Musing on HR Communication.
I am one of the strong proponents of a strong HR Communication function as an integral part of the overall HR organisation. I also think that with the advent and integration of social media and the likes, and the age of the over-informed employee, it is only a prerequisite for an agile and successful HR function.
Some of my reasons for thinking so…
- There is no denial that the HR leader and those in HR would be equipped by them self to inform the stakeholders about what is relevant and what HR deems as significant. This is now mostly restricted to HR operations, HR administration and EE related info. But given the constraint of time and ‘resources’, most of the times there is no emphasis on the import of a proper communication design. Having one by making the HR Communications pro take charge, will only greatly enhance the image of the HR function – this over a period of time. HR, as the proponents of the ‘employer brand’ MUST also ensure that even in the mundane, excellent standards and style of communication is in place. Who else but a professional who is a combination of a HR and a communications pro to usher in this ‘best practice.
- While HR facilitate the entire gamut of activities on the people front – from pre-entry to post-exit, a lot of times, even the best of ‘employer brands’ tend to screw up and self inflict ‘brand image’ injuries on themself, just because they are not equipped to deliver the right ‘communication’ – not the verbal stuff, but by the letters, mails etc. The HR Communications pro will take up the task of creating task specific communication templates (not static, but dynamic and audience specific).
- HR is yet, by and large seen as the facilitator to the line management on a whole lot of people related activities – recruitment, T and D, performance management, and so on. A well rounded HR Communications pro, who is fully conversant with the org and its HR, will be the best person to ensure that the ‘perception’ of the line management towards HR as a facilitator moves up the ladder. While the people in the core HR function can be seen as ‘content’ and the HR Communications pro ought to be the ‘delivery’ channel for HR.
Like can be seen above, the HR Communications professional who is an integral part of the HR team, can add a lot more ‘perceived’ and ‘tangible’ value to the HR Organisation – mentioned above is just a sampling of the value add.
To the question as to why the corporate communications or PR function of the organisation is not enough to add this value – the answer is this:
In most cases they are more glued on to macro image management, internally and externally – that may or may not have a desired impact with the employee and all the stakeholders. Also remains the fact that, the PR/corp comm people are fully engaged only in media related communication, which add only ‘leadership image’ value.
The HR Communication professional is the one who could play a great role in the ‘employer branding’ internally. And that can only add to all the buzz of ‘external branding’.
Its akin to creating the internal walk for the external talk.
Organisations successfully ‘walk the talk’ if a HR Communications pro is in place.