UP, UP, AND AWAY
With the stealth of cloaked warriors, a new breed of HR Manager has quietly been adopting the techniques of brand management: positioning, messaging, competitive analysis, tracking, and all the “secret” tools of Procter & Gamble. Just as product brands convey an image to customers, an employer brand conveys an organizational image to potential and current employees. As a result, HR is no longer relegated solely to the world of benefits and compensation, but rather thrust into the role of brand champion, fiercely protecting and managing their new asset: the Employer Brand. So, see that guy in HR that looks like Clark Kent? You better stay on his good side.
