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

2014 Annual Conference
Workplace Application: You will learn how to create internal HR brands that address the concerns of key audiences and drive employee engagement and 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.

Date(s) & Time(s): 
Saturday, June 21, 2014 - 1:00pm to 5:00pm

Gordon Rudow


As a thought leader in organizational communications, employee engagement and change communications, Gordon helps companies become more passionate, connected, and effective. He is a sought-after speaker and strategic facilitator who brings fresh insight to the power of conversation, inspiring leaders to connect with their people and create environments where employees thrive.

Over the past 20 years, Gordon has partnered with leading global companies — including GE, Genentech, Oracle, Merck, Nestlè USA, Gap Inc. and Harrah's Entertainment — to implement critical business initiatives and drive transformation.

Follow Gordon on Twitter @BonfireComm.

Amount of Credit: 
Credit Type: 
HR Credit
Session Type: 
Preconference Workshop
HR Expertise
Intended Audience: 
Hide from On Demand: