HRP Luncheon, January 9, 2013 Debby Magnuson & Tamara … · 2020-03-21 · “A personal brand is...

HRP Luncheon, January 9, 2013

Debby Magnuson & Tamara Tasche, Presenters CPI Twin Cities

www.cpitwincities.com 952-915-7600

1

http://www.cpitwincities.com/

According to Ad Week…

Best brand:

Best marketer:

Best products:

Copyright © 2013 Career Partners International. All rights reserved. 2

Branding is about communicating reputation and value to a larger market.

It becomes a “shorthand” that is understood, hopefully in a positive, desirable way that increases value.


1. Do I understand the central organizing

thought?

2. Do I like the personality of the brand?

3. Do I align with the values it espouses?

4. Do I like the visual presentation?

5. Does it carry emotional benefits that feel good

to me?

6. Does this brand do what it says it will do?



1. Product Brands

2. Company Brand

3. Personal Brand

4. Employer Brand

And…

“A personal brand is a personal identity that stimulates precise, meaningful perceptions in its audience about the values and qualities that person stands for.” --Peter Montoya

“In the new world of work, your reputation is the only accepted currency.” --William Arruda

“You have a brand whether you know it or not. It’s in your best interest to manage it.” --Tamara Tasche



What are some positive personal brand characteristics for an HR professional?

The image and perception a company wants stakeholders to have about their organization as an “Employer of Choice”

Communicates “Great Place to Work”

Purpose: target, attract and retain best-fit employees

Culture both informs the employer brand and is shaped by it

Senior leaders should be involved in developing & implementing employer brands

Serves as a standard against which the employee/candidate experience is evaluated


PepsiCo – “Taste the Success”

Promised PepsiCo Experience:

‣ Powerful Brands

‣ Passion for Growth

‣ Culture of Shared Principles

‣ Commitment to Results

‣ Ability to Make an Impact

‣ Quality People


Company Reputation

Description of company culture

News reports

Word-of-mouth statements

Description of future goals/vision

How the employer brand compares to the

competition

--Monster.com article, 2012


Subjective Candidate Experiences

‣ Applying for a job on website or by e-mail

‣ Interviewing for a position

‣ Talking to employees and walking through the

workplace

‣ Using products, services or customer help

‣ The company’s impact in the candidate’s

community


Employee’s Experience in the Company “Full cycle” employment

◦ Hiring process

◦ On-boarding / orientation

◦ Day-to-day work experience

◦ Compensation, benefits and recognition

◦ Change management

◦ Performance management

◦ Career development

◦ Exit


Employer

Brand

Personal

Brand

HR

Brand


Alignment between internal brands creates integrity, cohesiveness and trust in the organization.

An aligned organizational culture is one in which the formal and informal systems are the same.

Formal Systems Informal Systems

Rules & Policies Leadership

Selection System Actual Behavior Fair Treatment

Orientation/Training Rewards/Discipline

Reporting System Language

Decision Processes Norms

Source: Linda Klebe Trevino, “Creating the Ethical Organization”

Communicates the department’s “promise of value” (What)

Includes a description of how value is delivered (How)

Describes benefits to leveraging department resources (Why)

Has multiple audiences (Who):

• Internal Management and Employees

• External Candidates

• Community Stakeholders


What? Explores your deliverables. ◦ What exceptional service does your department

provide for its target audience?

◦ What tangible outcomes do your customers receive?

◦ What is your department’s unique value proposition (i.e., promise of value)?

The outcome of the WHAT questions is your group’s branding tagline—a key part of your how your department positions itself


How? Explores how your department delivers its

brand in a unique, differentiated way. ◦ How does your HR group work in a different way than your

competitors?

◦ How does your group stand out in a way that makes it “best in class”?

Skills

Approach

Philosophy

Values

What we say “yes” to and what we say “no” to


Who? Explores who is impacted by, needs and

wants what your team does

◦ Who are the stakeholders this team impacts?

◦ What industry/demographic trends are impacting who this team serves?

◦ Who do we need to be in order to best serve our internal/external customers? What traits/characteristics/skills does this team need?


Why? Explores the benefits of your brand.

Benefits to your customers: the value they receive ◦ Why would people want to interact with this HR

Department? What’s in it for them?

Benefits to your HR group: what does your group

receive from delivering the work: satisfaction from helping others, sense of well-being, supportive environment, financial rewards, etc. ◦ Why does this work for us? In what way does the work we

do and how we do it align with our individual goals and values?


How is HR currently perceived in the company? (Are you sure?)

What is the external reputation of your HR Department?

Be intentional about building your brand

◦ Brand strategy

◦ Visibility / awareness tactics

◦ Communication plan


Consistency—stay on message

Quality Delivery—deserve and keep earning your reputation


Brand statement: keep your language and messaging clear


“Ladies and gentlemen serving ladies and gentlemen”

Accelerate Executive Success


HRP Luncheon, January 9, 2013 Debby Magnuson & Tamara … · 2020-03-21 · “A personal brand is...

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Transcript of HRP Luncheon, January 9, 2013 Debby Magnuson & Tamara … · 2020-03-21 · “A personal brand is...