The Results Are In. Now What?
How the Election Has Impacted HCM Marketing

On November 8^th, we witnessed a shakeup (rather an earthquake) that has all of us on unsteady ground. No, this isn’t another post around the uncertainty of government. We prefer to remain non-political. Rather, this is about the rude awakening HCM marketers felt on the morning of November 9^th.

Unless you’ve been living under a rock (though I’m guessing the shockwaves of this news has even made its way to the sub-layers of the globe) you know that come January 20^th, Donald Trump will be sworn in as this country’s 45^th president. And, coupled with a new Republican majority in the Senate, this shift in power signifies sweeping reform. Policy changes abound. A slew of new legislation will be born. And many of our trusty HCM marketing programs are to go by the wayside.

Got ACA campaigns? Sure. Who doesn’t? But for how long?
EEOC was poised to have a huge impact on HR. And queued up for Q1. But now? Who knows.

The reality is, the election results have human capital management in a state of flux. A new White House administration will arrive and is expected to slash amendments, usher in new laws, and create policies that have HR Departments’, solution providers’, and marketers’ heads spinning. So now what?

Step 1 – Outline what we know for sure. For example:

• Affordable Care Act – Repealed. No wait, amended. Well, definitely not spared.
• Medicaid Funding – Yes. No. Maybe.
• Maternity Leave and Childcare – Sure, why not. But why?
• E-Verify – …for everyone. Right?
• FLSA Overtime Rule – YES! (Though 50% of businesses may not be affected now.)

See where we’re going with this? What we know for sure is that we don’t know anything for sure. But that doesn’t mean we get to stop doing our jobs.

Prior to the election, 190west had considered the potential impact the outcome could have on client campaigns. After all, it was no secret that the Affordable Care Act – dubbed “Obamacare” and a staple of annual HR marketing plans – could be on borrowed time. And now, here we are. So, having some sort of strategy at-the-ready to get clients through this volatile time and maintain results driven marketing programs was already in the works.

We’ll offer up a few tips that can help ease the transition (from a marketing prospective that is):

• Don’t Make Any Rash Decisions: If you are currently running campaigns where the legislation is in jeopardy, consider the timeline. All we know right now are “proposed” changes that have been mentioned. Hearsay really. Nothing has been set in stone. And until it is, keep running with it. You can begin to reallocate the budgets and focus on other areas, but don’t completely discontinue what is working just yet.
• Communication is Key: Whether you work in an HR department or represent an HCM solution provider, you can believe that everyone is just as lost as you are right now. From healthcare to E-Verify, these changes are going to have a significant impact. Keep the lines of communication open and reassure them that you are monitoring the situation. Provide potential options and solutions for things that may be coming down the pipeline – a proverbial light at the end of the tunnel. Be the partner and resource they need at this juncture.
• It’s OK to be Reactive: As marketers, the last thing we want is to implement are the knee-jerk campaigns that have not been well thought out. After all, a campaign by design is meant to be proactive and work in conjunction with multiple tactics. However, we’re at critical mass here people. Right now, none of us know how these changes are going to play out. Or, when those “guaranteed” changes will be rolled out. All we can do is plan to react if, and when, current legislation is augmented and do the best we can until a more decisive strategy can be implemented.

The first 100 days in office will be telling for all. And whether we like it or not, we’ll have more clarity, answers, and direction. Until then however, the best advice we can give is to focus on the status quo. Don’t concern yourself with long-term macro campaigns until definitive rulings take place. Like Garth Algar from Wayne’s World once said, “Live in the Now.”

Current events may be your best friend and your worst enemy. While the state of the States has all of us shrugging our shoulders and popping ibuprofen like smarties, it does present HCM marketers with a small, yet viable, silver lining of topics to address.

For example, discussing politics in the workplace is a hot button topic right now and may lead to the increased enforcement of employee policies and handbooks; healthcare reform can segway to open enrollment and coverage options; and the likelihood of new tax laws will certainly create headaches for payroll and compliance. Though the details have not been released, the opportunity to remain proactive and relevant with a 10,000-foot view, as opposed to granular campaigns, certainly exists.

As daily appointments and new initiatives come to light flooding headlines and giving us all a glimpse into the next four years, 190west continues to assess our HCM clients’ campaigns and modify the message as needed. And you should consider doing the same. To learn more about how we achieve this and our comprehensive digital strategies, get in touch. Now is the time to transition your own marketing programs to align with the transformation facing today’s HR.  You can schedule a free consultation with a call today.