Branding – A New HR Arena
This is a market
oriented era. If you have a good brand value in market, you will
get good response if not; it’s very difficult to convince people.
From an HR point
of view branding is very important. If your organization has
a good brand image in the market, it will help you in getting right
workforce at right time and at the same time you will have a control
over the employee cost. An organization with no brand name has to
shell out lots of money to attract and retain the right candidate.
can be done in two ways: (1)
External Branding and (2) Internal Branding.
Lots of factors
may influence the branding strategy of an organization, like
A) Nature of Business B) Nature of market C) Target reception
D) Budget flexibility E) Long term mission of the organization
F) Organizational structure. Etc. These are the few to count
on but there may be many as per the business.
A) Nature of Business
– Branding should be based on the nature of business. Like if
an IT company goes for a fashion show, it may not yield the same
results as it would have got by going to IT Fair or something similar.
A real estate company may go for some road show on property market.
B) Nature of Market
– It is always recommended to gauge the market before going
for any project which involves market risk Like if you are targeting
to explore a Financial market or banking and at the same time it
is marred by some other factors like Inflation, you need to design
your strategy which could help you in overcoming the negative trend.
C) Reception Target
– It’s always good to define the reception target or the audiences.
If you are planning to sell Villas and targeting the middle class,
probability is very high that you will end up spending your time
and resources in wrong direction.
D) Budget Flexibility
– Budget always plays an important role in deciding the strategies.
If your budget doesn’t allow you to spend a lot, its always recommended
to partner in any event where other participants are not of your
field and it has got at least one participant who has got a good
market value so that you can attract the crowd.
E) Long Term Mission
of Organization – Also the long term as well as short term goals
of the organization should be kept in mind. If the organization
does not have any long term goals in the target market or location,
it’s always recommendable not to go for branding or it is very much
required go for a small, low budgeted branding event.
Structure – Organizational structure is also very vital part
for deciding any strategy. Organizational structure is the strength
of any organization and any event or branding can be done based
on that. Like if your organization does not have lots of hierarchy
steps, you can boast of Flatness and claim of equal behavior. And
if you have different layers, you can market the clear definition
of roles etc.
refers to branding which is done by using external sources and
which may (or may not) require some investment in monetary or other
forms. Let’s see the different means of doing external branding.
of Job Sites – As HR the first thing which comes to the
mind is recruitment, so Job sites also offer good branding
opportunities through different means like Pop ups, pop ins
etc. It’s always better to go for pop ins as most of web browsers
come with pop-up blockers.
– Banners are also a good mean for branding. Banners can
be of both types’ means Online Banner and Street banners.
By Online banner, your organization name will be flashed on
different web pages as per your choice and price. Street banners
are good for bigger requirements.
(c) Road Shows
– Road shows are also an important mean for creating brand awareness.
You can organize talks, presentations, seminars etc. for attracting
people towards your organization.
Social Responsibility – Corporate social responsibility refers
to corporate getting associated with society for some noble cause.
The association can be in any mode either getting associated with
a Charitable Trust or a NGO or some other public venture. Corporate
can align and attach with any of these and share the stage. Always
keep in mind that choose as per you organization status meaning
if you are a small firm, do associate with a medium sized organization
and if medium you can align with either of these- large or medium.
Idea should be you get a nice coverage in the popularity cake.
(e) Public Events
– Public events are one of the major ways of creating a brand
image. An organization can participate in any of the public event
and assuring that it does not get disappeared in the crowd of many
brands or big names.
– Branding can be done through newspapers as well. If you target
the local public, you can go for advertisements considering the
individual day circulation, target readers, rapport of newspaper,
type of newspaper etc. If you target only to employ people for your
workforce requirement, you can place job Ads which may seem expensive
at the first glance but in terms of attracting the correct workforce,
it can do magic.
(g) Email –
For mail ids related to job portals, you can create an auto reply
which can contain brief description of the key aspects of candidate’s
and public interest and at the same time introducing your company
to the public. It should be informative as well as crispy so that
the audience reads it and just doesn’t do Shift Delete.
(h) Tagline –
Create a nice, attractive tagline or a punch line for your brand
and give it a significant visibility in all your branding efforts.
The tag line should be in accordance with your organization values,
goals, work etc. so that it reflects an overall image of the brand
(i) Align with
celebrity – Aligning with a celebrity is also a good way of
creating a brand image. But this may cost you big bucks and ultimately
increasing your cost dramatically. This is an expensive method of
is comparatively a cheaper way of branding. You can use your
internal organizational staff for this purpose.
(a) Front Office – Always pay attention to your front office
because first impression is last impression. It should be kept neat
and clean with a pleasant receptionist who always maintains freshness
and welcomes the guests with courtesy.
(b) Stays Interview
- HR can always conduct stay interviews in which they can interact
with the employee and ask them regarding their career prospects,
there alignment with the company, there feedback regarding their
concerned departments, etc. These feedbacks can be analyzed and
used for different purposes by which you can create an internal
brand image of the country.
(c) Exit Interview
– An exit always carries a fair chance of initiating the chain
reaction among the employees so always be very careful in analyzing
the exiting reasons so that you can overcome the justified ones
in the future.
(d) Employee Satisfaction
– Employee satisfaction is always very important for any organization
to grow. A satisfied employee is a productive employee. If your
employee is satisfied, you can relax because they will create a
good and positive rapport for the company in the market outside.
(e) Policy Information
– Always design your policies very strategically. A policy should
be designed in such a way that it holds good even after a long period
of time. A frequent internal policy change sends a message to the
outer world that the company is not consistent and knowledgeable
(f) Customer Orientation
– Customers are always the most important factors. Always keep
your workforce motivated towards delivery of customer oriented services.
Customers can be of either type, internal or external.
(g) Employee Participation
– Always try to ensure the maximum participation from the employee
side, either in terms of internal events participation or external
(h) Trained Employees
– Always ensure proper training of employees before they are
engaged in work. The training should be in all the aspects like
policies, vision, mission, organization. This will project a good
picture of organization on the new employee.
These are few to count with but based on the requirement and strategy,
the list may increase or shorten.
Contributing Writer: Rohit
Minton is working as Assistant HR in the Group HR department
of the Amicorp group. He has done his bachelors in Spanish Language
and is now pursuing his MBA in HRD.
[email protected] +91 9845676315