HR Role in Branding

Amruta Shah


HR Role in Branding!!!

HR plays the most important role in an organisation’s hiring procedures. Once hired, then On-boarding, training, performance feedback and the other activities in series are HR responsibilities . But has HR been thought as a Brand manager often? Yes I suggest branding is not just a marketing KRA every employee can be helpful in brand value creation and HR can be the source of such creation. Branding in terms of preferred employer or among best employer to work with! Attracting right and best talents is easier then, right?

Let’s look at it from the time of selection procedure; potential candidates often decide to join your organisation based on their HR interactions. Simple things from how a candidate was greeted , whether was made to wait, was he offered tea / coffee or water at least , was he informed how long will be wait and what is recruitment procedure; all this matter. Then, how the follow was after interview till the offer generation plays a role in candidate’s decision

So how to use this HR interaction time for branding? Various tools can be used to make a good and lasting impression on the potential employee’s mind. For Eg: some leaflets showcasing HR practices, events in organisation or employee newsletter at the reception area along with various other product brochures can create more interest in the candidate. Also, the culture management has agreed upon must be visible in the reception/lobby/waiting areas and across the office.

What are the benefits of these conscience efforts to make a good interview experience? One candidate has a good experience he shares with many, he joins and refers his friends too , so more applications and better chance of attracting the best talent since talent pool is larger. And knowing about the culture, makes a candidates feel he fits in the culture or not and more chances of him to accept the offer.

If Marketing and HR efforts are made to come in sync more results for both departments.PR tools can be good source to attract talents and business customers.


For any certification programs -

HR Business Partner Role


Deepa Gramopadhye

Tata Business Support Services Limited
Sr. Executive – HR

HR Business Partner role

Today’s organizations do not expect their operations managers to work on something which is not their forte or something which someone else can do better. May it be an effective recruitment or providing inputs to Learning and development function, organizations expect involvement of Business HR.

Business HR can play significant role in providing inputs to Learning and development, a sub function of Human Resources itself. Business HR resource is supposed to spend time with the employees aligned to him and at the same time is supposed to know the business thoroughly. Thus they know what is expected from an employee and where does he/she stand. Being from HR background, he can judge the gap, if any, and share the input with Learning and Development team.

Additionally, Business HR is well aware of the organization’s structure, hierarchy and business it is operating. E.g. A team leader in BPO should know how to handle the stress and if he fails to do that, he cannot deliver expected performance. If Business HR is able to judge that particular Team Leader is facing attrition/ absenteeism challenge and the reason for the same is Team Leader’s inefficiency to handle the pressure, he can definitely pitch in and provide these inputs to L&D and they in turn can design and conduct the session accordingly.

Also, Business HR can develop employees by providing inputs to L&D. Most of the organizations prefer promoting employees within the organization than external hiring for the benefits known to us. However, they face challenge in terms of finding the required competencies in internal candidates. Here Business HR can play a critical role by providing these inputs to L&D and accordingly L&D can design “Role specific programs”. E.g. If MIS executives are to be hired externally it would be costlier as compared to internal promotion. If L&D team is aware of what are expected competencies and Business HR helps in providing existing competencies, a gap can be understood and filled up. This would definitely save cost, would motivate employees and would benefit the organization, the ultimate goal of all of us!!!


For any certification programs -

Retrograde Culture Shock


nagaProfessor, A. Nagaraj Subbarao

Alliance University, Bangalore, India

Director – Human Resources


Retrograde Culture Shock

Culture Shock is something most expatriates understand well only after they are shocked into expatriate failure and they exit a foreign country soon after shock hits them. While this may be the case, people understand even less about reverse cultural shock, when an expatriate returns home.

hr graph

Figure – Culture Shock Curve

How reverse culture shock happens

“Reverse culture shock is experienced when returning to home only to find that home has changed and is not what you had expected or held in your nostalgic mind’s eye”


How does Culture Shock work?

An expatriate in a new culture, is wide eyed and is literally honeymooning. Culture Shock kicks in soon enough and there is a steep dive in enthusiasm. Unless the expatriate is given support at this point of time and allowed to adjust, he/she may exit the organization after massive culture shock.

What is reverse culture shock?

As strange as it sounds, expats become less and less familiar with their home turf as time goes by. Many Indian families while enjoying the fruits of a prosperous United States return home to spare their children the experience of ‘dating’ other young men and woman only to find that India too has changed and is not too far behind the United States in this respect. The shock on this realization is not only disappointing for the expatriate but many also feel deeply betrayed.
International experience is a teacher of great impact and wonderful change. A person who has experienced foreign lands has new perspectives to life, to religion and even to his/her identity. When a person returns to his/her country with these new perspectives, new insights are discovered which in many cases can be very troubling.

Expats returning home can expect their top re-entry challenges being:

  • No one wants to hear your exotic stories
  • Relationships have changed
  • Society has changed
  • People misunderstand you
  • Your old job is not available
  • Inability to apply new knowledge and skills

In addition, expats can begin to feel frustrated or confused when their close friends and family are anything but curious and intrigued about their experience. After all, the expat was gone to a foreign land for years, with sights, sounds and smells exotic and new.

A remedy for preventing reverse culture shock is to have the expatriate mentored by a senior member of your organization, who would keep the expat ab-rest of developments in the parent country. Organizations implement mentoring programs for expatriates to prevent culture shock. Organizations can match mentors with men-tees through a formal program or on a more informal basis. The mentor is chosen based on their background and experience rather than their specific position or job title. The matching process is very important to the success of the mentoring partnership, and various tools are available to facilitate a good match.

Another strategy could be to allow the expatriate to return home at regular intervals to stay in touch with the parent country. This however might be costly and lower the ROI that an organization looks to achieve from the sojourn of an expatriate in a foreign country.

Eventually, reverse culture shock is something that is present, can lead to expatriate failure and an HR needs to be seized of the need to take it into consideration while planning an employee’s international assignment.

An expatriate assignment is only successful when an expat settles into his/her new role in the parent country.


For any certification programs -

HR Analytics


avinAvinash Bhambra

(I Came, I Taw, I Trained)


JMC Projects Ltd: A Kalpataru Group



HR analytics draws a parallel between business data and employee data, which helps in more effective decision making. The foremost attribute of HR analytics is to decisively show the influence of HR department has on the organization. HR Analytics helps in ascertaining a cause-and-effect association between HR action and business outcomes. This helps in determining strategies, plans & policies based on that HR Analytics intelligence.

In brief HR Analytics offers to provide insight into each organizational process by collating data. It then uses this data for effectual and pertinent decision making leading to improved organizational processes.

Major Challenges :The challenges of human resources analytics are

  • to detect and ascertain what data should be captured
  • how to use the data to predict and envisage skills, capabilities, competencies and know-how

The objective of human resources analytics is to provide an organization with acumens for effectively managing employees so that organizational goals can be reached efficiently and timely. It also helps the organization in determining the ROHI (Return on Human Investment) and aligning the talent investment with business results.


The sweet news is that HR Analytics is creating an impact in organizations. Various organizations are exploring and evaluating the HR analytics data to find the key to diverse vital questions. For example; Why does one employee perform better than the other? What is the impact of learning programs on the organization results? How much time does a new joiner take to produce results? Why does a particular leader succeed?


In order for HR to create an impact on business and to really be a Business Partner, it is very essential to synergize data.


To summarize, the HR analytics data should be Appropriate; Valid &Vetted; Persuasive & Transformative.


For any certification programs -