Session #702: Building Internal HR Brands to Drive Behavior Change

In an era saturated with messages and short on attention, a strong internal HR brand has the power to attract and move employees. In this workshop, Rudow will teach you how to develop a HR brand that narrates an employee experience, initiative or change effort in a compelling way. He will provide case studies of engagement techniques in practice. Participants will also be able to work through challenges they face in their organizations. You will learn how to determine priorities, audience concerns, competitive factors, objectives and key messages to tell a strategically sound story to your HR audience. Rudow will show you how to translate foundational language-including your organization's mission, vision, and values-into attributes that will guide an employee-facing HR brand as well as how to create consistency between your rganization's benefits brand and its internal communications program. Finally, you will learn about organizations who evolved from lacking internal HR brands to having best-in-class programs.