4 Reasons to Brand Your HR Department

11
Sep 2022
343
Three women are sitting at a table having a meeting.
Photo Credit: 
Christina @ wocintechchat.com

Author:  Ada Tai, MBA, CPHR, SHRM-SCP

“How is your HR department?”

What answers come to mind when you ask people about their company’s HR department? People’s instinctive response may be that the department is excellent with a thumbs up or rolling their eyes with a “you know, they are HR people” type of stereotype. As you probe, more information surfaces, such as whether the department is knowledgeable or unequipped, strategic or bureaucratic, agile or old school, etc. These answers reflect people’s perception of a company’s important function - the Human Resources department. Today, as businesses navigate the changing economic and labour landscape, and seek ways to maximize the value that employees provide, the role of the HR department becomes more crucial than ever. This calls for an important question: What does your HR organization stand for?

The HR department, like any other support department, although it is a functional section of a given organization, should run just like an organization: with a plan, budget, resources and an operating model.

Branding a department is no different than branding a product or service. First, branding the HR department starts with defining its purpose . In a given organization, the HR department’s brand is to support the overall business brand. We are not unfamiliar with those HR departments that re-branded their name from “Personnel Department” to “Human Capital Area” or “People’s Team.” We’ve also seen HR position titles shifted from “Personnel Officer” to “HR Business Partner” or “Chief People Officer.” These changes reflect the HR department’s desire to evolve and align with the current business needs as a strategic partner. For businesses that compete for innovation and speed, the HR department’s strategic plan must center around supplying the companies with staff and people management programs to promote efficiency and creativity. For organizations that focus on communities’ well-being, the HR department’s purpose is to foster a humanity culture and hire outcome-driven individuals who truly understand communities' challenges and can deliver services with empathy.

Second, designing a compelling brand comes from understanding its customers . Having clear answers to the question of “What do our customers expect from us?” should give the department a precise understanding of the brand identity it wants to establish. HR’s customers include internal customers such as leaders, line managers and staff, and external customers such as job candidates, contractors, industry partners, and other stakeholders. For internal customers, the HR department supplies them with the needed talent-related support. Consulting with internal clients and regularly collaborating helps the HR department grasp their needs. For external customers, HR representatives can be their first point of contact with the organization. Their experience with the HR folks determines their perception of the company.

Third, designing a compelling brand comes from understanding the external market . No businesses exist in a closed environment. Trends, technologies, competitions, labour market and legal changes all shape how we run an HR organization. The continuous environmental scanning will help identify the market needs and changes. Making timely adjustments to the people management programs will put the HR organization above the industry peers, providing the entire business with a competitive advantage.

Finally, the HR department needs to operate with a suitable model and people to support its established brand. The proper operation blueprint derives from designing metrics that direct performance and encourage the right behaviour that the HR brand wants to construct. A strong HR department brand attracts like-minded HR professionals to join the team, thus, creating a productive departmental culture. These individuals carry similar values and are empowered to serve the overall business mission through people management programs.

Clearly outlining the HR department’s brand will strengthen the corporate culture and enable the organization’s advancement in the market. It will also improve the business's overall brand. Having all the departmental branding infrastructure in place is only a start. Educating and communicating the brand's value to current and potential customers will take diligence and ongoing effort.

 

 

I see. I hear. I experience . is a column created by and written by Ada Tai, a chartered member of CPHR Alberta. The column is written in a blog format where Ada and invited co-authors will present their own experiences and interpretations of the world of human resources and its impact on business management. This and the subsequent posts are copyrighted materials by the author(s) and only reflect their personal views, not CPHR Alberta’s.

Author bio: With an MBA Degree, a CPHR, and an SHRM-SCP designation, Ada Tai has been working as an HR professional in a variety of industries for 15 years. Through her consulting firm, Ada and the team provide various strategic and pragmatic management consulting services.  Ada’s public speaking skills have enabled her to be regularly invited to speak about HR, people management, career search, and networking topics throughout the province. She is also a well-respected Instructor at the University of Alberta and MacEwan University.

 

 

Contact information:

BadaB Consulting Inc. provides a wide range of human resources solutions, including Strategic HR and Succession Planning, Organizational Design & Development, Merger & Acquisition Support, Recruitment, Skills Development Training, Compensation Design, Performance Management, Workplace Investigation, Policy Development, etc. Another specialty of BadaB’s services is personal job search and career coaching. The team has effectively helped over 500 people to find work.

 

 

The views and opinions expressed in this blog post belong solely to the original author(s) and do not necessarily represent the views and opinions of CPHR Alberta.

 

The views and opinions expressed in this blog post belong solely to the original author(s) and do not necessarily represent the views and opinions of CPHR Alberta.



2026 PD Opportunities with CPHR Alberta

By Jessica Jaithoo • January 28, 2026
Plan your 2026 professional development in advance and discover what CPHR Alberta has planned for you! Below is a brief overview of the programming coming your way in the months ahead. For full details, visit our new PD Calendar , and check your Member Portal regularly for updates. Signature Events Member Recognition Gala – April 30, 2026 | The Westin Airport Hotel, Calgary We invite you to an evening of celebration, connection, and inspiration. The Member Recognition Gala is a formal event honouring the individuals, teams, and projects shaping the future of HR across Alberta, the Northwest Territories, and Nunavut. Inspired by the Aurora Borealis, this redesigned experience replaces traditional awards with Spotlights—a meaningful way to recognize excellence in action. Tickets will go on sale soon. CPHR Alberta 2026 Conference: Future-Ready HR – June 2–3, 2026 | BMO Centre, Calgary Our 2026 Conference prepares human resources (HR) professionals to master the fundamentals, embrace innovation, and build executive-level influence—creating agile organizations ready for economic and workforce change. A future-ready HR community. Registration will be opening soon. Chapter Community Events | Throughout 2026 We’ll be visiting all chapters across the year with popular community events in your region. Stay tuned for event announcements and details. Stampede Breakfast | July | Calgary, AB A member favourite breakfast event is returning! Join us to mingle, connect, and enjoy the energy of Stampede. More information will be shared soon. Certificates Workplace Investigations Training | February 17–19 and March 17–19 Presented in partnership with Veritas Solutions. The Workplace Investigations Certificate is a three‑day program focusing on three core training topics. Participants may register for the full program or select stand‑alone courses. A certificate is awarded upon completion, and no prerequisites are required. Webinars Networking at Noon Join us for one hour each month to explore current and emerging HR topics. With a new focus every session, you'll leave with thought‑provoking questions and earn 1 CPD hour. On February 12, join us for HR Trends & Priorities for 2026. International Women’s Day National Event Join us on March 4 from 10:00–11:30 a.m. for a special fireside chat with Layne the Auctionista and Sheena Russell, founder of Made with Local . This national celebration of International Women’s Day explores the theme “Give to Gain,” highlighting how generosity and purpose‑driven leadership can shape meaningful careers. You’ll hear real stories, bold insights, and practical inspiration you can take back to your HR practice. Details ®gistration: https://cphrns.ca/events/EventDetails.aspx?id=2018615&group= Virtual Sessions for Students Students can expect two sessions each month: one dedicated to building skills one offering practical advice from HR professionals in the field These sessions are complimentary for Student Members. Are you interested in becoming a member? Students receive complimentary membership. Learn more: www.cphrab.ca/student-programs Other Events DisruptHR YYC 13.0 will take place in October. More details will be shared in late summer. Plan Your Year With Us Explore the full list of programs and events on our 2026 PD Calendar.

Welcome to OY Works: Practical Tools to Recruit, Onboard & Retain Opportunity Youth

By Jessica Jaithoo • January 22, 2026
In 2025, CPHR Alberta became a partner to the Collaborative Funders Table and the Calgary Youth Employment Initiative to address under-employment for opportunity youth. Over seven months, more than 60 partners came together to research, design, and test what would become OY Works . That story of co-creation is what makes this toolkit different. Employers shared what they need to know and what tools would make a difference. CPHR Alberta members contributed HR expertise through representation on the steering committee, and participation in surveys, interviews, and protype testing throughout 2025. Attracting, engaging, and retaining young talent isn’t just a workforce strategy — it’s an investment in our collective future. When we empower youth with meaningful opportunities, modern skills, and a sense of belonging, we build workplaces that are more innovative today and more resilient tomorrow. The organizations that thrive will be the ones that recognize youth not as the workforce of the future, but as essential contributors shaping the world right now. A dedicated toolkit to hire opportunity youth gives HR professionals and employers the practical resources, insights, and frameworks they need to connect with young people authentically — turning intention into action and helping break down barriers and supporting organizations to build strong, sustainable talent pipelines. Co‑designed with HR professionals and industry leaders, the toolkit reflects real challenges and real solutions, ensuring it is both practical and deeply aligned with the needs of today’s evolving workforce. - Lisa Watson, CPHR Alberta Board Director, OY Works Steering Committee Member Today marks an exciting milestone: the launch of OY Works , an online toolkit designed to make inclusive youth hiring easier for Alberta employers and HR professionals. This free resource was co-created by a diverse group of stakeholders—employers, HR experts, and non-profit agencies—who share a common goal: opening doors for young people who are ready to work but face barriers. Why OY Works? Too many youth are eager to contribute, learn, and grow, yet struggle to access meaningful employment. OY Works is here to change that. Built with practicality and purpose in mind, the toolkit offers actionable strategies to help businesses recruit, onboard, and retain Opportunity Youth—young people aged 18–29 who are not currently in school, training, or work. What’s Inside the Toolkit? It makes business sense: Read the Business Case for hiring Opportunity Youth and be empowered to influence leaders. Explore the ideas and tools in the Quick Start Hiring Guide . Learn how to onboard effectively and build retention from day one in the Optimal Onboarding & Mentoring Guide and the Retain & Grow Guide . Discover how non-profit agencies are preparing OY for the workplace. They often support employers and employees through all stages of employment. This isn’t just about doing good—it’s about making smart business decisions. Inclusive hiring strengthens workplace culture, reduces turnover, and taps into a motivated talent pool ready to make a difference. We invite you to explore OY Works and join the movement to create opportunities for youth who deserve a chance to shine. Explore the OY Works toolkit: https://bit.ly/3L6SQuF When young people get a chance to contribute, it’s a win for youth, employers and the community. Join us in spreading the word by sharing the toolkit with your networks.

Refuel. Recharge. Repeat: Lead Yourself with Intention and Energy

By Jessica Jaithoo • January 13, 2026
Author: Robin O’Grady Wellbeing can feel impossible when life is already overflowing. The thought of adding “one more thing” to your plate? That’s enough to send anyone over the edge. However, in the end, taking care of your own health is not a “nice to have”, it is essential, in more ways than one. As an HR Professional you are often the go-to for tough conversations and as a support system. Protecting your own energy isn’t only about your personal wellbeing, it is what allows you to show up fully for your people, when it matters most. To get it out of the way, here are the things this is NOT about: Going to the gym Hopping on a trend (wellness/fitness/nutrition) Adding more things to your calendar What it will be about is… Refuel, Recharge, Repeat . Leading yourself with intention and energy. Perspective Shift Keep it simple. Thriving over surviving. When in the tornado of your day-to-day adding things to you r calendar can feel overwhelming and unattainable. The first step is to take stock of your capacity, really step back and assess what you might have available timewise. Then, assess how full your fuel tank is, how are your energy levels at different times of the day? Only then can the strategy be built on how to implement what is right for you. To begin, choose only one thing, many struggle because they try to do too much at once. Tips If choosing nutrition as a needed change, consider adding or removing only one thing as a beginning VS changing your entire diet or diving into a trend-based program that you know isn’t sustainable. Movement comes in a large variety of ways. Think about things you actually enjoy doing and find ways to add them instead of forcing yourself to do things you don’t enjoy just for the sake of adding more movement. Fulfillment is an important part of taking care of your holistic health, prioritize time for things you love – hobbies/family/travel etc. Energy Management The oxygen mask principle is a familiar one. When flying on an airplane, the flight attendant tells us that in the case of emergency, you must put on your own oxygen mask before helping others. This is where the protection and management of your energy begins. Awareness of what energizes you VS what drains you and an intentional placement of those things through your day as one step. Another, in protecting your calendar and being diligent about the spaces you had set aside for your energy management (eg. specific closed door office hours or break times). Tips Take your breaks away from your desk, even away from the building when possible. Implement grounding practices through your day, for example, before entering the workspace and at the end of your day before going home. Protect your transition time - 15 minutes between meetings to process and reset. Intentional Adaptation Making a decision that something might need to change is really the first step, without that awareness, there is little that can or will be done. As a leader, your responsibility is to yourself, but it is also in role modelling for the team. HR Professionals set the tone for the workplace culture around them. The way you prioritize your own boundaries and wellbeing quietly gives others permission to do the same. When you show up with intention, it ripples through the entire organization. The research and stats are clearer now than ever before, workplace wellbeing as a strategy, is one that increases the bottom line and enhances the overall culture of your workplace. In order to see the high end of those stats, intentional adaptation is key. This is a strategy and a process, one that will make you and your business better, you could be the catalyst for that. Tips Create a community within the workplace to prioritize these habits and strategies with. Make it a fun practice you can all do together and hold each other accountable to, especially when the day takes over and the “tornado” is most fierce. Build out the process and SOP in the same way you would for other business strategy and involve your team in the process, so you know what you are planning is good for the whole. Make sure you are first. Leaders first. Remember the oxygen mask principle, you deserve whole health, and you will thank yourself later for checking in and adjusting when needed. Start with some space to breathe. That space? It comes from letting go of what you think you "should" be doing and tuning into what actually serves you and your team. Wellbeing isn't a one-size-fits-all prescription. It's a personal practice of alignment, which can (and should) be translated into how you all work as a whole. Today is as good as any, tomorrow will come regardless. 
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