ELIMINATE CONFUSIONNo one knows which material is for a beginning HR professional or a senior pro
BRING BACKsenior members who have drifted away
ALIGN HR WITH HIGHER RESULTSHR has struggled to gain a seat at the board table even as employers recognize their talent is among their most important assets. Prove the worth of HR
ALIGN LOGO WITH NAMESome consultant insisted management and staff say “S.H.R.M.” instead of SHRM because it rhymed with worm and squirm. But that was like King Canuck telling the tide not to come in. We aligned the pronunciation with the common usage and modified the logo in the process.
CREATE A DISTINCT BRAND DESIGN STYLEfor hundreds of SHRM brochures, ads, research papers, its magazine and on and on.
CREATE NEW PROGRAMSto lift HR's perception
REDUCE 80 SEPARATE BRANDS TO 10Brands had proliferated each with their own fiefdom, budget and czar. All were different
FOCUS ON BENEFITS NOT FEATURESMuch of the confusion around the proper audience for SHRM’s educational lay in its focus on “what,” not “why”
HUMANIZE THE BRANDPublications were dry and academic and this is a people business!
INVOLVE THE MEMBERS EVERY STEP OF THE WAYSHRM will act but only with the confirmation delivered by research. We polled members constantly and shared the direction of the brand even before the big reveal. We also created a “Meeting in a Box” for chapter leaders.
SHRM GREW FROM 220,000 MEMBERS TO 280,0000
in the heart of the great recession
80 INTERNAL BRANDS
were reconciled into 10
which publications were for them
THE CAMPAIGN TO ALIGN HR WITH HIGHER RESULTS