HR now plays an important role as a business partner that has significant impact on business performance. HR owns change management projects and introduces policies focused on increasing employee performance and satisfaction as well as designing a unique corporate culture. HR business partners work closely with senior leaders to develop an HR agenda that supports organizational aims, and the process of aligning HR with business goals is known as HR business partnering. Qualities of successful HR business partners include self-belief, belief in HR, confidence, relationship building skills, business knowledge, and communicating in business terms.