In part one of this 2-part Rebranding Human Resources series, we examine the rationale for an HR rebrand and lay the groundwork for a lasting, and successful, image upgrade. There is a clear path to positively impacting how employees view your department and company culture. This article will get you started down that fruitful path.
In part two, we will explore 5 alternate names for HR and which best suits your organization.
What is HR rebranding?
First, let's ensure we are speaking the same language.
In the HR arena, a rebrand is aimed at advancing the employee's perception of the human resources department, and along with it, the corporate culture. This project typical entails the launch of a new name (a term I'll use synonymously with rebrand) for the HR team and multiple employee communications around the services provided by the department.
Right vs wrong reasons to rebrand
Following are reasons I've heard HR leaders provide when asked why they are changing their department name.
"Our competitors are recruiting our talent out from under us."
"I just read this stat: 85% of C-level leaders believe the term "human resources, and want my CEO to know I am working on this and deserve a seat at the table." (by the way, this is a true stat, Sage Group, 2022.)
"Human Resources is outdated and has lots of negative connotations with our employee base."
"Our eNPS has dropped 3 quarters in a row."
"The HR team has taken on a whole new set of responsibilities in the last 4 years and the term doesn't seem to fit."
The list of rationalizations could go on; however, I'll divulge the plot twist now... there is only one valid justification to rebrand a department. Aligning the department name with their primary responsibilities is the only motive that results in lasting transformation. This reason is authentic, attempting to capture the value the "people department" delivers to the company. All other explanations are superficial; nothing more than covering a lemon with blue paint. Scrape off the paint job and you still have a tart lemon. Changing an image takes more than glossy words.
The department name should reflect the value it delivers to the organization.
NANCY STEWART, TALENT ALCHEMISTS
Let's spend a few minutes on a thought exercise to help move beyond flashy words and set up your rebrand for success.
Thinking through the rebrand
The exercise, in concept, is quite simple; just two basic questions to answer. The queries, though, may require more thought than you anticipated. Open up a your favorite note app and spend a few minutes answering the following:
- What prompted you to change the department name?
- Make a list of your team's top 2 to 5 priorities. Which of the following categories do these priorities fall in to? Label each priority with a corresponding category.
- HR administration/process/tactics (APT) - examples include rewriting a handbook, streamlining employee onboarding, rolling out new time and attendance policies
- Business operations - such as creating staff training on a needed skill, developing a succession plan for managerial roles, revamping performance management to align with strategic objectives
- Employee experience - priorities in this category could include launching a wellness program, creating transparent pay policies and career ladders, or conducting an employee engagement survey and launching projects based on that data
What your answers reveal
Much like one of those elementary school paper fortune tellers (do kids even still use paper these days???), the answers to your thought exercise reveal the best name for your department. Ready for plot twist #2...the answer uncovered could be to simply leave the name as "human resources." While that might not be the rebranding splash you were hoping for, this knowledge will allow you to focus on impactful projects now, while laying a foundation for a successful rebrand down the road. Read on to learn if now is the time for a new name or if you should reconsider at a future date.
Now is not the time
Let's explore reasons now may not be the time to launch an HR rebranding campaign. As already discussed, if your objective is something other than highlighting the contributions the team makes to the organization, you aren't in this project for the right reason. If your answers to question number 1 (What prompted you to change the department name? ) sound similar to the below, you would be wise to put a hold on your rebrand:
- We want to be more appealing to recruits and build a better Jobs page on our website.
- Human Resources has negative connotations and we want our employees to know we care about them.
- Human Resources is old school.
- Our primary competitor has a People & Culture department. We need to keep up.
All of these answers are cosmetic; they are about the perception of the team and not a reflection of value and actions. These answers are the painted blue lemon.
Certainly, you can choose to spend time and resources on a rebrand if perception is your driving factor. However, energy may be better spent on implementing people initiatives; projects to engage employees, attract candidates, and outperform your competitor. My advice to you - think about programs you can develop that show employees you care about their wellbeing and development. You know the old saying, action speaks louder than words names!
Action speaks louder than department names.
NANCY STEWART, TALENT ALCHEMISTS
So, when is the right time for a rebrand?
If your prompt to change the HR department's name is to reflect the team's great work, you are on the right track. Answers along these lines sound like:
- We want to be more appealing to recruits and build a better Jobs page on our website that highlights our best-in-class benefit program.
- Human Resources has negative connotations and we want the focus to be on the fantastic training and wellness programs we've implemented for our employees.
- Human Resources is old school. Our department is using analytics to create equity-based compensation and development programs.
- Our primary competitor has a People & Culture department. We need to showcase our DEI initiatives and self-directed promotion paths.
These answers are about alignment of the name with worth. If your answers are similar to these, press on.
Alignment of team name with priorities
As you read through your priorities (question #2), what business area(s) will your team primarily impact? Are you focused on incredibly important APT priorities? In addition to examples already provided, this could be processing an error-free payroll or conducting a department audit to ensure legal compliance. These are extremely critical functions. They are also traditional HR activities, so the human resources moniker might be the most fitting option for your team. Hope is not lost, though, for your rebrand. Check out naming option #3 in part two of the series; if you are an APT-focused department that truly considers employee needs along with business needs, I've got an option for you.
If the majority of your priorities fall into the business operations and/or employee experience categories, you have made it all the way through this elimination process with flying colors. You are motivated by a genuine desire to take care of your employees and you are engaging in activities that align business and employee advancements. You are ready for a rebrand. Discover the best name for your team and their focus in my post Names for HR: 5 Pragmatic Alternatives. Here you'll find a brand that best aligns with your team's priorities and mission.
Need additional help
If the thought exercise proved challenging ("list the team priorities? what priorities?"), you aren't sure what category the team's work falls into, or you want to implement new people initiatives but aren't sure where to start, Talent Alchemists can provide additional guidance. Our services can be found here or feel free contact us to schedule a discovery call about how we can help.
