The Goal

Society For Human Resource Management - The Goal
  • ELIMINATE CONFUSION
    No one knows which material is for a beginning HR professional or a senior pro
  • BRING BACK
    senior members who have drifted away
  • ALIGN HR WITH HIGHER RESULTS
    HR 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

The Plan

Society For Human Resource Management - The Plan
  • ALIGN LOGO WITH NAME
    Some 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 STYLE
    for hundreds of SHRM brochures, ads, research papers, its magazine and on and on.
  • CREATE NEW PROGRAMS
    to lift HR's perception

The Execution

Society For Human Resource Management - The Execution
  • REDUCE 80 SEPARATE BRANDS TO 10
    Brands had proliferated each with their own fiefdom, budget and czar. All were different
  • FOCUS ON BENEFITS NOT FEATURES
    Much of the confusion around the proper audience for SHRM’s educational lay in its focus on “what,” not “why”
  • HUMANIZE THE BRAND
    Publications were dry and academic and this is a people business!
  • INVOLVE THE MEMBERS EVERY STEP OF THE WAY
    SHRM 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.

The Results

SHRM GREW FROM 220,000 MEMBERS TO 280,0000

in the heart of the great recession

80 INTERNAL BRANDS

were reconciled into 10

MEMBERS UNDERSTOOD

which publications were for them

THE CAMPAIGN TO ALIGN HR WITH HIGHER RESULTS

gains traction

Society For Human Resource Management - The Results

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