I think the “rebranding” meme is one based in a fundamental lack of understanding about technology. HR has never really been known as a bastion of technologically progressive thinking, and with the concept of the profile having developed so far beyond just the “resume” or personnel folder, HR groups are being viewed as behind the times and in need of “rebranding” or a metamorphosis.

I tend to think that its simpler than that – HR needs training. Ironic, as corporate training often falls somewhere in HR, but its true. Companies need to recognize a paradigm change in how their employees and potential employees are communicating, and how it affects established rules, practices, and standards within HR. The farthest most have gone is to include “e-harassment” as part of their Harassment and Discrimination Policy. Training needs to include the basics “what is the internet” and “what does blog stand for”, as well as the more subtle things like sourcing on Linkedin and posting jobs to Twitter and Facebook. Recognizing the need to add text messaging as a part of their talent communication standards. All of these things are important in the grander scheme of things, but most of all, the HR group/company/vendor that can figure out a curriculum for this type of training of internal HR professionals stands to make a lot of money, and will be in business for the foreseeable future.

-Kevin

Now, here’s my question: several bloggers have recently questioned the viability or been pondering the “rebranding” of human resources. Is it possible the rebranding metamorphosis being discussed is really the need for a shift to running HR like a marketing department?

I’d love to hear your thoughts…

Right now I feel HR thinks they are somehow superior or in the driver’s seat. But it’s a relationship. Marketers/sales people get that. You need to establish a relationship with talent, before they’ll trust you. Perhaps that’s also why there are so many articles about how HR is dead or failing these days.

With the evolution of social networking, many reports/studies have show the correlation between an employee’s perception of a company or organization, the means they have to make this perception public knowledge, and the weight and impact this perception carries in the marketplace on the organization in question. With these reports showing a generally negative opinion of employers by employees, this is a matter which HR will need to address sooner than later.