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HR ± Branding
(ArticlesBase SC #3645505)
Introduction: Human Resource: Human Resource is increasingly receiving attention as critical strategic partner, assuming stunningly different, far reaching transformational roles and responsibilities. Human asset is having most important priority in the organization and it integrates all human resource policies and programmes the frame ± work of the company strategy. Human resources help in transforming the lifeless factors of production into useful products. Branding: Branding is endowing products and services with the Power of the brand. Branding is all about creating differences. To brand a product it is necessary to teach consumers by "WHO" the product is, "WHAT" the product does and "WHY" consumers should care. Branding involves creating mental structure and helping consumer organize their knowledge about product and services in a way that clarifies their decision making and in the process provides value to the firm. Human Resource Branding: Branding in Human Resource has traditionally been a limited to the employment function. The Human Resource Branding has become a concept of great interest. The importance of mastering the concepts and skills behind branding has a greater implication for Human professionals. Now a day's more and more eyes are looking towards Human resource as the call for need. Customers differentiate firms by their products. Marketers have traditionally used "The 4 Ps" (product, price, position and promotion) to set the products of their firm apart from those of the competitor in the market place. Employees now differentiate their jobs by HR branding .The 4 Ps of HR are People, Pay, Position and Prospects. As the functions of HR started spreading across the organization, the services rendered by the HR department to the employees can be treated as the same thing as selling services to the external customer. Hence, the HR department should care about its brand identity. For a company to be successful, it has to attract, motivate and retain the best and brightest, making it competitive in the race. As organizations are complex, open systems, single interventions are not enough. The best organizations have compelling people strategies that are perfectly aligned with the organization's business strategy. Once the people strategy is aligned with the business strategy, you can begin creating a great place to work. The HR brand has to be aligned congruently with what the company delivers to the employee, customer, public and shareholder. In today's knowledge driven economy, HR plays a strategic role in bringing in the right kind of people into the organization. In a sense, HR is the first face of an organisation for a new prospective employee. Market research has revealed that strong brands contribute to strong competitive presence. In this way, the HR in its new avatar, the importance of branding HR follows quite as a corollary. The brand 'HR' can be well built by concentrating on the factors, which directly or indirectly influence the expectations of an employee. HR department should take decisions that would not discourage employees from being aligned to the brand behavior. The factors that impact the employer brand are: 1. Reputation/ integrity 2. Culture 3. Recruitment / orientation 4. Pay and benefits 5. Work /Life balance 6. Leadership and management 7. Performance management, growth and development Of these seven factors in the employer branding model, four have proven to be crucial for a large majority of high performing employees. These are: Culture Pay and benefits Leadership and management Performance management, growth and development. Only two of these four factors form a crucial part of the employer brands of majority companies: A highly developed culture and outstanding leadership Management qualities.
vision and mission statement of the HR department make up the brand identity. packaging. the offer should be clearly described for a brand to be successful. But all the experiences are not equal. customers. if you believe employer branding is only about recruitment. A good job brand clearly articulates and demonstrates how a specific position fulfills on a company's brand Promise to its customers and how a company's employment promise is delivered back to its employees for that particular position. setting expectations and making an impression. then it would be very difficult to communicate the offer to the target segment. Example: Compensation packages. and if the offer is complex or it is difficult to explain. Names. Your 2 . Companies have different lifecycle stages and therefore will have different objectives at various stages. This provides information to employees to determine an impression on the HR department. logos. This is primarily based on the interactions with the HR department. and other key stakeholders). engagement. Image: Brand Image is what people think of the brand. a good working environment. Hence. Define employer brand objectives and project scope Defining your objectives up front will save you time and money in the long run and keep your program on time and on budget. Offer: It is the service or a group of services that the brand renders to its customers. Employees assign different levels of importance to different facets of their experience. We define a job brand as the employment value at the job-specific level. slogans. Job brands have the ability to: Increase candidate pipeline Differentiate your opportunity from the competition Attract new talent at the job level Increase performance through highly engaged employees Increase retention rates through better alignment with your culture Tell a compelling story that generates interest in your opportunity. how does it deliver on a company's brand promise. 6 Steps to an Employer Brand Strategy: y y y y y y y y y y y y · · · · · · Determine how employer branding is viewed inside your company Define employer brand objectives and project scope The relationship between HR. Identity: Identity is defined as every thing that assists in attracting attention. Experience: Brand experience is the aggregate of all the perceptions that result from the interactions with a brand. If you take too narrow a focus on employer branding. it is likely your organization will have already closed up shop on employer branding as a result of the economic downturn while competitors who understand the concept are continuing to invest resources as part of a long-term employer branding strategy to attract and retain talent. The brand system has four components which are inextricably tied and interdependent. etc. clients. A good job brand delivers a message to its audience communicating what is the job." Employer branding is therefore concerned with the attraction. and what does it mean to the people doing the job. Your employer brand is "the image of your organization as a µgreat place to work' in the mind of current employees and key stakeholders in the external market (active and passivecandidates. advertising.Why an employee/employer prefer to brand their job: Brand as a System We can consider brand as a system. Employee assistance programs. Training programs. For example. what does it take to perform. it is likely to end up as a departmental project that's not aligned with the overall business strategy. and retention initiatives targeted at enhancing your company's employer brand. marketing. and communications Discovering your employer brand CEO and senior management engagement Communications planning Determine how employer branding is viewed inside your company You should define what employer branding means to your company.
including web. both top-down and bottom-up? Which positions are most critical to our success and what are we currently doing/need to do to attract. Discovering your employer brand The key to developing your employer brand strategy is to arrive at a comprehensive understanding of the organizational culture. social networks. marketing. consolidation? What kind of culture do we have? How consistent is it across geographical and divisional boundaries? What behaviors are felt to be most characteristic of the organization? What are the moments of truth when your organization is at its best (and worse?) What is the most useful way of segmenting the employee population in terms of their cultural characteristics and distinctive needs? How consistent are the messages we are communicating internally and externally about our organization as a place to work? How do we inform our vendors? What are the most effective channels of employee communication.g. growth. Your objectives may include integrating the cultures of two companies during a merger. etc. roundtable meetings). increasing volume of hires for a summer recruiting campaign.g. and corporate rating sites). PR. engage. The relationship between HR. 5. marketing/communications can offer some compelling strategic support such as website analytics and target-market segmentation). decreasing staff turnover rates. alumni events. social networks. 3 . the organization's external reputation can be considered through both external focus groups and/or some level of online reputation audit to determine µwhat is being said' about the organization via web channels (blogs. marketing. compelling. external perceptions.objectives may be related to the whole employer brand program or a specific employer brand project (e. The Employer Brand Institute's global survey found engaging with these key stakeholders is very important in achieving employer branding objectives (see figure 1) and could be conducted using a roundtable forum on employer branding. work experience. The rate of growth of these channels can be mind-boggling and while their use may not fit the stereotype of a conservative company that has been around for 100 years. 3. key talent drivers (engagement factors). establishing an alumni program or employee referral program). 6. and retain them? Communications planning There is a plethora of offline and online media channels available to communicate your employer value proposition to your target audience. 1. and creativity/strategy minimized to the detriment of the outcome. Taking a strategic approach toward your employer brand will ensure your team is able to assess these innovations as they appear while maintaining focus on the longer-term objectives. power struggles ensue. improving candidate quality. human resources often has to drive employer branding through internal education and awareness building. The strategy and messaging are designed to attract/engage/retain talent. 4. To obtain both budget and buy-in. differentiated. and communications (e.000 followers!) to communicate with their target audience. projects can be delayed. appropriately received in the external market and consistently delivered upon by the organization. and management practices. leadership vision. print. strategic talent management endeavor. Who would have thought three years ago a micro-blogging platform where only 140 characters can be used in communicating a message would be used successfully by companies such as Zappos (the CEO has over 590. focus groups. leadership interviews. Areas for discussion could include: How will a stronger employer brand support our business strategy ² M&A's. and communications Ownership of the employer brand strategy is often a gray area that should be clearly defined so all key stakeholders achieve consensus and are united in the objectives. it pays to test these sites for benefits or risk losing ground to your competitors. In this era of increasing transparency. CEO and senior management engagement It pays to have conversations about your employer brand with the CEO and senior managers in the early stages of developing your strategy. the employer brand is a long-term. and that will be internally embraced. events. While some level of oversight or standards adherence is natural and may vary depending on the organization. 7. It's also an ideal phase to do some competitive intelligence gathering and benchmark against available insights. In instances where there is a lack of collaboration. or reviewing and updating your career website to appeal to graduates. This can be supported through quantitative research (e. which clearly sets up a strong case for collaboration between human resources.g. Operating from this position of intelligence supports the construct of a message platform that is authentic.g. 2. survey mechanisms) and qualitative research (e.
and validate by your U. The ongoing challenge is to establish new deliverables and to sustain strong partnerships with both internal and external customers. Conclusion: Why do we go for brands? The answer is simple -. The ability to see the big picture-and to deploy the resources to address the big picture-will be more important than ever. The focus in this review paper outlines all that are required to make HR the best brand.S. Have a solid understanding of cultural diversity in communicating your brand to your target audience. 4. 2. Marketing and branding always overlap and create confusion. Determine Your HR Department's Current Reputation and Brand If you were to ask your employees today. The practices and policies of the HR department and its outlook create a certain brand for the HR. you need to ask yourself some important questions: 4 . There is no appropriate method for prioritizing things. however. Benefits of Building a Brand for HR Department 1.reliability. First. but also for their own survival. not only for the purposes of contributing to the organization's bottom line. There is no point building a presence on Facebook if you don't allocate the resources to respond to messages from the community that has joined your fan base! Companies like Standard Chartered Bank and Phillips ensure a consistent brand is communicated globally through recruitment communications with changes for local nuances such as language. This not only ensures clarity in brand positioning. internal consultant. Your own workforce can be helpful in determining what works best in their region and the assistance from a local vendor may also add value. workforce doesn't mean you'll get the same level of buy-in when suggesting to regional offices they use the same set of communication collateral. Article 2 HR as Product: Be the Brand of Choice Rethink Your Role as a Human Resources Department From Judith Brown* It is time for Human Resources practitioners to rethink their role and that of the HR department. It improves credibility and strengthens the bonds of trust between HR department and the employees. In reality. 3. tested. operational and administrative expert and both employee and employer advocate. Limitation: 1. they are new. 2.The key is to test and trial these channels and arrive at a communications strategy that provides maximum impact and efficiency for minimum investment. 3. People may not have proper knowledge towards branding. HR continues to balance the demands of several different roles: business partner. your human resources department needs to rethink its role and do some in-house marketing. it saves on design costs and increases campaign speed to market. Although the questions may be the same. It acts as a catalyst for pushing change. roles that aren¶t likely to create a mad rush of HR people arming themselves for the future. Attracting knowledge workers has become a Herculean task for the HR department. the answers most assuredly are not. It is communications shorthand for getting the message out. Employees perception at all times is not same. This may sound like business as usual. The better the brand. Just because the messages were tried. Only the best practices and the best environment can assure their interest in working for the organization. better are the chances that will attract the best talent. marketing research and public relations. It's the popular brands which provide this reliability. "What does the HR Department do?" would they mutter something unintelligible to you and make a run for it? If that is the case.
so others will know you do much more than simply process papers. like A) Nature of Business B) Nature of market C) Target reception D) Budget flexibility E) Long term mission of the organization F) Organizational structure. however. processes and programs.com +91 9845676315 This is a market oriented era. Talk to Employees to Learn the HR Department Reputation and Brand The key is to open up conversations with all levels of employees. every HR practitioner needs to take on a public relations role-starting with your own employees. You have to get out of the HR office and into the world of your organization¶s employees. which means that HR must communicate. it¶s very difficult to convince people. If your organization has a good brand image in the market. or pleasant. No one knows your capabilities as well as you do. people-pleasers? Do employees understand and appreciate the importance of the HR department in furthering the organization's mission and objectives? Does the HR department make an effort to market its services to the organization? If it does not. it may not yield the same results as it would have got by going to IT Fair or something similar. From an HR point of view branding is very important. Employees. You can. A real estate company may go for some road show on property market. and present yourself in the role of facilitator instead of enforcer. Think of yourself as a product and do some smart marketing. for the most part. minton. 5 . The best form of advertising is the actions you take. B) Nature of Market ± It is always recommended to gauge the market before going for any project which involves market risk Like if you are targeting to explore a Financial market or banking and at the same time it is marred by some other factors like Inflation. solutions-oriented partner. Then it must promote what it has done and can do. you can promote the HR department as a flexible. The marketing of the HR department requires you to demonstrate your problem-solving skills. HR staff must educate the organization about its capabilities and potential contributions. Amicorp group. Etc. That communication must consist of equal parts of listening and promotion. HR must listen carefully to what its customers need." To position the HR function for the next decades.rohit@gmail. Finding these answers requires dialogue. adaptable. If you have a good brand value in market. By your actions. Article 3- Employer Branding A New HR Arena Contributing Writer: Rohit Minton.y y y Do you know what your HR department's reputation is among the employees? When HR is mentioned. do managers picture savvy strategists. still see HR as "those people who handle benefits and do interviewing. Branding Strategy A) Nature of Business ± Branding should be based on the nature of business. you need to design your strategy which could help you in overcoming the negative trend. Lots of factors may influence the branding strategy of an organization. These are the few to count on but there may be many as per the business. An organization with no brand name has to shell out lots of money to attract and retain the right candidate. easily correct this reputation. backward bureaucrats. it will help you in getting right workforce at right time and at the same time you will have a control over the employee cost. Like if an IT company goes for a fashion show.Assistant HR. a resource to whom the organization can turn when it needs problems solved. you will get good response if not. then it has the reputation it deserves. Branding can be done in two ways: (1) External Branding and (2) Internal Branding. First.
you can market the clear definition of roles etc. do associate with a medium sized organization and if medium you can align with either of these. Always keep in mind that choose as per you organization status meaning if you are a small firm. Idea should be you get a nice coverage in the popularity cake. you can create an auto reply which can contain brief description of the key aspects of candidate s and public interest and at the same time introducing your company to the public. type of newspaper etc. (h) Tagline Create a nice. work etc. Organizational structure is the strength of any organization and any event or branding can be done based on that. F) Organizational Structure ± Organizational structure is also very vital part for deciding any strategy. If you target only to employ people for your workforce requirement. D) Budget Flexibility ± Budget always plays an important role in deciding the strategies. (d) Corporate Social Responsibility Corporate social responsibility refers to corporate getting associated with society for some noble cause. you can boast of Flatness and claim of equal behavior. But this may cost you big bucks and ultimately increasing your cost dramatically. probability is very high that you will end up spending your time and resources in wrong direction. It s always better to go for pop ins as most of web browsers come with pop-up blockers. (b) Banners Banners are also a good mean for branding. you can place job Ads which may seem expensive at the first glance but in terms of attracting the correct workforce. low budgeted branding event. Corporate can align and attach with any of these and share the stage. The association can be in any mode either getting associated with a Charitable Trust or a NGO or some other public venture. goals. you can go for advertisements considering the individual day circulation. By Online banner. (e) Public Events Public events are one of the major ways of creating a brand image. E) Long Term Mission of Organization ± Also the long term as well as short term goals of the organization should be kept in mind. An organization can participate in any of the public event and assuring that it does not get disappeared in the crowd of many brands or big names. Like if your organization does not have lots of hierarchy steps. attractive tagline or a punch line for your brand and give it a significant visibility in all your branding efforts. If the organization does not have any long term goals in the target market or location. Let s see the different means of doing external branding. (c) Road Shows Road shows are also an important mean for creating brand awareness. rapport of newspaper.C) Reception Target ± It¶s always good to define the reception target or the audiences. 6 . (a) Use of Job Sites As HR the first thing which comes to the mind is recruitment. for attracting people towards your organization. If you target the local public.large or medium. so Job sites also offer good branding opportunities through different means like Pop ups. (g) Email For mail ids related to job portals. your organization name will be flashed on different web pages as per your choice and price. its always recommended to partner in any event where other participants are not of your field and it has got at least one participant who has got a good market value so that you can attract the crowd. This is an expensive method of branding. (f) Newspapers Branding can be done through newspapers as well. it¶s always recommendable not to go for branding or it is very much required go for a small. target readers. If you are planning to sell Villas and targeting the middle class. Banners can be of both types means Online Banner and Street banners. If your budget doesn¶t allow you to spend a lot. it can do magic. pop ins etc. And if you have different layers. presentations. You can organize talks. The tag line should be in accordance with your organization values. External Branding External branding refers to branding which is done by using external sources and which may (or may not) require some investment in monetary or other forms. It should be informative as well as crispy so that the audience reads it and just doesn t do Shift Delete. Street banners are good for bigger requirements. seminars etc. (i) Align with celebrity Aligning with a celebrity is also a good way of creating a brand image. so that it reflects an overall image of the brand everywhere.
there alignment with the company. (e) Policy Information Always design your policies very strategically. (f) Customer Orientation Customers are always the most important factors. Customers can be of either type. A satisfied employee is a productive employee. etc. A frequent internal policy change sends a message to the outer world that the company is not consistent and knowledgeable and reliable. You can use your internal organizational staff for this purpose. (b) Stays Interview . Always keep your workforce motivated towards delivery of customer oriented services. (d) Employee Satisfaction Employee satisfaction is always very important for any organization to grow. (a) Front Office Always pay attention to your front office because first impression is last impression. (h) Trained Employees Always ensure proper training of employees before they are engaged in work. 7 . It should be kept neat and clean with a pleasant receptionist who always maintains freshness and welcomes the guests with courtesy. organization. the list may increase or shorten. The training should be in all the aspects like policies. (c) Exit Interview An exit always carries a fair chance of initiating the chain reaction among the employees so always be very careful in analyzing the exiting reasons so that you can overcome the justified ones in the future. vision.Internal Branding Internal Branding is comparatively a cheaper way of branding. These are few to count with but based on the requirement and strategy. This will project a good picture of organization on the new employee. either in terms of internal events participation or external events. A policy should be designed in such a way that it holds good even after a long period of time. mission. (g) Employee Participation Always try to ensure the maximum participation from the employee side.HR can always conduct stay interviews in which they can interact with the employee and ask them regarding their career prospects. These feedbacks can be analyzed and used for different purposes by which you can create an internal brand image of the country. you can relax because they will create a good and positive rapport for the company in the market outside. internal or external. If your employee is satisfied. there feedback regarding their concerned departments.