What HR Leaders Can Learn From LEGO To Build An Engaging Culture

There’s a lot of talk about how marketing teams come up with the next big global campaign, but what often gets missed is the role HR can play in shaping those strategies. It’s easy to think of marketing as a completely separate universe from HR, but smart CHROs know better. When HR steps in to partner with marketing, magic happens—not just in brand perception, but in building a stronger, more cohesive company culture that resonates inside and out.

Global marketing isn’t just about catchy slogans and slick ads; it’s about understanding human behavior, cultural nuances, and how data and technology drive decisions. Who better than HR to bridge the gap between a company’s people strategy and its marketing message?

Data-Driven And Ethical Marketing: The Essential Role Of HR

Today’s global brands are playing in a different arena than they were a decade ago. Data and technology have changed the game entirely. From social media to artificial intelligence, the ways companies understand and engage with customers are more sophisticated than ever. But with great power comes great responsibility. With the rise of digital marketing, there’s also an increased focus on ethics—how data is collected, stored, and used.

HR’s role here is critical. CHROs should be asking, “How are we training our marketing teams to use data responsibly?” and “Are we equipping them to understand the ethical implications of their strategies?” It’s not just about avoiding a PR nightmare; it’s about aligning the company’s external messaging with its internal values. By stepping in, HR ensures that marketing strategies are not only effective but also ethical and reflective of the organization’s core principles.

LEGO’s Global Success: A Masterclass In HR And Marketing Alignment

When it comes to successful global marketing, LEGO stands out as a prime example of how HR and marketing can work hand in hand to build a powerhouse brand. LEGO’s HR team has done more than just support marketing—they’ve partnered with them to create a culture of curiosity and innovation that resonates globally.

LEGO’s success is rooted in its understanding that the brand is more than just bricks; it’s about creativity, storytelling, and imagination. This perspective comes directly from a strong partnership between HR and marketing, where both departments understand that employee engagement directly impacts brand authenticity. HR has been instrumental in fostering a culture where every employee, from designers to marketers, is encouraged to think like a child—full of curiosity, wonder, and a willingness to explore.

This alignment is not just internal; it reaches out to the customer experience as well. In some of the classes I teach, I use a case study about how LEGO responds to customers who report missing parts in their sets. Instead of a standard, scripted reply, LEGO’s customer service adds a creative twist that delights customers. For example, when a customer named John discovered his $350 Mos Eisley Cantina LEGO set was missing a bag, he received this response:

“Dear John,

Thanks for getting in touch with us and providing that information! I am so sorry that you are missing bag 14 from your Mos Eisley Cantina! This must be the work of Lord Vader.

Fear not, for I have hired Han to get that bag right out to you.

Have a bricktastic day and may the force be with you.”

It would be great if HR could be just as fun when training marketing teams. This kind of customer interaction reflects a work environment where curiosity and creativity are encouraged at every level. HR can help drive these values by embedding them in their training programs and internal communications, ensuring that everyone from customer service to marketing feels empowered to connect with customers in authentic, meaningful ways.

Cross-Functional Collaboration Between HR And Marketing

Let’s take another lesson from LEGO’s playbook. The brand has allowed regional teams to adapt their messaging while ensuring it all aligns with a global narrative. The real success here isn’t just about brilliant marketing—it’s about seamless collaboration. HR leaders at LEGO have broken down silos between departments by setting up cross-functional teams that bring together HR, marketing, product design, and even customer insights. This holistic approach means every campaign is a product of diverse perspectives, which strengthens its appeal across global markets.

HR can facilitate similar frameworks by ensuring ongoing dialogue between teams, hosting workshops to share insights on cultural dynamics, and creating spaces where employees can experiment with new ideas without fear of failure. When HR drives collaboration, marketing can focus on what it does best—connecting with people.

Human-Centered Marketing: The Future For CHROs

If there’s one takeaway for CHROs, it’s this: marketing is about people, and that’s your expertise. The most successful global marketers don’t just push products; they build relationships and trust. That’s where HR can offer unique value—by ensuring that every marketing effort is grounded in a deep understanding of people, both inside and outside the organization.

Encourage your marketing teams to think beyond the data points and dig into the human element. What are the hopes, fears, and dreams of the people you’re trying to reach? When marketing teams understand this, they’re not just creating ads; they’re building connections that last.

Actionable Steps For CHROs To Influence Marketing Success

So, what should a CHRO do differently? Start by embedding the principles of cultural curiosity, ethical marketing, and cross-functional collaboration into your training programs. Push your teams to think globally but act locally. Encourage marketing to engage in dialogue with other departments, from data analytics to customer service, to get a more rounded view of the customer experience.

LEGO’s success is not just about colorful bricks but about building a culture where HR and marketing collaborate to keep curiosity at the center. In a world where data is king and technology moves at lightning speed, the human touch is more important than ever. By partnering with marketing, HR can help ensure that global strategies don’t just land—they connect.