The intersection of Marketing and Human Resources (HR) has gained significant attention in recent years as organizations recognize the importance of aligning these two functions to achieve business goals and enhance the employee and customer experience. Here are some recent research trends that combine Marketing and HR subjects:

1. Employer Branding and Employee Value Proposition (EVP): Research has focused on how organizations can effectively market their employer brand to attract top talent and create a compelling EVP. This includes understanding the role of marketing strategies in shaping the organization's image, reputation, and culture to appeal to potential employees.

2. Internal Marketing and Employee Engagement: Scholars have explored the application of marketing concepts, such as segmentation, targeting, and positioning, to engage and motivate employees. This research emphasizes the role of internal marketing in enhancing employee satisfaction, loyalty, and productivity.

3. Customer-Oriented HR Practices: The integration of customer-centric principles in HR practices has been a growing area of research. This includes understanding how HR policies and practices impact the employee-customer interface, ultimately influencing customer satisfaction, loyalty, and company performance.

4. Service Climate and Service Profit Chain: Researchers have examined the relationship between HR practices, service climate, and organizational outcomes. This research explores how HR practices can create a supportive service climate that enhances employee service behaviors and, in turn, leads to improved customer experiences and financial performance.

5. Employee Experience and Customer Experience: Scholars have recognized the link between employee experience and customer experience. This research investigates how HR practices, such as recruitment, training, performance management, and employee well-being initiatives, impact employee engagement and ultimately influence the quality of customer interactions and experiences.

6. Talent Management and Customer Relationship Management (CRM): The alignment of talent management strategies with CRM has been explored to leverage customer knowledge and enhance employee capabilities. This research examines how organizations can integrate HR practices with customer-focused strategies to achieve sustainable competitive advantage.

7. Social Media and Employer-Employee Relationships: The impact of social media on employer-employee relationships and employer branding has been a focus of research. Scholars have investigated how organizations utilize social media platforms for recruitment, employee engagement, internal communication, and building a positive employer brand image.

8. Employee Advocacy and Brand Ambassadors: Research has explored the role of employees as brand ambassadors and advocates for their organizations. This includes examining the factors that contribute to employee advocacy behaviors, the impact on brand perception, and strategies for fostering employee brand advocacy.

9. Marketing Skills for HR Professionals and HR Skills for Marketers: Scholars have highlighted the need for HR professionals to develop marketing skills, such as market research, branding, and customer insights. Likewise, there is a growing interest in developing HR competencies among marketers, including understanding employee behavior, engagement, and talent management.

These research trends illustrate the evolving relationship between Marketing and HR, emphasizing the importance of collaboration and integration between these two functions to drive organizational success, enhance customer experiences, and create a positive work environment.

Employer Branding, Personal Branding, Corporate culture and Internationalization, Internal Marketing and Internal Marketing Communication, Talent Attraction

You can search for these items on Web of Science and Scopus