The Corporate Brand
We all know very well that a corporate brand implies recall, faith, meeting expectations and a kind of promise that is compelling as regards its products and services. It is meant to generate definite tangible and intangible gains for all stakeholders. Brand value proposition statements help stakeholders understand how effectively the brand is meeting their needs.
A corporate value proposition is a vehicle to deliver the brand value. It must be unique and distinct from the competitors. It helps develop your company’s face to the world. However its promise to fulfill the expectations of all the stake holders is a reflection of the organization’s core capabilities, processes and competencies. This is illustrated in the international airline value proposition –
By HR brand we mean an employer brand that attracts the best talent, makes it stick and unleash its potential to emotionally engage employees and retain them? Can the HR brand value extend beyond employees?
The HR brand would be limiting if HR people were to build it independent of the corporate identity i.e., its external and internal branding. The HR brand ought to be aligned to the corporate to draw strength from its image as a good corporate citizen one that provides value consistently and ethically.
One practical way is to leverage the essence of corporate mission and value statements to energize the HR brand. This is reciprocal as the HR brand will also inspire the employees to add value to corporate mission.
Southwest Airline links the employee brand message to the corporate mission very well
HR Brand and its value proposition
How can a HR brand deliver tangible benefits to the internal as well as the external stakeholders? It can through its value proposition.
While doing so it is important to bear in mind what Dave Ulrich has to say “value is defined by the receiver, not the giver; any value proposition begins with a focus on receivers, not givers”.
HR value proposition can provide tangible benefits
Value for top talent means they want to be a part of a winning team, and they want opportunities for career development. HR can build an employer brand identity based on their existing external branding foundation with a brand message that can be meaningful both externally and internally.
Value for the investors, management and all employees is received through high market valuation of the company.
The primary finding of the first ever Watson Wyatt Human Capital Index study reveals that company’s that have superior human capital practices create superior returns for their shareholders through higher market valuation. The results are astounding – please read more: http://www.watsonwyatt.com/us/pubs/insider/showarticle.asp?ArticleID=7136
It becomes abundantly clear that HR can deliver tangible value even in monetary terms provided its human capital processes are in sync with strategic needs of the organization and of the needs of its employees.
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