‘Think, Feel, Do’ for HRD budget allocations: a marketing approach to leverage HRD persuasiveness

Abstract

ABSTRACT Human Resource Development (HRD) initiatives are crucial for organisational growth and employee satisfaction. Nevertheless, securing budget allocations for HRD programmes can be challenging. This perspective paper critically suggests using the ‘Think, Feel, Do’ (TFD) marketing framework to aid HRD professionals in bolstering their persuasiveness when advocating for budget allocations. Through comprehending how to captivate the cognitive (think), emotional (feel), and behavioural (do) reactions of budget holders to information, HRD professionals need to adopt a strategic and comprehensive approach to effectively convey the value proposition of their initiatives, thereby impacting the decision-making process of budget holders.