1. 1 HR as Product: Be the Brand of Choice Course: New Trends in HR Lecturer: Terry George Speaker: Stefanie Oswald Date: 18/11/2010

2. 2 Structure What is a brand? The importance of the HR Department for the brand strategy Rethink your role as a HR Department Determine your HR Department‘s current Reputation and Brand Talk to employees to Learn the HR Department Reputation and Brand The marketing of the HR Department

3. 3 What is a brand? A promise to customers that a specific level of value, quality, and service will be received A covenant between a business and its customers Be careful: when a brand promise is not kept, customers flee and go elsewhere

4. 4 The importance of the HR Department for the brand strategy HR can help ensure that all of the large and small actions that people take every day, throughout the organisation, fall in line with the brand strategy The challenge is to establish new deliverables and to sustain strong partnerships with both internal and external customers

5. 5 Rethink your role as a HR Department Human Resources practitioners have to rethink their role and that of the HR department:  For the purposes of contributing to the organisation’s bottom line  And for their own survival

6. 6 Determine your HR Department‘s current Reputation and Brand Do you know what your HR department‘s reputation is among the employees? Do employees understand and appreciate the importance of the HR department in furthering the organisation‘s mission and objectives? Does the HR department make an effort to market its services to the organisation? -> If it does not, then it has the reputation it deserves BUT: You can correct this reputation

7. 7 Talk to employees to Learn the HR Department Reputation and Brand To open up conversations with all levels of employees To present the HR department in the role of facilitator instead of enforcer HR must communicate  HR must listen carefully to what its customers need  It must promote what it has done and can do -> Think of yourself as a product and do some smart marketing

8. 8 The marketing of the HR Department By your actions, processes and programs, you can promote the HR department as a  flexible  adaptable  solutions-oriented partner,  a resource to whom the organisation can turn when it needs problems solved.

9. 9 Literature HR as Product: Be the Brand of Choice from Judith Brown Support your Company‘s Brand from Gary Billings, Ph. D.