The CMO of People

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/

Auteur
Peter Navin, CHRO, Grand Rounds, Inc., San Francisco, USA; David Creelman, CEO, Creelman Research, Toronto, Canada

Contenu
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...