Presented By :Kunal KhamesraSenior OfficerJ K Cement Works

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."

THANK YOU