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  • BRND Gold

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    brnd gold

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    2 visualizzazioni2 pagine

    BRND Gold

    Caricato da

    api-3717481

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Scarica in formato PDF o leggi online su Scribd
    Segnala contenuti inappropriati
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    BRAND OF GO LD As organisations come under increasing public scrutiny, HR needs to become far more closely involved in creating and sustaining their brands, argues Kevin Thomson ‘Abrand was oncelittle more then the ‘public face a company gaveits products or services. But today's ppowerfulbrands encompass much ‘more than that They represent the ‘whole business, including its people. | those people arent "lving the ‘brand or they dont believe in what it ‘stands for,ortheyjust don't give & damn the business isinbig trouble. Since branding is people issue, it cearit be left tothe marketeers. Yer the ‘only time HR practitionersever really | sgettotalk about he subjectisin relation to employer branding This is aninternal issue describes the ‘organisations approach to recruitment ‘and retention, rather than any external, ‘consumer or even corporate proposition that involves ll the people in the firm. HR people need an opportunity to ‘externas their role. But their ‘traditional responsibility for | ‘employees’ welfare and performance ‘makesthis hard, When people do one thing well, they can easily be labelled ~ HR practitioners need to learn and talk marketing-speak ddaretsaybranded? Asa result, HRSrole {stoooften seen asan internal one. FR professtonls may getinvoled in developing outward facing sails such ascustomer service but the focus of theiework, a farasthe rest ofthe business isconcernd,isinteral ‘This docarit male scrse [e+ now ‘widely recognised thar people are crucial tothe value of any business and that they nocd tov the brand ifthe businessisto win the cust of consumers, And, after the corporate scandals recent years, consumers are Jess inclined than ever togive business thebenelit of the doube “The double whammy where people

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