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Branding is defined as “the process of building a favourable image for a product or company that differentiates it, in the minds of prospects and end users, from other competitors” - garyeverhart . Branding creates a positive image of the subject in the minds of the people, thus drawing them towards it. HR branding which has a similar intention like the normal branding is a new development that has sprung up as a result of the need to survive and flourish in the business.

HR branding is important for the company as well as for the HR function of the firm. With intense competition prevailing in the market, the companies prefer to outsource the HR function with the intention of minimising the cost of production. The HR function needs to step up to the expectations of the clients and the employees to ensure its survival as a function within the organisation.

With HR branding playing a vital role in today’s business, the human resource department has to advertise its activities and create a brand image in a way identical to the marketing of a product. For branding the HR is to perceive and acknowledge the needs of its employees. The task of the HR is well above the normal recruitment function. The changes in the market scenario bring about changes in the employee perceptions. It is the task of the HR to recognise the needs and formulate the policies of the company well before in advance. The HR is to conduct the surveys of employees to realise the kind of image they have regarding the human resource department. The next step is to augment the brand image by adding values to their services. The HR strategy must be formulated with great attention as these decisions have a direct impact on the employees who are the driving force of the organisation. A highly satisfied work force creates the best brand image for the HR.

For HR branding, the HR is to identify the customer needs and perceptions regarding the functioning of the human resources and work for a better relationship. If there are differences in the employee and customer perceptions the HR is to take measures to nullify or minimise them to avoid the loss of business.

The brand image must be spread well beyond the walls of the organisation. By publishing papers or participating in the external seminars, the HR can propagate its brand image across the borders of the business entity. Its achievements, perceptions, mission, etc must be advertised to the employees as well as to the customers. Participation in the surveys conducted by Hewitt, Data Quest, etc highlights the presence of the company amongst its competitors. The success of HR branding is reflected by the presence of a highly motivated and contented workforce. This draws the customers and prospective employees to the organisation. Companies who have bagged the “Best company to work for” award enjoy a high brand image. Their reputation as a good employer provides the opportunity of selecting new recruits with exemplary talents and retain the outstanding employees within the organisation. Prompt response from the HR to the needs of the employees has the ability to create a highly energised workforce within the business entity leading to the enhancement of its goodwill. HR branding, therefore, is a powerful tool for business development.

Comments Listing
Posted: 03/11/2011 10:35:08

very interesting...


Posted: 24/05/2011 07:39:42

:)


Posted: 24/05/2011 07:38:59

Nice topic & very useful


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