HR Professional - December 2007/January 2008 - (Page 40)

S T R AT E GY through recruitment messaging that portrays the brand in terms of desired behaviours. This will help HR assess and select recruits based on how the brand is initially perceived. New employees will already have a feeling of what it means to be a part of the organization and the expectations regarding the brand promise. Once internal branding gains support from the executive level, HR can establish recognition programs that reward brand behaviours to keep the momentum going and establish clear objectives as to next steps. Such programs can keep the excitement level up, leading to heightened commitment as well as ownership and pride in the brand. Employee loyalty is often characterized by respect and trust, which are factors that can also characterize an organization’s relationship with its customers. The connection between employee performance and customer satisfaction can be used as the basis for developing HR programs for employee recognition. These programs would bring about cross-functional collaboration with HR getting involved in customer experience, marketing research and measurements of employee performance. Employees want to see how their work adds to the success of the company, which can be one of the outcomes of a recognition program founded on the concepts of internal branding. The effects of such actions on the organization’s success can also be measured and tracked. Researching what works for other organizations is smart, but don’t be afraid to develop new programs and innovative methods of measurement. Sustaining internal branding means continued employee connection and motivation to live the brand. Patricia McQuillan (pmcquil@brand-matters.com), president of Brand Matters, specializes in brand management best practices. Rage. Blame. Resentment. Overcome them all with Mediation by Creative Outcomes. Workplace disputes happen every day, and occasionally they unravel to become ﬂared tempers, pointed accusations – even lawsuits. Avoid the courtroom cost and pain with professional mediation services or mediation training from one of Canada’s most experienced dispute resolution professionals. Call Sarah Gayer, CHRP at Creative Outcomes 416-656-7524 or learn more about mediation in the workplace with articles and podcasts at www.creativeoutcomes.ca. 301630_Sare.indd 1 10/4/06 3:08:11 PM 40 D e c348812_CMS.indd/ J1a n u a r y 2 0 0 8 ember 2007 9/20/07 8:13:42 PM HR P R OF E S S I ON A L

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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