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Branding from the inside out:HR’s role as a brand builder
Murali Aiyer
Mumbai
SALTLABS
What does this evoke?
SALTLABS
What does this evoke?
SALTLABS
What does this evoke?1976 2006
SALTLABS
What does this evoke?
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SALTLABS
People and Practices build Brands
Independent opinion
Integrity
Great People
Sharp Analytics
History of Excellence
Recognized Globally
Shapes Markets
Enables Informed decisions
Underpromises and OverdeliversPioneers
Understated
SALTLABS
SALTLABS
The HR Value Proposition
Nation & Industry BrandNation & Industry Brand
• Brand India
• India’s finance industry
• Credibility & size of the industry within the nation’s economy
• Brand India
• India’s finance industry
• Credibility & size of the industry within the nation’s economy
Nation & Industry BrandOrganization Brand
Positioning Internal Value Proposition
External value propositionEmployeesBusiness LeadershipProcesses
Global partnersBoard & shareholdersTeam HRPersonal Brand BusinessPeople
Talent CampusLateralCustomersSociety
Regulators
Alumni
SALTLABS
The HR Value Proposition
Organization Brand Positioning
Organization Brand Positioning
• Brand positioning in domestic markets
• Confidentiality and credibility
• Compliance
• Perception of organization with policy makers and regulators
• Brand positioning in domestic markets
• Confidentiality and credibility
• Compliance
• Perception of organization with policy makers and regulators
Organization Brand Positioning Internal Value Proposition
External value propositionEmployeesBusiness LeadershipProcesses
Global partnersBoard & shareholdersTeam HRPersonal Brand BusinessPeople
Talent CampusLateralCustomersSociety
Regulators
Alumni
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The HR Value Proposition
EmployeesEmployees
• Challenging work
• Apolitical
• Tremendous learning
• Space & freedom
• High level interaction
• Opportunity & experiment
• Collegiate
• Value based & independent
• Work Life Balance
• Challenging work
• Apolitical
• Tremendous learning
• Space & freedom
• High level interaction
• Opportunity & experiment
• Collegiate
• Value based & independent
• Work Life Balance
Internal Value Proposition
External value propositionEmployeesBusiness LeadershipProcesses
Global partnersBoard & shareholdersTeam HRPersonal Brand BusinessPeople
Talent CampusLateralCustomersSociety
Regulators
Alumni
SALTLABS
The HR Value Proposition
Business LeadershipBusiness Leadership
• Value based – beyond commercial considerations
• Open & transparent
• Thought leaders & pioneers
• Value people
• Apolitical
• Value based – beyond commercial considerations
• Open & transparent
• Thought leaders & pioneers
• Value people
• Apolitical
External value propositionBusiness LeadershipProcesses
Global partnersBoard & shareholdersTeam HRPersonal Brand BusinessPeople
Talent CampusLateralCustomers
Regulators
AlumniSociety
SALTLABS
The HR Value Proposition
• People
• Communication
• Performance Management
• Compliances – local & global
• Under promise & over perform
• User friendliness
• Handholding in terms of integration & managing change
• People
• Communication
• Performance Management
• Compliances – local & global
• Under promise & over perform
• User friendliness
• Handholding in terms of integration & managing change
ProcessesProcesses
• Business
• Robust
• Rigorous
• Use of latest technology
• Quality mechanisms
• Business
• Robust
• Rigorous
• Use of latest technology
• Quality mechanisms
External value propositionGlobal partnersBoard & shareholdersTeam HRPersonal Brand Processes BusinessPeople
Talent CampusLateralCustomers
Regulators
AlumniSociety
SALTLABS
The HR Value Proposition
Global partnersGlobal partners
• Confidentiality
• Delivery
• Train our team & their teams
• Results (ex. US GAAP)
• Global auditors
• Confidentiality
• Delivery
• Train our team & their teams
• Results (ex. US GAAP)
• Global auditors
External value propositionGlobal partnersBoard & shareholdersTeam HRPersonal Brand
Talent CampusLateralCustomers
Regulators
AlumniSociety
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The HR Value Proposition
Board & ShareholdersBoard & Shareholders
• Highest governance
• Compensation
• Operations – internal & external audit
• Open yourselves to Analytical questioning
• HR Section in Balance Sheet & results
• Highest governance
• Compensation
• Operations – internal & external audit
• Open yourselves to Analytical questioning
• HR Section in Balance Sheet & results
External value propositionBoard & shareholdersTeam HRPersonal Brand
Talent CampusLateralCustomers
Regulators
AlumniSociety
SALTLABS
The HR Value Proposition
Team HRTeam HR
• Team of specialists & generalists
• SLA – Service Orientation
• Service polls for assessment
• Leadership polls for strategic inputs
• Global opinion – integration support
• Business relevance – products & services rendered
• Under promise & over perform
• Build the trust platform
• Team of specialists & generalists
• SLA – Service Orientation
• Service polls for assessment
• Leadership polls for strategic inputs
• Global opinion – integration support
• Business relevance – products & services rendered
• Under promise & over perform
• Build the trust platform
Team HRPersonal BrandTalent CampusLateralCustomers
Regulators
Alumni
External value proposition
Society
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The HR Value Proposition
Personal BrandPersonal Brand
• Encourage personal brands
• Teach people to build personal brands
• Eagle pusher
• Humility
• Encourage personal brands
• Teach people to build personal brands
• Eagle pusher
• Humility
Personal BrandTalent CampusLateralCustomers
Regulators
Alumni
External value proposition
Society
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The HR Value Proposition
TalentTalent
• Campus
• Building a brand
• Strengthen interaction
• Guest seminars & lectures
• Specific electives & modules
• Focused
• Heterogeneous
• Value proposition
• Campus
• Building a brand
• Strengthen interaction
• Guest seminars & lectures
• Specific electives & modules
• Focused
• Heterogeneous
• Value proposition
• Lateral
• Word of mouth
• Your leaders’ opinions
• Your alumni’s opinions
• Industry opinion
• Lateral
• Word of mouth
• Your leaders’ opinions
• Your alumni’s opinions
• Industry opinion
Talent CampusLateralCustomers
Regulators
Alumni
External value proposition
Society
SALTLABS
The HR Value Proposition
CustomerCustomer
• Credibility
• Value of your company’s business card
• Non-transactional relationship
• Meeting, Exceeding & WOW
• Credibility
• Value of your company’s business card
• Non-transactional relationship
• Meeting, Exceeding & WOW
Customers
Regulators
AlumniSociety
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The HR Value Proposition
SocietySociety
• Corporate Social Responsibility
• Setting of educational institutions, health institutions etc.
• Corporate Social Responsibility
• Setting of educational institutions, health institutions etc.
Regulators
AlumniSociety
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The HR Value Proposition
RegulatorsRegulators
• PF, Income Tax
• Sarbanes Oxley
• SEBI
• Auditing process
• RBI
• PF, Income Tax
• Sarbanes Oxley
• SEBI
• Auditing process
• RBI
Regulators
Alumni
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The HR Value Proposition
AlumniAlumni
• People parting process
• Engage alumni
• Fold them into your future
• People parting process
• Engage alumni
• Fold them into your future
Alumni
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Nation & Industry BrandNation & Industry Brand
Organization Brand Positioning
Organization Brand Positioning
Internal Value PropositionInternal Value Proposition Industry-wide external value proposition
Industry-wide external value proposition
EmployeesEmployees
Business LeadershipBusiness Leadership
ProcessesProcesses
Global partnersGlobal partners
Board & shareholdersBoard & shareholders
Team HRTeam HR
Personal BrandPersonal Brand
BusinessBusiness
PeoplePeople
TalentTalentCampusCampus
LateralLateral
CustomersCustomers
SocietySociety
RegulatorsRegulators
AlumniAlumni
Nation & Industry Brand
Organization Brand Positioning
Internal Value Proposition
Industry-wide external value proposition
EmployeesBusiness LeadershipProcesses
Global partnersBoard & shareholders
Team HRPersonal Brand
Business
People
Talent CampusLateral Customers
SocietyRegulators
Alumni
SALTLABS
Thank you!