{"id":24704,"date":"2021-03-18T10:12:16","date_gmt":"2021-03-18T10:12:16","guid":{"rendered":"https:\/\/strammer.com\/?p=24704"},"modified":"2021-03-18T10:12:17","modified_gmt":"2021-03-18T10:12:17","slug":"how-hr-can-contribute-to-organisational-brand","status":"publish","type":"post","link":"https:\/\/strammer.com\/en\/how-hr-can-contribute-to-organisational-brand\/","title":{"rendered":"How HR Can Contribute to the Organisational Brand"},"content":{"rendered":"
<\/div><\/div>

How HR Can Contribute to Organisational Brand Management<\/span><\/h1>
<\/div><\/div><\/div>\n

Nowadays, e<\/span>mployers are<\/span>\u00a0increasingly<\/span>\u00a0expected to\u00a0<\/span>deliver a<\/span>n excellent<\/span>\u00a0employee experience,\u00a0<\/span>treat<\/span>ing<\/span>\u00a0their employees as\u00a0<\/span>they would<\/span>\u00a0<\/span>customers.\u00a0<\/span>In doing so, comp<\/span>an<\/span>ies may<\/span>\u00a0<\/span>develop<\/span><\/b>\u00a0employee brand ambassadors\u00a0<\/span><\/b>who\u00a0<\/span>actively\u00a0<\/span>want to<\/span>\u00a0<\/span>share their experiences and\u00a0<\/span><\/b>recommend the company<\/span><\/b>.<\/span>\u00a0<\/span><\/p>\n

On the other hand,\u00a0<\/span>if employees have a negative experience at a company, this could lead to\u00a0<\/span>reputational damage,<\/span><\/b>\u00a0<\/span>especially\u00a0<\/span>in the\u00a0<\/span>age of the internet<\/span><\/b>\u00a0where information\u00a0<\/span>can be<\/span>\u00a0easily\u00a0<\/span>and instantly\u00a0<\/span>shared<\/span>.<\/span>\u00a0<\/span>The employe<\/span>e experience<\/span>\u00a0is thus an important component\u00a0<\/span>in a company\u2019s branding strategy<\/span>, and s<\/span>ince it is down to HR professionals to\u00a0<\/span>oversee the experience of both candidate<\/span><\/b>s<\/span><\/b>\u00a0and employee<\/span><\/b>s<\/span><\/b>, they are well-positioned<\/span>\u00a0<\/span>to contribute to\u00a0<\/span>its management.<\/span>\u00a0<\/span><\/p>\n

In t<\/span>he recruitment process, HR can utilise technology to optimise th<\/span>e candidate experience<\/a><\/span>\u00a0through\u00a0<\/span>well-thought out and tested\u00a0<\/span><\/b>platforms.<\/span><\/b>\u00a0<\/span><\/b>Thanks to\u00a0<\/span>digitalisation and technological advances<\/span>, companies have\u00a0<\/span>a<\/span>\u00a0<\/span>wide array of<\/span>\u00a0tools at their disposal to make\u00a0<\/span>processes<\/span>\u00a0<\/span>use<\/span><\/b>r-focused<\/span><\/b>,<\/span><\/b>\u00a0intuitive<\/span><\/b>, and more efficient.<\/span><\/b>\u00a0<\/span>How well a<\/span>\u00a0company leverage<\/span>s<\/span>\u00a0technology in its interaction with candidates inevitably impacts\u00a0<\/span>their<\/span>\u00a0perceptions of the company.<\/span>\u00a0<\/span>Delivering a successful experience at this stage\u00a0<\/span>thus\u00a0<\/span>create<\/span>s<\/span>\u00a0a positive\u00a0<\/span>opening<\/span>\u00a0<\/span>impression and<\/span>\u00a0<\/span>could make\u00a0<\/span><\/b>high performing candidates more likely to select<\/span><\/b>\u00a0that company<\/span><\/b>\u00a0over a competitor.<\/span><\/b>\u00a0<\/span><\/p>\n

HR c<\/span>ould also improve\u00a0<\/span>the way that the company presents itself online by\u00a0<\/span>working with the marketing team.<\/span>\u00a0For instance,\u00a0<\/span>marketers<\/span>\u00a0<\/span>can contribute their expertise in areas like\u00a0<\/span>design, online channels<\/span><\/b>,<\/span><\/b>\u00a0and customer segmentation<\/span><\/b>\u00a0to promote\u00a0<\/span>the company<\/span>\u00a0in front of suitable candidates\u00a0<\/span>and elevate the employer image.\u00a0<\/span>In fact, a<\/span>ccording to\u00a0<\/span>the\u00a0<\/span>Institute for Corporate Productivity<\/span>\u2019s survey<\/span>\u00a0of\u00a0<\/span>540<\/span><\/b>\u00a0professionals, high perform<\/span>ing<\/span>\u00a0organisations<\/span>\u00a0were<\/span>\u00a0<\/span>1.5<\/span><\/b>x<\/span><\/b>\u00a0more likely<\/span><\/b>\u00a0to<\/span>\u00a0have HR and marketing take<\/span>\u00a0<\/span>shared responsibility<\/span><\/b>\u00a0for\u00a0<\/span><\/b>managing<\/span><\/b>\u00a0the employer brand<\/span><\/b>.\u00a0<\/span><\/b>\u00a0<\/span><\/p>\n

Another way HR can support a\u00a0<\/span>competitive employer brand\u00a0<\/span><\/b>is by d<\/span>eveloping<\/span>\u00a0a<\/span>n internal\u00a0<\/span>communication strategy<\/span>\u00a0<\/span>that<\/span>\u00a0is\u00a0<\/span>aligned with the organisational culture<\/span><\/b>.\u00a0<\/span><\/b>Indeed,<\/span>\u00a0<\/span>it\u00a0<\/span>is<\/span>\u00a0<\/span>important that<\/span>\u00a0rewards are in tune with the core company values and\u00a0<\/span>the organisational<\/span>\u00a0stance on t<\/span>opical<\/span>\u00a0issues<\/span>\u00a0as this contributes to<\/span>\u00a0<\/span>brand cohesion\u00a0<\/span><\/b>across\u00a0<\/span><\/b>all contexts –\u00a0<\/span><\/b>employee and customer<\/span><\/b>.<\/span><\/b>\u00a0<\/span>In areas like employee benefits, it is important<\/span>\u00a0that HR take an effective communication approach, so that<\/span>\u00a0employees\u00a0<\/span>are well-informed\u00a0<\/span>about\u00a0<\/span>available initiatives, which can<\/span>\u00a0<\/span>encourag<\/span>e<\/span>\u00a0uptake<\/span>\u00a0<\/span>and\u00a0<\/span>produce\u00a0<\/span>positive results for the employer and employee alike.<\/span>\u00a0<\/span><\/p>\n

In the end, t<\/span>he<\/span>\u00a0ability to\u00a0<\/span>measure the success<\/span><\/b>\u00a0of employer branding initiatives is\u00a0<\/span>vit<\/span>al<\/span>. HRs must be able to\u00a0<\/span>evaluate what is working and\u00a0<\/span>understand where<\/span>\u00a0improvements\u00a0<\/span>should<\/span>\u00a0be made.\u00a0<\/span>Becoming acquainted with practices like<\/span>\u00a0<\/span>social listening<\/span><\/b>\u00a0can be a good way to understand\u00a0<\/span>what people\u00a0<\/span>are saying about the<\/span>\u00a0<\/span>organisation\u00a0<\/span>as an employer. Ultimately, b<\/span>rand management\u00a0<\/span>may<\/span>\u00a0just\u00a0<\/span>be\u00a0<\/span>one way that HR professionals are increasingly expected to\u00a0<\/span>move beyond\u00a0<\/span><\/b>traditional perceptions of their rol<\/span><\/b>e<\/span><\/b>, into more strategic functions.<\/span><\/b>\u00a0<\/span><\/p>\n

References:\u00a0<\/span><\/p>\n

    \n
  1. Role of HR in Branding, April 2017,\u00a0<\/span>Medium<\/span><\/a>.<\/span>\u00a0<\/span><\/li>\n
  2. Marketing\u00a0And\u00a0HR Should Work Together\u00a0To\u00a0Take\u00a0The\u00a0Employer Brand\u00a0To\u00a0The\u00a0Next Level, January 2019,\u00a0<\/span>Forbes.<\/span><\/a>\u00a0<\/span><\/li>\n
  3. 5 Ways HR Can Build Your Organization’s Brand, November 2019,\u00a0<\/span>The Balance Careers.<\/span><\/a>\u00a0<\/span><\/li>\n<\/ol>","protected":false},"excerpt":{"rendered":"

    Nowadays, employers are\u00a0increasingly\u00a0expected to\u00a0deliver an excellent\u00a0employee experience,\u00a0treating\u00a0their employees as\u00a0they would\u00a0customers.\u00a0In doing so, companies may\u00a0develop\u00a0employee brand ambassadors\u00a0who\u00a0actively\u00a0want to\u00a0share their experiences and\u00a0recommend the company.\u00a0 On the other hand,\u00a0if employees have a negative experience at a company, this could lead to\u00a0reputational damage,\u00a0especially\u00a0in the\u00a0age of the internet\u00a0where information\u00a0can be\u00a0easily\u00a0and instantly\u00a0shared.\u00a0The employee experience\u00a0is thus an important component\u00a0in a company\u2019s branding […]<\/p>\n","protected":false},"author":7,"featured_media":24705,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","myguten_meta_block_field":"","footnotes":""},"categories":[98],"tags":[],"class_list":["post-24704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"_links":{"self":[{"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/posts\/24704","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/comments?post=24704"}],"version-history":[{"count":4,"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/posts\/24704\/revisions"}],"predecessor-version":[{"id":24709,"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/posts\/24704\/revisions\/24709"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/media\/24705"}],"wp:attachment":[{"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/media?parent=24704"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/categories?post=24704"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/strammer.com\/en\/wp-json\/wp\/v2\/tags?post=24704"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}