HR Branding’s Implications for Organizational Success

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Neelam Afzal,

Senior Program Officer ,

HR Sindh Rural Support Organization Sukkur.

HR Branding’s Implications for Organizational Success                                

HR is increasingly receiving attention by the organization as a critical strategic partner, assuming stunningly different, far-reaching, changing roles and responsibilities.

It is time for Human Resources practitioners to rethink their role and that of the HR department, not only for the purposes of contributing to the organization’s bottom line, but also for their own survival. This is why employer branding is a key concern of HR.

Employer branding is therefore concerned with the attraction, engagement, and retention initiatives targeted at enhancing your company’s employer brand.

Branding of Human Resources

When it comes to marketing, branding raises an image in the minds of consumers and can be the determinant of a consumers’ product choice. The most successful organizations have compelling people strategies that are appropriately matched to the organization’s business strategy and overall vision.

  • Increase candidate feasibility and development
  • Highlight your opportunity from the competition
  • Find and attract new talent at the job level
  • Enhance job performance through highly engaged employees
  • Increase retention rates through better alignment with your organizational culture

A good employer brand delivers a message to its audience, communicating: what is the job, how to perform it, how does it deliver on a company’s brand promise, and what does it mean to the people doing the job in this field.

The benefits of building an employer brand include:

  1. It improves credibility and strengthens the bonds of trust between HR department and employees.
    2. It acts as a catalyst for pushing change.
    3. It is communications shorthand for getting the message out.

However, as with any initiative, certain limitations are present:

  1. Employees perception at all times may not be the same.
    2. There is no standardized method for prioritizing different prongs of the strategy.
    3. HR personnel may have limited knowledge about branding and marketing.
    4. Marketing and branding very often overlap and create confusion.

Establishing HR Brand
The HR brand can be established by considering the elements that influence the expectations of an employee, such as:

  1. Reputation/ integrity
    2. Culture
    3. Recruitment process/ orientation
    4. Compensation and benefits
    5. Work/Life balance
    6. Leadership and management
    7. Performance management
    8. Growth and development opportunities
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