HR role with internal brand

Hi Friends, generally we talk about brands when we think for shopping

atoll. In simple words we can describe “brand” as a logo, symbol, name,
color combination, a line etc etc. Brand was associated only with
marketing but as time passed brand needed extension not only in
external market but also internally i.e. within organization.
As for a marketer, brand is a main tool to capture the
market. Brand is a kind of promise to customers. But the thing is that
how a company builds a brand value against a mango man. If a mango
man could not interpret your product language or value there’s no point
behind brand building. So first of all understand the customer perceived
value and then build a brand. This is all about frontline customers.
There are two types of customers who help in brand building.
1) Internal customers or back office customers
2) External customers or frontline customers

Here we talk about brand. If we try to get about brand concept it’s not a
new. This is an old concept. Just mango man understood later. In today’s
era branding is a symbolic status for everyone. New generation wants
hot branded things because they want to add value in their living
standard. Then what the companies should do to remain in the market?
Companies are adopting different methods like market research and
some other tools and try to run parallel with new trends and keep up its
brand name and attract the customers.
Companies now understood the value of internal customers. An
organization has their products in the form of employees and they play
the role of internal brand. HR has lead role behind internal brand
building. Companies should follow its vision statement and the core
value proposition of the organization. HR policies, effective
communication, better understanding within the departments and within
employees. HR looks after all these parts.
Before we enter any discussion on internal brand we should have
knowledge about HR brand. What is the role of HR behind brand
building?
How HR builds their brand and what are the components of brand?
What HR does in brand building?
- All staff should be brand oriented
-new employee should be brand initiation.
-evaluating employees according to brand.
-Brand training and communication.
- Timenly screening of brands and employees.
How HR builds a brand?

Company
commitment

Employees

Brand value

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But this is not enough, HR should know more about the program
contents, communication tools and delivery channel. This is the proper
way to make more effective a brand building.
HR is not only a department any more now it’s above, as a
business partner, internal consultant, operational and administrative
expert and both employee and employer advocate. So HR’s role is in a
big frame with more responsibilities.
Now HR should rethink on its position and role. For that it has to do
some in-house marketing, marketing research and public relations, more
clearly about on business nature and strategies, mission and vision and
objectives. To sustain strong partnership with both internal and external
customers above statements are necessary for HR. We know HR is a
facilitator but how to engage to all things is more important. HR is only
to engage its reputation and internal brand. As well as for external brand
building, marketer should know customer needs just the same way HR
also should know what the employees need and their requirements? The
marketing of HR department requires demonstrating your problem
solving skill. You can promote the HR department as a flexible,
adaptable, solution orientated partner, a recourse to whom the
organization can turn when it needs problem solved. Today employees
want more transparency.
If we look at all the points we come to a conclusion that “brand
building starts with recruitment”. Does a company have an environment
policy? For this answer here companies use a term “green recruiting
strategy.” Green recruiting strategy is just an extension of how you
brand and market your corporate value. For E.g. GE. It creates a team
spirit up and more social gathering. Internal product has also brand
strength (PoP & PoD). Here product is the organization’s employees.
There is a cycle behind a brand making.

Vision, goal, plan, Deliver, understanding

objectives.etc. Strategy, action,
, satisfaction.
relationship

PoP & PoD

Brand building started with mainly two statements –
1) Where you want to be?
2) Why you want to be there?
These are the statements exploring core values. If you want more
specific about PoP and PoD in HR term as a brand is that-
1) Who are you?
2) What you do offer?
3) What qualities do you deliver?
4) What value do you bring to your organization?

Every organization has its own products and Pop & PoD. But the real
war begins with role as HR. How HR sustains organization value and
makes differences, builds brand strength?
The process of recruiting right candidate giving him/her the right
training and finally retention of them; helps in making internal brand
building.

Name-Parmod