Thought Leadership Articles
Kenexa HR Thought Leadership™ articles are experience-driven pieces that discuss best practices in the Human Capital Management (HCM) space. These articles are written by skilled HR practitioners or technologists who initiate or provide new thinking on a specific component of HR. Kenexa HR Thought Leadership articles discuss strategies on new or existing HR topics and educate readers about future possibilities and considerations on those topics. The overall purpose of these thought leadership articles is to engage readers through original, innovative ideas that are supported by the knowledge and experience of the author.
Suddenly, a New Way to Rethink HR: Becoming Your Own Brand Manager
By Tim Geisert, Kenexa
Branding is just as important today in attracting and retaining employees as it is for attracting and retaining customers. Yet Employment Branding strategies have not refined or applied consumer branding techniques for recruiting and retention purposes. In order for HR practitioners to rethink and elevate the value of their departments, a strategic business case needs to link Employment Branding to the bottom line. But are there mechanisms that can be applied from consumer branding to do this? Examining HR through the branding lens provides the answer.
As HR professionals learn to think like brand managers, they can leverage the control levers of product, price, place and promotion through an HR perspective. Adding a fifth ‘P’ to this mix—people—helps establish the commonality between marketing communications and HR. By thinking and acting like a brand manager, you can apply tried and true consumer branding methods to your Employment Branding approach to utilize your true cultural identity and drive internal and external recruiting and retention success for your company. Because branding is storytelling, you can begin telling the story of your organization’s culture.