A critical shortcoming that many organisations face in developing powerful brands is the disconnect between the HR and marketing functions. While marketers are out championing the brand, very often HR is responsible for commoditising the firm's products and services by having a generic people process.
In a recent study by consultancy The Brand Inside, 60 per cent of respondents were unclear who in their organisation was responsible for communicating the brand promise to internal audiences. It also revealed that marketing and HR rarely come together to synchronise their efforts. Take a look at recruitment advertisements in the display sections of the press and online. Very few of these look and read differently. Most feature generic copy with near identical pictures of happy young people, signed off with the company logo.
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