HR Professional - December 2007/January 2008 - (Page 39)

S T R AT E GY B Y PAT R I C I A M C Q U I L L A N WALKING THE TALK: INTERNAL BRANDING A ‘‘ successful internal branding program requires a strong strategy that drives the brand through operating principles in every area of the organization. Since HR collaborates with all levels of staff, it has the capacity to co-ordinate practices, manage feedback and measure the success of internal branding initiatives. Key challenges identified in internal branding research include: interdepartmental co-ordination Reviewing and adhering to best practices is essentially how HR can operate as the guide to internal branding. through communication and leadership; training to consistently bring the brand promise to life; and measurement and recognition to keep the momentum going. Reviewing and adhering to best practices is essentially how HR can operate as the guide to internal branding. The strategic development and implementation of internal branding should be initiated at the senior level, where reach and inﬂuence encompasses all functions; but HR is equipped to provide consistent standards and guidelines to each department throughout the development of an internal branding strategy. This is helpful in getting feedback and distilling a sense of ownership of the brand. While executive-level buy-in is essential, ensuring middle management’s commitment can be challenging. This is where HR becomes the appropriate communication hub and overseer of internal branding programs. Regular meetings with key decision-makers— with HR reporting feedback and opportunities to improve—help streamline processes. Crossfunctional ownership involving all stakeholders helps to secure commitment and assists the organization in deﬁning the brand promise and how to turn this concept into strategies and then into actions. Evidence of leadership practising the brand behaviours—“walking the talk”—is crucial w w w . H RT houghtLeader. c om to the rest of the organization’s understanding of how the brand is best demonstrated. Internal branding is a continuous process that requires regularly ﬁnding new ways to bring the brand promise to life. HR can develop programs for employee training and motivation to ensure brand behaviours are clear, relevant and fresh. While the overall brand strategy remains strong, the behaviours that employees exhibit to bring it to the customer experience will be ﬁne-tuned through training support and frequent assessment. Successful internal branding guides all employees on how to translate the company’s brand values into physical behaviours. HR can permeate brand behaviours into all activities from recruitment to ongoing employee training. The brand can be demonstrated ’’ Downsizing? Your staff may not be able to fight “early retirement”, but you can be sure that the tough decisions they’ll have to make concerning their pension plan or other company programs won’t jeopardize their future. Using BMO Nesbitt Burns Pathfinder®, our state-of-the-art software program, we can help to assess investment options – and help determine which are best. There is no obligation. If your company is in the process of restructuring we can help. Call me today to set up an appointment or to request more information. George Kosmopoulos, CIM, FCSI Investment Advisor & Financial Planner How to Protect Your Employee’s Retirement Upside (416) 359-4502 or (800) 567-3006 George.Kosmopoulos@nbpcd.com www.GeorgeKosmopoulos.com ® “BMO (M-bar roundel symbol)” is a registered trade-mark of Bank of Montreal, used under licence. ®* “Nesbitt Burns” and “BMO Nesbitt Burns Pathfinder” are registered trade-marks of BMO Nesbitt Burns Corporation Limited., used under licence. 339377_BMO_Nesbitt.indd 1 D e ce mb e r 2 007/J a n u a ry 7/26/07 39 2 008 9:43:18 PM http://www.HRThoughtLeader.com

Table of Contents Feed for the Digital Edition of HR Professional - December 2007/January 2008

HR Professional - December 2007/January 2008 Contents Editor's Letter Contributors Leadership Matters Website Did You Know By the Numbers Technology Study News: Ontario Regulatory Enforcement Compensation News: Postponing Retirement Legal Compensation On Message Public Image Ltd. Building Brand Equity Research Strategy HR 101 Interview with Marshall Goldsmith Off the Shelf The Last Word

HR Professional - December 2007/January 2008

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