• Andrew Godson

How Great HR Can Help Build Your Company’s Brand



A strong organization brand is built by a variety of stakeholders. When the executive team provides mission, vision, and values; the marketing team conducts Voice of Customer research and the

sales team informs the team about the competitors. The PR team will analyze messages and articles about your company and visual look and feel. This is how the whole group becomes a brand team.

How Human Resources Can Influence Your Brand

It is true that if your company has a strong brand it will attract strong talents. But that strong brand has to be built by strong talents. And these talents need to be brought in by an HR manager who hires that talent and establishes programs that ensure growth. Employer Branding can be utilized both externally to attract potential employees, and internally to increase commitment and loyalty among current employees. Here is how Human Resources Managers embrace their role as internal branders.


1. Employee Onboarding

The first impression is the last impression. This goes with the first impression by the employers to the employees in building a brand. During the first weeks of onboarding employees, it is important to meet or even exceed their expectations. Any form of inconsistency or lack of professionalism during the onboarding process can create an unhappy new hire who may question their decision to take the job. A good first impression by a company that appears to be well-prepared for their arrival during the first day will create employees who have a belief with their company and hence act as good ambassadors outside.



2. Reward programs

Reward programs are among the major drivers of staff engagement. According to the study, businesses with prominence for providing rewards, including employee development attract more applicants (and more qualified applicants). These

businesses can also be central to incentivizing employee behavior and engagement. But there is a challenge for that business to ensure that the employees truly value these benefits and recognize the investment that the company makes toward them. This is when strong HR communication and branding becomes key. HR provides communication channels and align employee and employer expectations.


3. Company Culture and Internal Communication

Every employee in the organization want to feel connected and updated to their organization and its culture. To be able to strengthen their brand among workers, businesses ensure that they communicate the company’s values, core culture, commitment, and employees’

expectations. The biggest challenge many businesses face is creating a unique and consistent employee journey, branding, and messaging. This can be achieved by creating the branded reward and communication programs that have the same look, feel, and structure within the company. This means that each time employee receives a communication from the organization about policies, company news, etc., they can easily engage with the brand.




4. Company Technology

Each technology that your employee use to deliver their task can have an impact on their perception of the brand. If the company uses technology that is strong, easy to use, current and engaging can create an indication to the employees that the company is innovative.


Employees are more likely to believe that your brand is an industry leader that invests in its resources when you use technology that is perceived as cool. For example, if your company uses a portal that can be installed in the smartphones and tablets and can be accessed anytime and anywhere. This can help strengthen employee cooperation, participation, and engagement with your brand


Human Resource's role in managing the company-employee relationship is crucial for creating a brand that helps companies stay competitive. When a company succeeds to create a group of brand ambassadors who are motivated and understand the brand inside-out, it can have a positive impact on your brand as well as any public relations campaign.



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