Looks like they’ve done it again. Often the first to innovate, the technology sector has taken up the task of rebranding HR by giving it trendier titles. Here are our top five picks for names that we’ve seen some of the leading tech firms use to improve employee engagement and what they are really saying.
1. Person: Andrea Weber at IBM
Title: Chief Happiness Officer
Translation: “I’m your advocate.”
While at some workplaces they are esteemed, HR people are commonly seen as the third-grade teacher who took away recess. We like this title because it puts a softer edge on a hard job.
2. Person: Kellie Crantz
Title: Vice President, Talent Strategy and Development at Dell.
Translation: “I’m here to promote your career.”
HR professionals are the lifeblood of the organization, in charge of the company’s most valuable asset: its talent. Therefore, it is equally valuable when a title calls attention to this purpose.
3. Person: Prasad Setty
Title: Vice President of People Analytics and Compensation at Google.
Translation: “There’s a science behind what you earn at our company.”
One of the biggest issues that employees have with their employer is being judged unfairly. This title assures people that decisions are based on logic and fact rather than emotion. A little more Spock than Bones, just like many tech CEO’s.
4. Person: Cindy Robbins
Title: Vice President, Global Employee Success at salesforce.com.
Translation: “I’m not just here for management.”
Highlighting the positive outcomes with the work people do realigns them with their collective purpose, often a stronger driver than compensation. This is critical to employee engagement.
5. Person: Lori Lewis
Title: Director and Chief of Staff, Strategy, and Culture Transformation at Hewlett Packard Enterprise.
Translation: “We’re willing to listen for change.”
This title highlights the organization’s awareness that company dynamics and employee engagement are always changing. It says the rules are open to adjusting, because we have to be nimble to thrive.
The Impact on Employee Engagement
Around 20 years ago, “Organizational Development” was the new brand of HR established to capture and focus workforce potential. About 10 years ago “Talent Management” became the prominent marquee to reflect the newly defined asset class of a workforce. Today, themes of “People and Culture” abound. What is in a name? It impacts everything from how the HR professional views his or her own self-worth to how this vital function is perceived by employees, both existing and prospective. All have a tremendous impact on employee engagtement.
At Retensa, for over 16 years, our mission has been to create workplaces where every employee is engaged by what they do and inspired by who they work for. We’d like to hear from you. As an HR person, what should your title reflect? If you’ve ever rebranded your title, let us know if it had an impact. Please comment below or email firstname.lastname@example.org with your response.
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