The Power of an HR Brand for Building Culture and Trust


Does your company brand align with the employee culture? Connect with your employees by creating an HR brand that speaks to them.

Most companies have defined corporate brand standards for fonts and colors with detailed instructions on how to use their brand within established guidelines. Why? Because a good brand helps consumers find you, recognize you, and build trust in you.

But what about your employees? How do you brand communications when recruiting, onboarding, teaching about benefits, and communicating changes within the company?

Today, many Human Resources (HR) departments recognize the need to create an internal brand to educate and communicate with employees. An HR brand helps employees recognize HR communications while building culture and trust.

What Is an HR Brand?

An HR brand is similar to a company’s brand but is geared toward HR communications. These brands work together in a collaborative effort to build culture and trust.

HR brands define the rules for how employee communications are written, designed, and deployed. The brand should be personal and relatable based on the employee population and demographics.

It’s important to know, an HR brand is not just a logo (though an HR logo could be used as part of the visual identity). An HR brand encompasses:
• Company culture
• Personality
• Mission and values
• Content tone
• Color schemes
• Design, font, and image styles

Do I Need an HR Brand?

HR brands help reinforce your message and can alert employees to notices about their employment at your company.

But not every company needs an HR brand.

When strong company branding mirrors the employee population, employee communications can use company branding to maintain cohesiveness within the company.

When to Use an HR Brand
Internal Population Doesn’t Match External Brand
Not every company has an internal employee base which matches their external brand. For example, a high-end clothing company or luxury hotel may employ lower-wage workers. Employee communications with luxury images may not speak to the employee demographic. In fact, it may create a division between corporate executives and employees.

Defining an HR brand that focuses on family, wellness, and building a culture of trust can create a sense of community.

Multiple Acquired Companies
If your organization acquires multiple companies with various logos and branding, a single HR brand can help solve internal communication conflicts and build trust during acquisitions. Without an HR brand, HR teams often struggle to communicate with different company branding and cultures.

Creating one HR brand that’s recognizable across all acquired companies helps keep communications clear, recognizable, and can help facilitate company-wide culture.

Millennials and Generation Z
Are you considering your future employees? It’s important to think about the workforce that’s here now and those joining us soon.

Millennials, and more specifically generation Z employees, have grown up in the era of creating a personal brand for their identity. An HR brand with its own personality makes sense and is innovative in the eyes of young employees.

Questions to Ask Yourself
• Do you have a diverse employee population which differs from your corporate brand?
• Does your current brand match the employee culture?
• Do your communications bridge the gap between generations, economic status, and education levels?
• Do you currently employ or plan to recruit millennials and generation Z employees?

Is an HR Brand right for you? Learn more about the next steps in creating an HR brand by contacting Communication Partners today.

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