Branding Hr
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Brands and HR Niraj Dawar March 9, 2007
Page 2
The Many Functions of HR… •
Administration Strategic Planning, organizational evaluation, policy
recommendations, Staff Benefit, retirement benefits, vacation, sick leave, paid holidays, section 125 plan, donor program, educational incentive, uniform allowance, and others.CompensationSalary and benefit surveys, Job evaluation, job descriptions.Employee relations Disciplinary processes, incident investigations, complaint/grievance procedures, labor-management relations.Employee services Enrollment in benefits, employee discounts for recreational spots, resolution of problems, employee newsletter, educational assistance, employee service awards.Fiscal Staffing budgets, departmental budget, accounts payable, insurance receivables, insurance fund management, total package costing.Health and safety Employee assistance, Compensation, compliance, safety compliance and training.Labor relations Contract administration, collective bargaining, grievances.Leaves of absence, Family and Medical Leave rights, duty assignments. Payroll administration Performance appraisal evaluation systems, Training and talent development,.Record-keeping, litigation,.Recruitment, Job posting, advertising, testing administration, employment interviews, background investigations, post-offer employment testing. Separations and terminations, severance benefits, unemployment compensation, exit interviews, Organization Design, Team and Project Management,
Copyright© 2007 Richard Ivey School of Business
Page 3
The Role of HR…
Copyright© 2007 Richard Ivey School of Business
Page 4
Underlying Issue…
FIT? Copyright© 2007 Richard Ivey School of Business
Page 5
The Time, Effort, Resource Sinks • • • • • •
Exception management The right candidate for the job Current employees that do not fit Unmotivated individuals Dysfunctional teams …
Copyright© 2007 Richard Ivey School of Business
Page 6
Markets are fraught with ‘fit’ risk In markets characterized by: • Many Buyers • Many Sellers • Imperfect information – Fit will always be a challenge
Copyright© 2007 Richard Ivey School of Business
Page 7
Marketing’s Take on the issue
In one-to-many markets, the role of BRANDS is to facilitate FIT
Copyright© 2007 Richard Ivey School of Business
Page 8
Brands
• What is a brand? • What does it do?
Copyright© 2007 Richard Ivey School of Business
Page 9
Brands Are an efficient way to: • Reduce risk • Reduce search effort • Result in buyers and sellers finding each other • Result in a match at low cost • Minimize problems of lack of ‘fit’
Copyright© 2007 Richard Ivey School of Business
Page 10
The role of Brands in HR…
Copyright© 2007 Richard Ivey School of Business
Page 11
Further Reading… • Dawar, Niraj, and Charles Boulakia (1999), “Brands as Mental Real Estate,” Ivey Business Journal, Vol. 64 (1), SeptemberOctober, 71-75. • Dawar, Niraj (2004), “What Are Brands Good For?,” M.I.T. Sloan Management Review, Fall.Vol 36(1), 31-37 Copyright© 2007 Richard Ivey School of Business
Page 2
The Many Functions of HR… •
Administration Strategic Planning, organizational evaluation, policy
recommendations, Staff Benefit, retirement benefits, vacation, sick leave, paid holidays, section 125 plan, donor program, educational incentive, uniform allowance, and others.CompensationSalary and benefit surveys, Job evaluation, job descriptions.Employee relations Disciplinary processes, incident investigations, complaint/grievance procedures, labor-management relations.Employee services Enrollment in benefits, employee discounts for recreational spots, resolution of problems, employee newsletter, educational assistance, employee service awards.Fiscal Staffing budgets, departmental budget, accounts payable, insurance receivables, insurance fund management, total package costing.Health and safety Employee assistance, Compensation, compliance, safety compliance and training.Labor relations Contract administration, collective bargaining, grievances.Leaves of absence, Family and Medical Leave rights, duty assignments. Payroll administration Performance appraisal evaluation systems, Training and talent development,.Record-keeping, litigation,.Recruitment, Job posting, advertising, testing administration, employment interviews, background investigations, post-offer employment testing. Separations and terminations, severance benefits, unemployment compensation, exit interviews, Organization Design, Team and Project Management,
Copyright© 2007 Richard Ivey School of Business
Page 3
The Role of HR…
Copyright© 2007 Richard Ivey School of Business
Page 4
Underlying Issue…
FIT? Copyright© 2007 Richard Ivey School of Business
Page 5
The Time, Effort, Resource Sinks • • • • • •
Exception management The right candidate for the job Current employees that do not fit Unmotivated individuals Dysfunctional teams …
Copyright© 2007 Richard Ivey School of Business
Page 6
Markets are fraught with ‘fit’ risk In markets characterized by: • Many Buyers • Many Sellers • Imperfect information – Fit will always be a challenge
Copyright© 2007 Richard Ivey School of Business
Page 7
Marketing’s Take on the issue
In one-to-many markets, the role of BRANDS is to facilitate FIT
Copyright© 2007 Richard Ivey School of Business
Page 8
Brands
• What is a brand? • What does it do?
Copyright© 2007 Richard Ivey School of Business
Page 9
Brands Are an efficient way to: • Reduce risk • Reduce search effort • Result in buyers and sellers finding each other • Result in a match at low cost • Minimize problems of lack of ‘fit’
Copyright© 2007 Richard Ivey School of Business
Page 10
The role of Brands in HR…
Copyright© 2007 Richard Ivey School of Business
Page 11
Further Reading… • Dawar, Niraj, and Charles Boulakia (1999), “Brands as Mental Real Estate,” Ivey Business Journal, Vol. 64 (1), SeptemberOctober, 71-75. • Dawar, Niraj (2004), “What Are Brands Good For?,” M.I.T. Sloan Management Review, Fall.Vol 36(1), 31-37 Copyright© 2007 Richard Ivey School of Business
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