human resource as a brand
Post on 12-Feb-2017
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What is Brand That meets your basic requirement Promise certain quality & style that you have come to
rely upon Companies like Nike, Lexus and Ralph Lauren
understand the importance of brand identity. They spend millions of dollars to develop and
communicate to customers. Marlboro stands for rugged individualism. Rolex stands
for quality. And McDonald s stands for cleanliness, consistency and quick service.
Top 7 Characteristics of Successful Brand
As volume of competition It’s obviously important to offer a quality product or service, effective branding is often at the heart of the companies that thrive
Brand Perception About you, a product, a service, an
organization, a cause, or an idea Brand building is the deliberate and skillful
application of effort to create a desired perception in someone else’s mind.”
1. Audience Knowledge Understanding demographics (Target Market) Their interests and how they communicate Help’s to create an organic, human connection
between a business and its audience. Eg: Wall Mart
2. Uniqueness Distinctive Apple - Innovative products and minimalistic,
aesthetic appeal. Domino’s Pizza - 30 minutes or it’d be free TOMS shoes donates a free pair of shoes to a child in
need for every pair of shoes that are bought.
3. Passion Build brand for the long run Passion for hard work & delivering greatness Passion leads to enthusiasm and genuine joy, which
is infectious. Example : Steve Jobs
4. Consistency Quality No one wants to deal with a company they can’t rely
on for consistency Inconsistency is often enough of a reason for
consumers to take their business elsewhere. Example : Restaurants
5. Competitiveness Strong Team Constantly strive to improve Seahawks Coach Pete Carroll’s book, Win Forever,
6. Exposure To reach consumers through multiple channels Bigger marketing budget and more existing
connections Television commercials, be featured in globally-
recognized magazines, and rank highly in search engine results pages.
7. Leadership An influential leader behind every successful brand For large companies, this may be the CEO For smaller ones, it’s usually the owner
What is Human Resource Management
Human Resource Management Recruitment Selection of employee Proper orientation and induction Proper training and the developing skills Assessment of employee Proper compensation and benefits Employees safety Motivation Proper relations with labor and with trade unions Welfare and health
Why name human resource management?
Human: refer to the skilled workforce in the organization.
Resource: refer to limited availability or scarce.
Management: refer to maximize or proper utilization and make best use of limited and a scarce resource.
What is Human Resource Management
Why name human resource management?Human: Refer to the skilled workforce in the organization.
Resource: Refer to limited availability or scarce.
Management: Refer to maximize or proper utilization and make best use of limited and a scarce resource.
The Current and Future State of Human Resources Leadership
Traditional Approach – To hire, recruit, discipline, lay off workers, and to terminate when necessary
Amidst rapid globalization, demographic challenges, and wars for talent
Today’s HR professionals are sought after for their strategic knowledge and their abilities to plan for a workforce
Creative about helping organizations and businesses to evolve Employer of choice
What Employee Want From HR HR should engage more seriously with finding out what its customers
need and their experiences of current HR services
HR needs to be responsive
Managers want an independent-minded HR function
Employees do want an HR function with strategic business impact
The customers of HR want a ‘proactive’ HR function
Customers want professional HR support from real ‘people partners’
Now, take a moment and think about human resources in your company as if it were a brand. What does your HR organization stand for? What have your customers come to expect from HR ? When HR is mentioned, do managers picture savvy strategists, backward bureaucrats or pleasant people-pleasers?
If you want your organization to be perceived as more strategic, more valuable, more reliable, more whatever, you need to start thinking about what customers want from you, how well you deliver it, and how to improve your overall brand image. This isn t just about fancy packaging, catchy slogans and name changes, either. Managers and employees will see right through surface-level improvements. This is about thinking like a business with a product to be developed, marketed and reliably delivered to customers who want your services.
Why should an internal function with built-in customers care about their brand identity, you ask? After all, selling HR services to employees isn t the same thing as selling khakis to teenagers, is it?
HR perspective
Values and Culture
Performance Review
HRProcesses
Leadership
Organisation,Team and Job
Design
Individualand Team
Competence
Core WorkProcesses
HR perspective Employer Brand“what do people think of us?”
Recruitment Processes“how we do attract talented people to us?”
Reward & Recognition“what keeps our talent with us?”
Performance Management“where is our talent in the organisation?”
Talent Management“how do we manage our talent?”
Communication“how do we talk to our talented people?”
HR BrandingHR Branding
Art of capturing the heart and soul of your organization Recognizable and attractive Engage and retain the strongest employee talent Designed to increase employee moral, pride and ownership of
work Together work to build a strong human component of business.
The Importance of Effective Branding: Leads to qualified recruitment candidates The employer and industry reputation is a key factor in
the minds of prospective employees..
HR Branding Remove the drag caused by a high turnover rate. Match business strategies and goals HR branding is two fold:
Communication• With the candidate• With existing staff
Treating employees well, a good team environment Good career path and finally money.
The Potential Value of Human ResourceBranding
Coordinating HR functions with marketing tactics
Alter the firm’s identity and reputation
Three stages of the external customer experience: attraction, selection, and retention
All forms of branding involve various management tactics
HR branding can be based on the lessons learned from product and service branding
Organizations can treat potential and current employees as internal customers
Employment opportunities as the product that they offer
The Potential Value of Human ResourceBranding
From this perspective, management can apply different models of consumer marketing. For the labor market, companies may manage as they would with their commercial products, essentially specifying the benefits and costs of the vacant positions. For potential employees, companies can provide the information needed for desired candidates to make an informed decision to apply, select, and ultimately, stay. During this progression, HR brand equity is accrued through interactions between firms and internal customers in much the same way as with external customers
Three components of HR branding
Component of HR
Branding During…
Attraction Selection Retention
Employer BrandingManaging the firm’sreputation
Helps ensure the right type ofapplicants apply for positions.
Helps ensure employees who fit with the organization’s culture are hired.
The good reputation of a company lends prestige to a position, and employees want to maintain the association.
Internal BrandingManaging the firm’sculture
A positive work culture is highly sought in today’s labor market, and firms with a reputation for such an environment will attract many applicants.
A well crafted and definedculture will help companiesidentify individuals who share the same norms and values.Applicants with this good “fit”will also be more likely to accept job offers.
Employees who share the same values and norms with their employers are more likely to stay. Similarly, if the work culture is consistent with the company’s mission, employees are more likely toremain motivated and engaged.
Total RewardsBrandingManaging the firm’svalue proposition
Companies with a reputation for providing high rewards (intrinsic and extrinsic, and including employee development) attractmore applicants (and morequalified applicants).
Greater compensation (bothintrinsic and extrinsic) increases the probability a candidate will accept a job offer. Being able to effectively communicate the rewards package facilitates this.
Both intrinsic and extrinsic rewards help retain employees. Making employees aware of all aspects of the total rewardspackage helps them understand the full value of their compensation package.Getting employees to consider theirentire rewards package, and not justbase pay, helps prevent othercompanies from easily making joboffers that may at first appear to bemore generous.
How to Manage Your HR Brand HR branding involves coordinating a variety of processes and
messages from a variety of people to a variety of constituencies. Because this is a complex process, managing the HR brand as a whole cannot be just a silo function performed by an HR manager, nor can it rest on a set of public relations ventures. HR branding requires interdepartmental inputs and companywide efforts. There are three key components to the HR branding process, each being integral to obtaining the maximum potential value from an HR brand. These are
1. Managing the firm’s reputation,
2. Managing the firm’s culture, and
3. Managing the firm’s value proposition.
The table in Exhibit 3 defines each of these HR branding roles and summarizes their importance for the processes of attracting, selecting, and retaining internal customers.
Post-Application Experience
Pre-Application Experience
Application Experience
Campus recruitment Awareness
Engagement
Commitment
Retention
Consideration
Preference
Internship
Career site
Invitationletter
Introduction
Performancereview
Interview
Rejectionletter
Exitinterviews
Informing /Involvingpeople
Careerdevelopment
Managementbehavior
AssessmentContract handling
Employer BrandCompany
brand
Employer Image Touchpoint Wheel
“HR Brand Development Process."
1. Identify your customer s needs and perceptions. Who your customers are What they need How they currently perceive you What products and services do they use from HR? How do they perceive the internal HR department?
“HR Brand Development Process."
2. Craft an identity based on customer needs.Once you determine the needs and current perceptions of your existing customers, you can begin to decide how you would like the HR department to be perceived.
3. Develop a mission statement to guide you through the change.
Pre statement Guide you through the improvements that need to be made Values and core principles the department Benefits to the rest of the company
4. Clean house.Let s suppose that, based on customer input, your HR department needs to do a better job providing customer service. Whether it s hiring employees or conducting team-building sessions, customers want you to be more responsive and, shall we say, pleasant to deal with. Because branding is about delivering a promise, you must ensure the people, practices and systems in your department all work to support the goal of customer service. "There has to be an alignment between the brand promise and what you actually deliver,“.
“HR Brand Development Process."
5. Update your packaging.In the world of consumer goods, few—if any—products are packaged without a distinctive logo, slogan and type of packaging. These companies understand that the look and feel of their products communicate strong, albeit subtle, messages to consumers.
For example - Honey Packaging
6. Spread the word.Okay—so you have determined what your brand identity is, you have worked to create a system in which you can consistently deliver the brands promise, and you have packaged the department in such a way as to subtly communicate that improvements have been made. Now is the time to begin tooting your horn.
“HR Brand Development Process."
7. Enhance your visibility.Another PR technique that ll help you spread the good word about HR is to be as visible as you can—not only within your own company, but also in the larger world of human resources. "Reach out to magazines and speak at HR conferences," This gives external validation for the brand changes you ve made internally—and sometimes that s what it takes to get managers to pay attention.
8. Keep on keeping on."Product branding used to be regarded as a once-every-10-years kind of thing," says Redhill. But today, brand management is an ongoing discipline. The business world and customer marketplace is changing so rapidly that companies have to keep reviewing and revisiting and updating their brands in order to meet changing customer needs. And so it goes with HR.
“HR Brand Development Process."
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