Branding by Department: Human Resources

Internal audiences are often the most overlooked group when it comes to branding. To many business owners and executive directors, employees don't spring to mind when thinking of key stakeholders. How can employees embody the brand when if the brand doesn't surround them? Branding is not simply an external tool.

Taking your brand to an internal operation like HR is usually more complicated than using properly designed business tools. Consider a few of these areas that are great places to integrate your brand into your human resources practices:

Interviews: This is the first time a potential employee will encounter your organization, so structure your interview format to reflect the best aspects of your brand. Should they meet the principles? Should it be an intimidating experience? A warm, friendly experience?

Policies: Do you have a code of ethics? Is there a particular dress code that reflects your brand (casual vs. formal vs. "creative")? Does your leave policy reflect an opportunity to relax or does it stress the importance of the job?

Documentation: Make sure all HR procedures are documented on branded company materials.

Compensation: Salaries, bonuses, raises, and other forms of compensation should be tied to and reflect brand attributes. Give bonuses based on brand milestones, review employees on their ability to embody the brand, and structure your compensation packages to reflect the core nature of your brand (i.e. stock-heavy compensation denotes strong ties to the company, cash-heavy can denote a stress on personal reward for employees).

Perks: The extra attributes to a compensation package say a lot about the organization. What type of savings/retirement package do you offer? Is it tied to the company's performance? Consider the other perks such as memberships and opportunities. Do they stress relaxation, professional development, or health and fitness? Which one aligns best with your brand?

Mediation: The way your HR department handles mediation is important. Choosing between supervised mediation, seperated hearings, formal documentation, and other methods should be tied to your brand.

Hiring: Maybe most important of all, who you hire and where you advertise those job listings is of critical brand importance. Looking for people who can embody your brand is the best way to ensure that you are stacking your ranks with star brand ambassadors. Define the attributes you are looking for and search those people out in places that are most likely to attract them (online vs. career fair vs. head-hunters, etc.).

As always, examine your current HR systems and try to find brand opportunities. They probably exist all over the department and are waiting to be aligned.