SMART HR: INTERNAL BRANDING AS AN EFFECTIVE HR TOOL & A REPUTATION MANAGEMENT TECHNIQUE

Abstract

In the time of digital and virtual efficiency, where brands have mastered the art of their branding techniques and are quite happy with their visibility, it’s equally important however is that they realize how imperative it is for them to concentrate on the internal strength of the company. Only if a company is internally strong can it be externally sound and do justice to all its branding related endeavors. Internal branding is actually a relatively new understanding within an organization, where emphasis is given to the fact that the employees become more customer focused and understand the nuances of business well. HR strategy must be designed in such a way that every single employee gets to understand what exactly their JD is and how their honest contribution can actually lead to the company’s success. Adequate and smart HR policies, internal communications and corporate marketing efforts and strategy put together can do the wonder for best branding. Companies whose personnel understand how they operate and make money perform better. The confidence level in employee’s increases and the transparency brings loyalty in them as well. Committed employees provide stronger performance and generate higher customer satisfaction. One big question that every employee has in his mind before joining the company is that ‘what is in for me’, and this juncture is where internal branding comes in action. Once the employee is convinced with the way the company conducts and takes care of all the rules, he becomes confident and convinced with the job and at the same time proud of his organization where he is working. In this paper, the concept of internal branding is reviewed and its importance to the overall brand engagement is outlined.