Basics of HR Branding
- Length: 22:19 minutes (11.28 MB)
- Format: Mono 44kHz 67Kbps (VBR)
Industry expert Deborah Thorne (president of Prism Creative), discusses the concept of HR branding in this interview with Brenda Perkins. This informative talk introduces the concept of developing a brand for Human Resources communications. Her remarks on perceived value and employee retention are of special interest. Most companies spend a significant portion of their yearly budget on workforce related expenses. It makes sense to create a polished, consistent presentation strategy for vital compensation and benefits information.
Internal Advertising
Unlike marketing campaigns that focus on an external customer base, HR branding is all about serving the needs of the internal customer - the employee. This means the message really is more important than the medium. Building long lasting relationships takes excellent communication - not just a flashy logo and a catchy tag line. Although style should certainly be considered, substance is the key to actually connecting with workers. In addition, the method and content of this internal advertising must dovetail with the overall company culture. It is more complicated in some ways than other “campaigns” because it must be directly relevant to the needs and interests of the employee base and have broad appeal to reach a diverse workforce. This is in contrast to external promotions that target a niche market or demographic.
Missed Opportunities
If your company has simply been distributing benefits information provided by brokers, you have not been “selling” your company’s brand. Instead, the message of the broker is the one your employees are receiving. This literature does nothing to convey to your workers how much your company has invested in providing their benefits. Why waste this chance to show your employees how much they are really worth? Use every opportunity to advertise the true value of the total compensation and benefits package you offer. This transparency helps keep employees from being tempted to switch jobs for a perceived increase in salary. They will have a full understanding of what they would be giving up by leaving your company.
Creating An HR Brand
Any time is a good time to begin the branding process. However, it is an especially helpful tool during transitions. A cohesive brand builds confidence and allows HR communications to carry more weight. Determine the satisfaction level of your employees, evaluate your current communication practices, and outline what you want your HR brand to accomplish. Then, find the right firm to help you reach your goals. Remember that it is important to find a marketing provider who has specific experience with HR topics. After all, the complex language of compensation and benefits is different than the jargon used to sell a new car or a fast food meal.
Additional Resources
