options, to name but a few. The major challenge in managing the Price element centres on the potentially disconnected relationship between an organization’s profit motive and its customers’ desire to maximize value for money (Gourville & Somon, 2002; Nagel & Cressman, 2002). In managing Price, therefore, an organization must do more than just set a fee which covers production costs and is comparable to their direct competition - it must include important strategic considerations such as the need to build strong and ongoing customer relationships and the need to assist customers in constructing their perceptions of value (Nagel & Cressman, 2002).
In the HR management context, an organization’s need to maximize employee productivity and the employee’s desire to maximize remuneration and benefits has long been recognized as an important issue in the employee relations literature (see Edwards, Bélanger & Wright, 2006; Nurse & Devonish, 2006). Similar to the commercial market, under the Employment MM the Price an organization ‘charges’ its employees for its EVP must be such that it facilitates a mutually beneficial labor market transaction. The contributions exchanged by both the organization and employee are often represented as either ‘economic’ or ‘socio-emotional’ in form, and represent inputs by each party to the employment relationship that provide direct benefit to the other party (Baker, 2009; Rousseau, 2004). An important point to consider here is the role that opportunity costs borne directly by employees, but which do not represent contribution of a direct benefit to the organization, might play in the employee’s assessment of the value relationship between Product and Price (O’Donohue & Wickham, 2008). For example, an employee’s perception of value will likely be influenced by the opportunity costs entailed in the EVP, such as ‘lost family time due to weekend work commitments’ and/or the resulting ‘stress of having an unhappy partner at home’, and which thus from their perspective form part of the Price. From an organization’s perspective, there are opportunity costs too, such as foregoing lower cost labor arrangements and/or the increased operational flexibility that might flow from such arrangements. The important point to make here is that while an organization has direct control over its own opportunity costs, it has no such control over the employee’s opportunity costs.
The organization’s consideration of the Price element in the Employment MM is made more complex by the dynamic nature of the employment relationship. Firstly, research has shown the nature of the employment relationship over time moves most often from primarily transactional and economic in nature to one which is more complex, relational and socio-emotional in nature (Rousseau, 1995; Shore et al., 2004). Hence, the uptake of the EVP is not a ‘once-off’ transaction and the Price the employee is willing to pay, both in terms of direct contributions and indirect opportunity costs, is the subject of ongoing review and negotiation. Such review may be prompted by strategic or environmentally-driven changes in an organization’s ability and willingness to continue offering EVP features, as much as by changes in an employee’s personal circumstances. Secondly, where an organization is faced with strong competition in the market for scarce resources, the ‘seller’ of the resource has much greater bargaining power. In a competitive labor market where conditions are not favorable to an organization, target employees are both a ‘seller’ of the scarce resource (that is, their skills and abilities) and a ‘buyer’ of one of many EVPs offered by competing organizations. From an organization’s perspective, it is only one of many ‘sellers’ of an EVP and one of many ‘buyers’ of scarce skills and abilities. This means that the less favorable the labor market conditions, the more value-adding features an organization must include in its EVP in order to attract and retain its target employees. In such circumstances, an organization’s management of the Price and other elements in the Employment MM should aim at offering greater benefits and/or perhaps a lower Price to target employees.
Given that in such labor market conditions the target employee is likely to be in the stronger position, an organization seeking EOC status needs to be keenly aware of what Product features it must offer in its EVP, and the manner in which the benefits outweigh the Price employees perceive they have to ‘pay’ to access it. An important point here is that an organization can increase its value proposition to target employees by effective management of all the elements in the Employment MM and without necessarily incurring a higher dollar-cost itself. This can be done, for example, at the ‘augmented product’ level by offering non-material inducements (such as ‘telecommuting and workplace flexibility’, and ‘ethical business behavior’ etc.). The task of identifying pertinent features with which to complement the core/actual product features is made more challenging by the fact that the opportunity costs that the target employee will take into account in considering the EVP are likely to be individual and obscured from the perspective of the organization. However, it is imperative that augmented product features must add value to impact on the relationship between the EVP and Price as assessed by the employee. Hence, organizations seeking to develop a sustainable EOC status in unfavorable competitive labor markets can face formidable challenges in constructing an EVP that delivers greatest perceived value to the employee and the organization at a Price that both deem acceptable.
Place
The Place element of the Extended MM focuses on the location of the Product with a strategic selection of intermediaries that will most effectively enable an organization’s target customers to purchase it (Assael, Reed & Patton, 1995; Wyner, 2002). Whilst it may appear sound strategy for an organization to locate its Product with a number of intermediaries in an extensive array of locations to maximize its exposure, the cost of doing so can be prohibitive, and depending on the nature of the Product may actually be counterproductive. Research has shown that inadequate understanding of the Place element in the Extended MM can serve to undermine the Product in three main ways. Firstly, the reputation of an intermediary may be incongruent with the quality or reputation of an organization, and that this incongruence adversely impacts the target customers’ perception of the organization’s Product (Guibert, 2006). Secondly, intermediaries charged with selling an organization’s Product may be in competition with each other, and this competition can undermine an organization’s ability to carry out its business strategy for the Product (Choong, 2008). Lastly, an intermediary may prove incapable or lacking in the required expertise for properly representing and selling the Product to the target customer (Dube & Renaghan, 2000). Organizations must therefore be mindful of the reputation, capabilities and willingness of the intermediaries they employ to deliver their Product to target customers.
Similarly, within an Employment MM framework, the construction of Place can be seen as an important aspect of a distinctive and superior EVP. Place may be interpreted to include not only the geographic locations where features of the EVP can be accessed or work tasks performed, but also the mechanism through which specific aspects of the EVP will be delivered to the employee. The element of Place, therefore, requires management to take decisions about the agents responsible for the delivery of specified features of the EVP, as well as the physical locations (‘in-house’ or ‘off-site') at which the EVP features are to be accessed. The HR literature includes a long-standing debate about the extent to which HR functions can be effectively outsourced to specialist organizations (see Grugulis, Vincent, & Hebson, 2003; Ordanini & Silvestri, 2008). Central to this debate has been discussion concerning the observed failures of outsourcing practices, most of which have been attributed to an overemphasis on increasing profit at the expense of employee needs and expectations (Grauman & Paul, 2005; Laabs, 1998).
To maximize their use of Place in an Employment MM, therefore, an organization must go beyond mere cost-minimisation as a goal and take a strategic approach to the control and delivery of its EVP features. In developing a strategic approach to Place, an organization’s decision process must focus on either retaining direct control and delivery of all EVP features ‘in-house’ to using a combination of ‘in-house’ and ‘off-site’ delivery locations. For example, where the core/actual features offered by an organization are a competitive salary supported with salary sacrifice arrangements and regular promotion opportunities supported with training and development, the organization may decide to retain direct control over the negotiation of all salary-related matters but allow for the administration of payroll and salary sacrifice matters to be outsourced. In regards to training and development related matters, an organization may opt to retain direct control over core on-the-job training and development activities, managed through an in-house HRD function, but to use external providers to deliver non-core, off-the-job training. For the delivery of augmented product features, such as the provision of subsidized childcare facilities, an organization might choose to contract an external provider to manage and deliver the feature fully off-site. Here too, an organization must be careful in its choice of ‘off-site’ partners as an inadequate choice of partner can serve only to diminish the value of the EVP in the medium-to-long term. As with all the seven elements of the Employment MM, decisions about Place remain the subject of on-going review in the light of ongoing change in an organization’s external and internal environments. Hence, decisions to outsource or provide features in-house must remain flexible to cope with environmental changes that render current arrangements less than optimal in terms of the perception of value (Kessler, Coyle-Shapiro & Purcell, 1999).
Promotion
The Promotion element of the Extended MM focuses on effective communication of an organization’s Product such that the target customers are aware of its existence, features, and location(s) for purchase (Garber & Dotson, 2002; Kitchen & Schultz, 2003). Messages concerning the Product must be so couched as to ensure that target customers perceive its features as offering superior value in terms of satisfying a well-defined set of core needs. Organizations have the opportunity to use a mix of media options and message sources strategically to espouse the value offered by their Products, including such things as paid advertising, public relations activities and free samples. Important points to note here are that recent research indicates that any organization activity (or inactivity) communicates a message about the organization and/or its Product to the market, and that effective management of the Promotion element requires a total organizational commitment (Gronroos, 2004). In this regard, an organization’s ability to promote a consistent message to the market that is congruent with the target customers’ perceptions of the organization’s brand and brand attributes has marked significance (Holm, 2006). Any inconsistency arising from messages sent by an organization, either deliberate or inadvertent, serves to confuse the target customer and may undermine perceptions of value that attach to the Product (Dewhirst & Davis, 2005; Wickham & Hall, 2006). Understanding the power of Promotion in this way requires an organization to be especially mindful of the entire array of activities that communicate to the marketplace and not just those associated with advertising (Balmer & Greyser, 2006; Kitchen & Schultz, 2003).
The need to understand the role of Promotion also extends into an Employment MM, where the element embraces all efforts to communicate an organization’s EVP effectively, such that target employees are aware of its differentiated features and the manner in which they can be accessed. While an organization can draw on a wide range of media channels through which it might communicate with existing and prospective target employees, it must also remain mindful that all of its activities or omissions serve to communicate a message about its EVP. Therefore, in addition to formal communication mechanisms – such as newsletters, noticeboards, Intranet sites, advertisements, induction kits, and the job interview itself – Promotion in the HR context embraces any formal and/or informal interactions that occur between employees and management. It extends to the manner in which an organization’s policies and procedures interact or disconnect with each other, and also requires senior management to understand the interrelationships between policy choices and the manner of their implementation. Recall our example above, where competitive salary arrangements and promotion opportunities are the core/actual features, and the commitment to care about employee welfare and the provision of subsidized childcare facilities are augmented features. Communication of these features will occur via a number of mechanisms across the range of employment-related activities, such as recruitment, induction, performance management and an organization’s socialisation processes (Kirby and Krone, 2002). Should all of an organization’s communications, activities and/or omissions in this regard contribute positively to the employees’ expectations of the EVP, then an organization’s EVP can be said to have been effectively promoted. If on the other hand, there are significant conflicts between messages (e.g. an organization espouses employee welfare and work-life balance as a priority yet those accessing work-life balance opportunities are openly derided by management), the resultant confusion will serve to diminish employee perceptions of the EVP and jeopardise an organization’s efforts to achieve EOC status.
Process
In the Extended MM, the Process element focuses on provision of a structured system through which an organization and customer are able to interact and perform their transaction effectively (Hocutt, Bowers & Donavan, 2006). The Process element captures the entire system through which commercial transactions occur in the marketplace. It includes the pre-purchase phase during which arrangements are made by the customer to acquire an organization’s Product, the purchase itself, and concluding with the customer’s evaluation of the transaction. When the Process enables both parties to a transaction to enact their roles in the expected manner, then an organization is likely to produce a positive experience for its target customers, and enhance perceptions of value thus establishing a basis for a repeat purchase and/or a positive word-of-mouth referral. Bougie, Pieters, and Zeelenberg (2003) extend the Process element to include any recovery efforts an organization might implement to correct what is known as ‘service failure’ – the situation that occurs when customers perceive that the value obtained from the transaction falls short of their expectations. Service failures that are not corrected in a timely manner (i.e. an organization has not foreseen the potential failure and/or has ineffective recovery processes) can cause harm to an organization through subsequent negative word-of-mouth referrals (Martin, 2005; Ranaweera & Prabhu, 2003).
That the HR function needs to match its processes, policies and strategies to an organization’s mission and goals has long been recognized in the HR literature (see for example Becker & Huselid, 2006; Legge, 1995). However, the Process element of the Employment MM requires an organization to extend its conceptualisation of the HR function to focus on the relationship between all of the organization’s functional areas, and the entire set of systems and procedures that enable and support the employment relationship (Crawshaw, 2006; Foreman & Money, 1995). Consequently, ongoing dialogue is required between an organization’s various management functions (accounts, HR, marketing, purchasing, etc.) concerning the establishment, affordability and delivery of the EVP.
Understanding of Process must extend to include systems for managing not only the explicit but also, where possible, the implicit aspects of the core/actual/augmented features of the EVP. It is not enough for an organization to offer, for example, access to promotion and training and development opportunities as EVP features if management processes are not in place to facilitate such access. Similarly, an organization must be mindful of the way in which its array of policies and systems might contradict each other and potentially damage perceptions of value that attach to its EVP (e.g. an organization indicates that employee welfare and work-life balance is a priority, yet promised training and development opportunities occur only at weekends or after-hours). In the HR context, Process needs to conceptualize and embrace the entire set of systems that support the employment relationship, from the recruitment and selection stage, through the actual employment phase, on to the end of the separation phase (Stalinski, 2004). Indeed, a broad understanding of Process could also embrace the post-employment phase through the maintenance of positive relationships with former employees who through word-of-mouth support serve as unofficial advocates for the organization’s EVP. Understanding the Process element in such broad terms is necessary, if an organization’s EVP is to be seen as offering superior value and therefore serve as the basis for EOC status.
People
The People element of the Extended MM focuses on the provision of a human interface between the customer and the Product offered by an organization (Lovelock & Wirtz, 2004). Put simply, it refers to the human resources deployed by an organization to conduct the various aspects of the Product delivery processes discussed above. Under the Extended MM, implementing the Process element effectively means that the organization must ensure that its People are knowledgeable about its Product, and have the necessary up-to-date skills to enable an organization and its customer to interact and perform their roles effectively in a commercial transaction (Lovelock & Wirtz, 2004). The People element alone can, in some instances, provide a competitive advantage for organizations operating in industries where high-skill, reputation and the ability to forge intimate relationships with customers is important (Friedman, 2006; Liljander & Mattsson, 2002). Given the importance of People to the delivery of an organization’s Product, an organization’s management functions (marketing, finance, HR, purchasing, etc.) must work together on an ongoing basis to develop coherent strategies that align and integrate functional goals and processes to support its Product and be responsive to changing customer expectations (Fogarty, 2000).
This concept of the People element transfers quite readily to an Employment MM where the need for a system-wide approach must also be applied. Clearly, HR staff and supervisors are key players in creating and sustaining high quality employment relationships that satisfy both an organization’s goals and the personal goals of employees. However, in line with the system perspective, an organization seeking EOC status must understand the roles that other functional staff, line and senior management, and peers, as well as external contractors, can play in achieving Process synergies that will enhance the value that employees derive from an organization’s EVP. The achievement of synergies requires the management of the People element to be co-ordinated with that of the Place, Process and Promotion elements based on a common understanding of the differentiated and value-adding nature of the Product’s core/actual/augmented features and the Price the organization expects to receive in the form of contributions from its employees (Stalinski, 2004).
Physical Evidence
The Physical Evidence element of the Extended MM focuses on the provision of material cues to the target customer so that they are able to differentiate between organizations based on the perceived quality of their infrastructure and Product offering (Carman, 2000; Moorthi, 2005). Service organizations such as accountants and restaurants are particularly adept at using visual cues (e.g. official websites, paperwork, brochures, furnishings, signage, uniforms, business cards etc.) to augment the customer’s experience, and provide evidence that the transaction was valuable and one worth repeating. Physical Evidence cues may also extend to include the environment within which the purchase of the Product takes place (e.g. a restaurant’s reception/dining area or a hairdressing salon), and can be used to inform the customer of the quality and value inherent to the Product. It is important that an organization does not create expectations of quality and value upon which it is unable to deliver, as the resultant dissatisfaction (or perhaps simply incongruence) can result in diminished repeat custom rates and negative word-of-mouth testimony by the target customer to their peers (Moorthi, 2002).
Similarly, Physical Evidence in an Employment MM must focus on the provision of a workplace environment that is consistent with employee expectations and able to facilitate the achievement of both organizational and personal goals. Physical Evidence, therefore, can include such things as the way in which the office space is laid out, the manner in which awards are presented and/or displayed, and the use of an intra-company newsletter to disseminate information, and so on. In this sense, the Physical Evidence element would closely align with what is recognized in the HR literature as the visible manifestation of organizational culture through things such as rituals, artifacts and written communications (Higgins, Mcallaster, Certo & Gilbert, 2006). For the Physical Evidence element to serve as an effective tool in the development of a superior EVP, an organization must ensure that the Physical Evidence element is consistent with, and supportive of the Product’s core/actual/augmented features. For example, should ‘concern for employee welfare’ be espoused as an augmented feature of the EVP, then explicit recognition of and awards for employee maintenance of occupational health and safety standards would provide systematic and valued Physical Evidence of such concern. Similarly, the absence of any Physical Evidence to support an organization’s espoused EVP will serve to undermine employee perceptions and devalue the EVP, hence undermining an organization’s EOC aspirations.
Conclusion
The above discussion has illustrated how the Extended MM might be adapted to support a mutually beneficial employment relationship and the basis upon which an organization can develop and maintain a strategic EOC position in their industry. We feel that this adaptation has three important implications for both theory and practice. Firstly, we feel it demonstrates there is potential merit in conceptualising the employment relationship as a ‘product offering’ to be consumed simultaneously in the markets for labor and employee skills. From the organization’s perspective, it is a consumer of specialised employee skills and abilities for which it pays a price in terms of the inducements it offers to the employee and the opportunity costs it bears in so doing. From the employees’ perspective, they must be seen as consumers of an organization’s EVP for which they must pay a price in terms of both their direct and indirect work and life-style contributions to the employment relationship.
Secondly, we feel that the Employment MM notion of an interrelated set of ‘Ps’ supports the systems approach to SHRM recently espoused as one of the most important frontiers for strategic organizational research (Stalinski, 2004). Thirdly, the parallel between the Extended MM and the Employment MM suggests the ability (and necessity) for organizations to define their ‘employees of choice’ in the labor market context, and to consider strategies to de-market their EVPs to actual/potential employees that fail to conform to this definition. Finally, and from the practical perspective, the application of the Extended MM concept to the employment relationship implies some interesting implications for the strategic recruitment, selection and development of the organization’s HR professionals. On the face of it, it would appear that adopting an Employment MM perspective in the strategic management of HR would require the organization to provide specialist marketing training to their existing HR professionals so that they are able to effectively conceptualize their HR policies using a marketing lens. Alternatively, organizations may now have a basis upon which to give preference to HR professionals with demonstrated marketing knowledge when recruiting new staff. Similarly, the application of the Employment MM provides a basis for the development of a marketing-based diagnostic tool for managing HR policies and their relationship to the achievement of organizational development, a differentiated position in a crowded marketplace, and a sustainable EOC position within it. Further research could draw on other well-established marketing concepts such as the ‘gap model’ framework (see for example Parasuraman, Zeithaml & Berry, 1991) to develop a means for auditing an organization’s EVP in an ongoing manner.
This paper has explored the application of a key framework in marketing theory – the Extended MM concept – to the strategic management of human resources. Further detailed consideration of each element in the proposed Employment MM is required; however, we believe the incorporation and adaptation of a marketing perspective along the lines proposed in this paper – the proposed Employment MM (See Table 2) – offers real potential for broadening theoretical understanding of the EVP and its role in increasing employee engagement and establishing a sustainable competitive advantage for an EOC. We suggest that the use of theoretical constructs from marketing (and other related) disciplines offers a cache of alternative concepts and language that can assist all managers (and not just human resource professionals) ‘come to grips’ with the organization’s EVP and its management over time.
Table 2: A Proposed Employment Marketing Mix
|Employment Marketing Mix Element |HR Management Function |
|Product |The range of explicit and implicit inducements offered by the organization to target |
| |employees. The extent to which these inducements are negotiable is dependent on the |
| |competitive conditions prevailing in the labor market at the time. |
|Price |The contributions that the organization expects an employee to make in return for the value |
| |they derive from the organization’s Product as well as the indirect opportunity costs that an |
| |employee bears in making those contributions. The extent to which Price changes over time will|
| |be contingent on strategic and/or labor market-driven changes to the organization’s Product |
| |and the effectiveness of its delivery, as much as by changes in an employee’s personal |
| |circumstances. |
|Place |The geographic locations where features of the organization’s Product are able to be accessed.|
| |Place may also refer to the organization’s use of intermediaries such as external agencies to |
| |which delivery of specified Product features may be contracted. |
|Promotion |The array of formal and informal messages communicated directly or indirectly to current |
| |and/or prospective employees regarding the value entailed in the organization’s Product. |
| |Promotion activities can extend to demonstrating and reinforcing positive aspects, or |
| |neutralising the potentially negative impact of changes to the Product. |
|Process |The series of workplace systems and procedures through which employees are able to access the |
| |explicit and implicit features of the Product, and enact their work and non-work roles to |
| |achieve the organization’s goals and personal goals efficiently and effectively. |
|People |People who have the knowledge and skills required to optimize the delivery of the |
| |organization’s Product and enable the organization and employees to derive maximum value from |
| |the employment relationship. |
|Physical Evidence |A workplace environment that is consistent with employee expectations and which facilitates |
| |the achievement of the organization’s goals and personal goals. Physical evidence |
| |considerations may include the management of organizational culture. |
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