Sales, PR and Marketing have subconsciously taylored a view of brand and culture. Human Resources must do the same. The presentation goes over 8 points that HR should focus on the maintain and re-create its own culture and brand!
Spent 13 + years in the field of HRw/ a large focus on T&D, Learning & Organizational DevelopmentI have always been fascinated w/ Culture and Brand evolution
There are these terms that have started to infest our mindsStarted in Marketing and PROur corporate Culture and Brand are not only how customers view the services we sell but now how we interact and work together with customers and our employeesSo let’s define.
Definition of a Brand – Is what a customer or stakeholder takes away from what you offer or do as a company/individual.Answer this: What is your company best represented by a product, service or by your people?How is HR branded within your company?
Definition of a CultureWhen we talk about culture, what we really are referring to is how people fit and interact with each other in and outside of our organization.
Brand and Culture have some tricky steps!Attracting Talent: They get it from company values, media and employeesCurrent Associates: Create and mold it along with leadership, policies & practices.
While the way Steve Jobs thinks and especially dresses has not changed. How we view and use apples products is drastically different in the main stream!
In many ways how corporations change the outer view also alters the way they are perceived internally by talent.
Many of us in HR are re-learning how to brand ourselves and sell the cultures we are in.This economy has made the market tough on both sides.
YOUR BRAND:As a company what are you known for?As HR what are you known for? (Are you known for the way you innovate. The approaches you take.)YOUR CULTURE:Habitat | Environment - that a company and or business creates with and for its employees. With; because the type of people in the workplace affects the type of culture established and for; because it is the individuals and employees that co-exist within this habitat that are the ones that experience it.
Our job in HR has traditionally been administrative, mitigation of risk and acquiring talentThis has brought a negative aura around us. Oftenthe issue we find ourselves in as much the view from outside of HRBut how we view ourselves!Often the only times people see us is when something bad happensAnd sometimes the only time we want to see people is when something bad happens.
Mine is no different so here are some points on YOUR POWER AS HR to improving your culture and bettering your brand.As Human Resources Functions we need to change our Brand and help develop the culture.
They are great because you can find out how others are approaching the same problemsThey are bad because we tend to recycle the same approaches, ideas and problems.Best practices are old by the time they get outside of a company,We can use them but we need to find what works for us.
It is true that many cultures and brands are similarDon’t mistake that with the way you operate as a company and how your people do business internally and externally it may all be more different than you think
Don’t use your work as an excuseI know we are weighed down by legislation, open enrollment, employee relations issues,But we need to get out and be true partners
Embed “Leading by being visible” into your routineNot just with the groups you typically interact with but with othersFind ways to get out & talk to people outside of your traditional, viewed role. That is the only way ppl will see you differently.
You would think this would be common sense However we use a mass email, webinars, newsletters to take the place of communicating Big Changes “EVERYONE NEEDS TO KNOW”- Streamlined communication (when the message is important communicated from leadership to the entire company through one channel. Simple to management and feedback)
When you have made a mistake, admit it and move on.Examples: SR – Quarterly Town Halls, TP – Corporate Mileage policy: All employees credit check.
Nice to have the title of business partner but be a business person. Know the cycles of the business, its products and services. You will be amazed at how you can change the brand and culture view in your favor
Look at your process!The biggest indicator of your company brand for TalentYour Hiring ProcessTalentIf you really want to test you process…. Put yourself through your own ATS and see if you make it out alive!
What we should want as HR pros is to create a Brand and Culture that gives people room to Do what they are best at Love what they do Create opportunities for them to be better & Give everyone a chance to love the work and life they live.
If there is something I can help you with. OD, Communications, etc. I’d love to work with you if the need arises
Culture and Branding: Creating a New DNA for HR
Brand versusCulture<br />What’s your DNA<br />Twitter: @BenjaminMcCall<br />
“A BRANDis the personification of a product, service, oreven an entire company.”<br />- Robert Blanchard<br />
Culture: shared values, traditions, philosophy, & policies of a corporation.; <br />Can also be a professional atmosphere that grows & affects behavior & performance<br />
Stairway to Brand and Culture Heaven and Hell<br />/CULTURE<br />
Some Change?<br />“A brand is the personification of a product, service, oreven an entire company.”- Robert Blanchard<br />A man should be just cultured enough to be able to look with suspicion upon culture – Samuel Butler<br />