The role of H.R. in Company Branding! – Delivering a competitive business edge!


It is clear from everything that we see around us that the need for great talent is still a critical issue for organizations. Despite high unemployment, key talent is always in shortage. Always was and always will be.

In addition there is the ever flattening of the globe when it comes to talent transfer across continents and market sectors. The” brain drain” is still very much with us!

I am noticing a new trend though and a new opportunity for H.R!

H.R. departments need to go out and hire a new type of specialist in their departments – “employer-employee” brand managers.

These folks will help you develop and design your “organizations people brand” and as a result attract the talent you really really need!! (Before your competitor is even at the starter block!)

For those H.R. Functions who want to be known for transformational thinking I give you the challenge, it is before you and it is now!

Hire your “Brand Manager” now!

Those who are fast off the mark! And hire these specialists will create a “competitive edge gap” for their business at least in the short term, others always attempt to catch up.

So if you want to attract the right talent and you want to find something that makes a business impact and bring some attention to what you do in your organization then here is an opportunity.

Do not wait; there are those organizations out there that have already figured this out.

Go on H.R. you know it makes sense!

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About HRMexplorer

Managing Director - Human Capital Europe and USA - My ability is to recognize ingrained assumptions and patterns of operation that aren’t productive, and offer practical, cost-effective and value-based solutions.

Posted on January 24, 2011, in HRMexplorer Blogs. Bookmark the permalink. 9 Comments.

  1. You are spot on here Peter and thank you for your comments! This makes absolute sense.

    This is a position that is in need, probably, more than ever in our very competitive world. It is a specialty role and one that balances the needs of HR with the drive of marketing.

  2. This makes a lot of sense Peter. In fact, I have always felt that the Recruiting arm of HR should have a connection with either PR or Marketing. When recruiting for talent, these 2 skill sets combined can surely add value.

    • Thanks KIm, It is happening and yet I do not hear much about it. I am particularly thinking of the HR department hiring this specialism within their department to provide added focus. Great to get your feedback.

  3. Peter:

    A clarion call indeed and well done. I would just caution that for many firms, the horse has left the barn.

    HR Departments would do well to hone a fine relationship with their fellow professionals in Corporate Communications Departments.

    Brand management is not for the weak of heart or mind. Effective brand management is the job of every employee and not a discrete function. It is organic and needs to be managed organically.

    Just saying!

    Keep up the good words!

    All the best,

    Gerry Corbett

    • Thanks Gerry. I value your comments. This is yet another sign of how H.R. needs to develop a skill set and knowledge bank and develop its breadth of thinking. Thanks for your kind words.

  4. I totally agree but then I would as I started my career in sales and marketing before the call of HR consumed me. I certainly feel my background in sales and marketing has really helped me in my HR projects role. Focusing on the people side of change management rather than purely the process has been guided by my experience in my previous profession and many of the techniques and practices are transferrable – both disciplines are about changing behaviour.

    Encouraging other professions to join the ranks will support the professional development we already provide our community.

  5. Thanks Rich for your comments. The need for x-functional skills is certainly a need.

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