branding from the inside out - saltlabs.co.in · branding from the inside out: hr’s role as a...

Branding from the inside out:HR’s role as a brand builder

Murali Aiyer

Mumbai

SALTLABS

What does this evoke?

SALTLABS

What does this evoke?1976 2006

SALTLABS

What does this evoke?

SALTLABS

SALTLABS

People and Practices build Brands

Independent opinion

Integrity

Great People

Sharp Analytics

History of Excellence

Recognized Globally

Shapes Markets

Enables Informed decisions

Underpromises and OverdeliversPioneers

Understated

SALTLABS

SALTLABS

The HR Value Proposition

Nation & Industry BrandNation & Industry Brand

• Brand India

• India’s finance industry

• Credibility & size of the industry within the nation’s economy

• Brand India

• India’s finance industry

• Credibility & size of the industry within the nation’s economy

Nation & Industry BrandOrganization Brand

Positioning Internal Value Proposition

External value propositionEmployeesBusiness LeadershipProcesses

Global partnersBoard & shareholdersTeam HRPersonal Brand BusinessPeople

Talent CampusLateralCustomersSociety

Regulators

Alumni

SALTLABS


Organization Brand Positioning


• Brand positioning in domestic markets

• Confidentiality and credibility

• Compliance

• Perception of organization with policy makers and regulators

• Brand positioning in domestic markets

• Confidentiality and credibility

• Compliance

• Perception of organization with policy makers and regulators

Organization Brand Positioning Internal Value Proposition




Regulators

Alumni

SALTLABS


EmployeesEmployees

• Challenging work

• Apolitical

• Tremendous learning

• Space & freedom

• High level interaction

• Opportunity & experiment

• Collegiate

• Value based & independent

• Work Life Balance

• Challenging work

• Apolitical

• Tremendous learning

• Space & freedom

• High level interaction

• Opportunity & experiment

• Collegiate

• Value based & independent

• Work Life Balance

Internal Value Proposition




Regulators

Alumni

SALTLABS


Business LeadershipBusiness Leadership

• Value based – beyond commercial considerations

• Open & transparent

• Thought leaders & pioneers

• Value people

• Apolitical

• Value based – beyond commercial considerations

• Open & transparent

• Thought leaders & pioneers

• Value people

• Apolitical

External value propositionBusiness LeadershipProcesses


Talent CampusLateralCustomers

Regulators

AlumniSociety

SALTLABS


• People

• Communication

• Performance Management

• Compliances – local & global

• Under promise & over perform

• User friendliness

• Handholding in terms of integration & managing change

• People

• Communication

• Performance Management

• Compliances – local & global


• User friendliness

• Handholding in terms of integration & managing change

ProcessesProcesses

• Business

• Robust

• Rigorous

• Use of latest technology

• Quality mechanisms

• Business

• Robust

• Rigorous

• Use of latest technology

• Quality mechanisms

External value propositionGlobal partnersBoard & shareholdersTeam HRPersonal Brand Processes BusinessPeople


Regulators

AlumniSociety

SALTLABS


Global partnersGlobal partners

• Confidentiality

• Delivery

• Train our team & their teams

• Results (ex. US GAAP)

• Global auditors

• Confidentiality

• Delivery

• Train our team & their teams

• Results (ex. US GAAP)

• Global auditors

External value propositionGlobal partnersBoard & shareholdersTeam HRPersonal Brand


Regulators

AlumniSociety

SALTLABS


Board & ShareholdersBoard & Shareholders

• Highest governance

• Compensation

• Operations – internal & external audit

• Open yourselves to Analytical questioning

• HR Section in Balance Sheet & results

• Highest governance

• Compensation

• Operations – internal & external audit

• Open yourselves to Analytical questioning

• HR Section in Balance Sheet & results

External value propositionBoard & shareholdersTeam HRPersonal Brand


Regulators

AlumniSociety

SALTLABS


Team HRTeam HR

• Team of specialists & generalists

• SLA – Service Orientation

• Service polls for assessment

• Leadership polls for strategic inputs

• Global opinion – integration support

• Business relevance – products & services rendered


• Build the trust platform

• Team of specialists & generalists

• SLA – Service Orientation

• Service polls for assessment

• Leadership polls for strategic inputs

• Global opinion – integration support

• Business relevance – products & services rendered


• Build the trust platform

Team HRPersonal BrandTalent CampusLateralCustomers

Regulators

Alumni

External value proposition

Society

SALTLABS


Personal BrandPersonal Brand

• Encourage personal brands

• Teach people to build personal brands

• Eagle pusher

• Humility

• Encourage personal brands

• Teach people to build personal brands

• Eagle pusher

• Humility

Personal BrandTalent CampusLateralCustomers

Regulators

Alumni


Society

SALTLABS


TalentTalent

• Campus

• Building a brand

• Strengthen interaction

• Guest seminars & lectures

• Specific electives & modules

• Focused

• Heterogeneous

• Value proposition

• Campus

• Building a brand

• Strengthen interaction

• Guest seminars & lectures

• Specific electives & modules

• Focused

• Heterogeneous

• Value proposition

• Lateral

• Word of mouth

• Your leaders’ opinions

• Your alumni’s opinions

• Industry opinion

• Lateral

• Word of mouth

• Your leaders’ opinions

• Your alumni’s opinions

• Industry opinion


Regulators

Alumni


Society

SALTLABS


CustomerCustomer

• Credibility

• Value of your company’s business card

• Non-transactional relationship

• Meeting, Exceeding & WOW

• Credibility

• Value of your company’s business card

• Non-transactional relationship

• Meeting, Exceeding & WOW

Customers

Regulators

AlumniSociety

SALTLABS


SocietySociety

• Corporate Social Responsibility

• Setting of educational institutions, health institutions etc.

• Corporate Social Responsibility

• Setting of educational institutions, health institutions etc.

Regulators

AlumniSociety

SALTLABS


RegulatorsRegulators

• PF, Income Tax

• Sarbanes Oxley

• SEBI

• Auditing process

• RBI

• PF, Income Tax

• Sarbanes Oxley

• SEBI

• Auditing process

• RBI

Regulators

Alumni

SALTLABS


AlumniAlumni

• People parting process

• Engage alumni

• Fold them into your future

• People parting process

• Engage alumni

• Fold them into your future

Alumni

SALTLABS

Nation & Industry BrandNation & Industry Brand



Internal Value PropositionInternal Value Proposition Industry-wide external value proposition

Industry-wide external value proposition

EmployeesEmployees

Business LeadershipBusiness Leadership

ProcessesProcesses

Global partnersGlobal partners

Board & shareholdersBoard & shareholders

Team HRTeam HR

Personal BrandPersonal Brand

BusinessBusiness

PeoplePeople

TalentTalentCampusCampus

LateralLateral

CustomersCustomers

SocietySociety

RegulatorsRegulators

AlumniAlumni

Nation & Industry Brand


Internal Value Proposition

Industry-wide external value proposition

EmployeesBusiness LeadershipProcesses

Global partnersBoard & shareholders

Team HRPersonal Brand

Business

People

Talent CampusLateral Customers

SocietyRegulators

Alumni

SALTLABS

Thank you!

branding from the inside out - saltlabs.co.in · branding from the inside out: hr’s role as a...

Documents