Strategic HR: Invest in the Reputation of the Employer Brand

Recruitment, selection, management and training of employees. Those functions come to mind when talking about human resources (HR).

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Recruitment, selection, management and training of employees. Those functions come to mind when talking about human resources (HR). Generally, this sector is considered secondary, dedicated mainly to retain and hire talent. But it can be more than that: a strategic HR has a direct influence on the positioning of the company in the market.

From the creation of a strategic HR, it is possible to make the image of the company stronger, influencing the way the public sees it, which attracts talents more easily. This occurs when the actions of the human resources department are integrated with the strategic positioning of the enterprise in the market.

“There is a very interesting concept: employer brand. Achieving this ‘brand’ implies building a positive image in the market, achieving a reputation as a good employer for both current and future employees.”

Says Martha Alles, international qualifications management consultant.

According to her, this implies proposing and carrying out a series of actions so that the market acquires a highly positive perception of the company as a work environment, so that people want to enter the organization and become part of the workforce.

Strategic HR and the creation of a positive image

The positive image sought by the company should not be based only on advertising campaigns. This is what Martha says: “This must be built with concrete actions of HR. In addition, it is not possible to acquire the value of employer brand without a concept that is even more important: the brand of human resources “.

This concept identifies the positive evaluation that the HR sector has within an organization, which Martha considers as a product of management effectiveness.

“Working on the brand concept has multiple practical applications and with different perspectives.” Martha exemplifies that from the internal and external perspective.

The internal is when the HR reaches a high brand value, which facilitates the implementation of any program, method or project, since the members of the company will have confidence in the management.

The external one consists in the value that the brand produces with a good image among the leaders and the collaborators, causing them to transmit it to outsiders. “This implies obtaining a highly satisfactory response when engaging actions are carried out, thus capturing the best talent for vacancies”.

Qualified HR professionals

Once the company invests in a strategic HR, it is necessary to verify that the professionals in the area have knowledge that goes beyond the techniques of people management.

“Currently an HR professional requires renewed competences of the discipline, a multidisciplinary knowledge that includes understanding the economic context, foreign trade and, in particular, knowledge related to the business of the company in which it operates.”

Suggests Martha.

However, even though it is essential that the HR professional is multidisciplinary, you should not forget to focus your effort on the employees. According to the consultant, he must assume three roles at the same time: regarding the organizational strategy, the people who work in the company and the development of the talents.

“The three roles must be assumed at the same time, not as separate units,” emphasizes Martha. To achieve this, the professional must have ethical values ​​and specialized management.

Now that you know a little more about strategic HR, you can plan a greater role in this sector in your company. Remember that this attracts and retains talents and improves the image of the brand in the market.

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