BRANDING THE HR WAY

PRESENTED


BY:

Ø Preeti
Ø Ritika
.

.
BRAND

 Brand has been define as “name, term, sign,

or design or a combination of them, intended
to identify the goods & services of one seller
or group of seller & to differentiate them
from those of the competitors.

 HR BRANDING
 The package of functional, economical and
psychological benefits provided by the
employment and identified with the
employing company.
 Evolution of HR Brand
 . STAGE 1
Branding as a logo for part icular product

STAGE 2
dividual product /service brand st rat egy wit h HR support ing product

STAGE 3
rporat e brand act as value for st rat egic w it h HR support ing product

STAGE 4
rat e brand seen as a cent erpiece of st rat egy wit h HR pivot al driving role
Brand as a system:
 Brand can be consider as a system. The brand
system has four components:
ØOffer
ØIdentity
ØExperience
ØImage
Offer


It is the service or group of services that the

brand rendered to its customer.
In the content of HR offer could be visualized

as – Compensation package, tanning

programs, good working environment, etc.

Identity
Brand identity implies how a customer
actually perceives a brand or a company.
Names, logos, slogans, advertising,

packaging, vision and mission strategy of HR

department make up the brand identity.
Image
 Brand image is what the people think of the
brand. The internal customers are the people
who carry the brand image forward. This is
based on the interactions with HR
department.
Experience
 Brand experience is the aggregate of all the
perception that result from the interaction
with a brand. Employees assign different
level of importance to different facts of their
experience.
4 Ps of HR

ØPeople
Øpackage/Pay
ØPerformance
ØProspects
 People
 The challenge faced while structuring the
brand is to establish a sustainable strong
partnerships with both internal and external
customers.
 internal customer

Int eract ion of HR depart m ent
 external customer

Package/Pay
 That is pay for performance. It refers to a
wide range of compensation options,
including merit based pay, bonuses, salary,
and group incentives.
Performance
 This factor can be viewed in two dimensions:-


qActual performance


qPerformance management
Prospects
 This component of HR discusses the need for
career development and advancement within
the organization. Most of organization
prepare interesting & attractive brochures to
describe career path.
High Performances HR
practices
 HRM practices which help in building a
consistent HR brand:-
v Highly selective hiring and focus on
attitudes & cultural fit.
v Extensive training & skill development.
v Self managed teams & decentralization of
DM.
v Equal importance to both techinical &
conceptual skills.
Cont…
vReduction of status & wage inequality
vEmployment security
vBetter compensation package
vOrganizational performance & employee
ownership
vTransparency in financial & performance of
organization
Benefits of building a brand
for HR department:
qCredibility
qAct as catalyst for pushing change
qShorthand communication for getting
message out
qHelps in recruitment & retention of best
employee
qIT enhances performance & commitment of
employees
qMaintaining brand identity
qAligns individual goal
Benefits of building a brand
for HR department
qCredibility
qAct as catalyst for
pushing change
qShorthand
communication for
getting message out
qHelps in recruitment &
retention of best
employee
qIT enhances performance
& commitment of
employees
qMaintaining brand
identity
qAligns individual goal

Limitations:
1.Employees perception at all times is not
same.
2.There is no appropriate method for
prioritizing
3.People may not have proper knowledge
towards branding.
4.Marketing and branding always overlap and
create confusion
Conclusion:
 We go for brand because of reliability. It’s the
popular brand which provide reliability. The
practices and policies of HR department and
its outlook create a certain brand for HR.
The popular the brand, the better are the
chances that an organization can attract the
best talent.
.