HR Branding’s Implications for Organizational Success


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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Roopali Kurve

Head L&D/ Executive Mentor/Coach

“We can complain because rose bushes have thorns,

Or rejoice because thorn bushes have roses.”

 –  Abraham Lincoln.


Our Career is influenced by various factors –  Skills, Education, Finances, Family responsibilities, Location etc. and ideally also what we Like doing.

However some people reach a point where they feel stagnant in their current job as they see no career growth, or don’t get the promotion they want. OR

Some people feel what they wish / love to do [work/ career] versus what they are currently doing are two different things and are unable to make a change due to responsibilities.

To achieve change in career or career enhancement or any goal/problem in life, where one feels stuck, one needs look at not just one or two but various perspectives, to find an answer !

Perspective – A simple definition is ‘a particular attitude towards or way of regarding something; a point of view’; [a perception]. A “change” in perspective – can help solve problems personal or work related – as changing career or enhancing a career.

HOW changing your perspective can help achieve career goals /any goal?

Firstly clearly identify the problem / goal.

Often one may not be sure of what change they want –

E.g.:- If one wishes to change career – Evaluate:- Is it the job profile itself?  Is it salary?  Is it the commute? Clearly write down the problem first. Frame the problem [goal] properly.

Then Analyze the various perspectives.

One’s perspective may be influenced by various factors as environment, family, past experiences, need, education etc. – one should be aware of this and then look at various angles to find a solution to the problem. The idea is to analyze a problem in different ways.

  • Brainstorm and see what possibilities could be – what if you changed one factor or compromised on an aspect of problem /career goal, then would you get results?
  • See how influential people have solved similar problems [analyze their perspective].
  • Talk to friends /family /colleagues/seniors and understand their perspective.
  • Read [books, online, media] – about various other perspectives for similar problems /situations.
  • Always keep looking for avenues to get different views. Traveling to places and interacting with different people/cultures can help open up one’s view point.
  • On a spiritual level – mediation, contemplation, will help understand one-self better and help get different perspectives.

Let’s look at an Example: – A career situation where You feel you want to pursue some other career/job/field but need to keep your current job as you may have responsibilities.

Look at the problem from various perspectives and analyze –

Is it possible that you like your company but the job profile that is not satisfactory? Or is it the commute that makes you unhappy?

=> If it is job profile then – What if you look at other options within the company that can offer you more satisfaction?  Could you compromise on lesser income so that you get a job you really love? Or Could you consider what you love doing as part time job option and continue keeping current job which pays well?

=> If its job commute then – Is it possible to negotiate timings so that your commute is not during rush hours or Can you compromise on income and work lesser hours? Or what if you switch jobs closer to your home and may have to compromise on salary? What if you change your job profile?

You may realize that some problems are more complex and you may need help of a trainer or a coach or a mentor to help find a solution.

Analyzing a problem from a different point of view will help you get the right answer and pave your path to success!

Remember – Changing your perspective can change your world!

Whether you think you can or think you can’t, you are right. – Henry Ford

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