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shoes</a>oakleyseshttps://www.blogger.com/profile/02221561593432696548noreply@blogger.comtag:blogger.com,1999:blog-6509194434049808856.post-68809234049312883072009-05-11T10:10:00.000-04:002009-05-11T10:10:00.000-04:00Jason,
I believe that point Number One should be:...Jason,<br /><br />I believe that point Number One should be: No Consistent Definition of "Brand". Some talk about it as if it's a verb. Something to be performed, maybe even in bite-sized chunks, in the form of a campaign. Others (and I'm in this camp) talk about Brand as if it's a noun. An essence and authenticity that is innate in an organization. Something that can't be created, but only understood and perhaps influenced.<br /><br />When you embrace the latter definition, and consider role of HR, it is clear that Brand (the noun) belongs squarely in the realm of HR.<br /><br />Your point about detachment is also an interesting one. It could be a post on its own merit. In the end, I feel that the best-case scenario is when the organization owns the process of brand discovery, internal alignment, and communications. Contracted agencies and specialists will come and go. Surrendered ownership is the death knell of a brand's momentum and continuity. Not every company can afford the luxury of a dedicated brand team, but at least at some level, the brand must be owned within the organization.Eric Petersonhttp://www.linkedin.com/in/espetersonnoreply@blogger.comtag:blogger.com,1999:blog-6509194434049808856.post-68579404928307941872009-05-08T11:55:00.000-04:002009-05-08T11:55:00.000-04:00More than most, the HR department believes in appr...More than most, the HR department believes in approval as a way of getting things done. In other (more important and more strategic) functions, one gets forgiveness and avoids trying to get approval.<br /><br />Getting 'approval' is easy. Getting approval with an adequate amount of resource is very hard. Most HR leaders are too inept to understand that getting to 'yes' without an immediate round of resource support is the equivalent of 'no'. <br /><br />Your article is a good summary of the reason that HR folks are rarely considered strategic.John Sumserhttps://www.blogger.com/profile/18044724316038558352noreply@blogger.comtag:blogger.com,1999:blog-6509194434049808856.post-46988016471800843952009-05-08T10:08:00.000-04:002009-05-08T10:08:00.000-04:00You've described 2 key challenges that companies (...You've described 2 key challenges that companies (and HR people) face when dealing with employer brand:<br /><br />- ownership<br />- commitment<br /><br />Ownership - Who owns the process? Who drives the process? What resources do they command? What buy-in can they get?<br /><br />Every company already has an employer brand, whether they know it or not. Their employees are talking. That brand may be "whatever" (i.e. When someone asks an employee, "What's it like there?" They get a shoulder shrug answer...) - but that still means the brand exists.<br /><br />The brand is owned by everyone at the company. The key is getting HR and Management cultivating and harnessing the brand for value.<br /><br />Commitment - I do see this as a big issue. It's the same with lots of initiatives - they make sense, you get buy-in, but there's no follow through. <br /><br />I would add 1 more item to your list and that's ROI. HR needs to explain ROI clearly and (in a perfect world) demonstrate measurable, actionable metrics that they're going after. That might not always be possible, or easy - for example, it can be difficult to measure an increase in awareness, or positive feelings towards a company and directly correlate that to brand - but HR has to try.<br /><br />Let me add 1 more item -- "dip a toe." In as much as there's value in initiating a huge, all-encompassing employment branding campaign within the company, it's that very "massive shift" that causes trouble with respect to ownership and commitment. Instead, I say dip a toe - start small, do something simple. Interview a handful of employees and publish their stories on your corporate blog / career site...etc.Ben Yoskovitzhttp://standoutjobs.comnoreply@blogger.comtag:blogger.com,1999:blog-6509194434049808856.post-57896102163717997912009-05-08T07:12:00.000-04:002009-05-08T07:12:00.000-04:00It might not be right, but the 'brand' is commonly...It might not be right, but the 'brand' is commonly thought as the responsibility of marketing, who need to integrated various aspects of the company to deliver a unified message. Maybe HR types need to work with the marketers.Simon Ghttp://manticoreblog.wordpress.comnoreply@blogger.comtag:blogger.com,1999:blog-6509194434049808856.post-45918187162891430482009-05-07T21:00:00.000-04:002009-05-07T21:00:00.000-04:00I'm not qualified to comment. I'm not an internal ...I'm not qualified to comment. I'm not an internal recruiter so I don't know how corporations work.<br /><br />I found the view you provided interesting. Here's a reader's critique.<br /><br />It was a bit wordy esp Point 2.<br /><br />You could make it more clear with an example or two.<br /><br />You complain that the brand is contaminated. Pick one topic that would be handled by a branding campaign and show how HR would represent it and how it would come out mangled by an agency or by internal marketing.Recruiting Animalhttp://www.recruitinganimal.comnoreply@blogger.com