Human Resources (HR) has historically been perceived in a myriad of unflattering ways: as a bureaucratic entity, an enforcer of unpopular policies, or a secondary function with limited strategic importance. This negative perception has stymied the ability of HR to drive meaningful change within organizations. For HR to successfully embed emerging trends in people strategy – particularly those focused on wellbeing, culture, and performance – it is imperative to revolutionize its internal public relations (PR). By doing so, HR can reposition itself as a vital, trusted, and respected business and people partner.
The Negative Perception of HR
Globally, HR departments often face significant trust deficits. A survey by CareerArc revealed that:
38% of employees view HR with suspicion, considering it to be aligned more with corporate interests than employee welfare.
Additionally, research from Harvard Business Review suggests that:
many employees perceive HR as a policing force, more focused on compliance and punitive measures than on fostering a supportive work environment.
These perceptions are further reinforced by anecdotal experiences where HR is involved only in conflict resolution or layoffs, painting a picture of HR as an adversary rather than an ally.
The Emerging Trends in People Strategy
The modern business landscape is evolving, with a growing emphasis on holistic people strategies that prioritize employee wellbeing, cultivate positive workplace cultures, and drive performance through engagement and development. According to the Global Human Capital Trends report by Deloitte,
organizations that integrate wellbeing into their corporate strategy see an average 2.5 times higher productivity and performance. Moreover, companies with strong, positive cultures are shown to have turnover rates 14% lower than those without.
However, these emerging strategies require a fundamental shift not just in practice, but in perception. HR must be seen as a key driver of business success, capable of influencing and implementing these strategies effectively. This necessitates an internal PR overhaul to reshape how HR is viewed within organizations.
The Necessity of Improved Internal PR for HR
To deliver sustained change, HR must get better at promoting the value it adds, the support it offers, and the purpose it serves. Here are key steps HR leaders can take to enhance internal PR:
- Communicate Success Stories: Regularly share stories and case studies that highlight HR’s contributions to business success. This could include successful talent acquisition, leadership development programs, or initiatives that have improved employee wellbeing. For instance, Google’s HR department, often referred to as “People Operations,” is celebrated for its data-driven approach to employee satisfaction, which has significantly contributed to its reputation as a great place to work .
- Engage with Transparency and Authenticity: Transparency in HR policies and decisions can build trust. This involves clear communication about the rationale behind policies, the processes involved, and how they benefit both the employees and the organization. Authentic engagement, where HR actively listens and responds to employee concerns, can further bridge the trust gap.
- Showcase HR’s Strategic Role: Highlight HR’s role in strategic planning and decision-making processes. By being visibly involved in shaping the company’s direction and success, HR can demonstrate its integral role. A study by McKinsey found that
organizations with HR at the strategic table were 1.5 times more likely to report strong financial performance.
- Foster Partnerships and Collaboration: Encourage HR to work closely with other departments to jointly tackle organizational challenges. This collaborative approach not only helps in achieving better results but also showcases HR as a proactive partner rather than a reactive enforcer.
- Invest in HR Capabilities: Equip HR professionals with the skills and tools needed to drive strategic initiatives. This includes ongoing training in areas such as data analytics, change management, and leadership development. By investing in HR’s capabilities, organizations can ensure that HR is seen as a hub of expertise and innovation.
The Impact of Improved HR PR
When HR successfully rebrands itself internally, the benefits are manifold. Employees are more likely to engage with and trust HR initiatives, leading to higher participation rates in wellbeing programs, better adherence to cultural values, and improved overall performance. Furthermore, a respected HR function can attract top talent, as prospective employees often consider the quality and reputation of HR when evaluating potential employers.