Just a couple of months ago, Forbes named the Chief Human Resources Officer (CHRO) a “game-changer” in company leadership – and it’s about time. For a long time, HR leaders have found themselves on the outside looking in at the C-Suite (where decisions are made on a daily basis that affect talent management).

HR has often been seen as a largely administrative role, but recent trends in the workplace have made talent management more complex. Organizations have become more global and now span multiple regulatory and labor environments. And hiring across various markets and cultural landscapes has made recruitment a strategic puzzle. HR leaders today are required to be internationally and culturally literate, able to design personnel development programs that apply to various settings. In a recent webinar, HR from the outside: What’s next for HR, Dave Ulrich addresses recent trends and the future of HR.

Historically, many HR teams have been stuck in a reactive mode only working to shape their organizational environment based on administrative need and not strategy. But a company is only as good as its employees, and today, the top organizations are the ones that understand the value of a proactive, talent-focused HR strategy. At the end of the day, Human Resources plays a key role in an organization’s identity, which is a trend we at RiseSmart see more and more while partnering with organizations on their outplacement strategy.

A fundamental part of what we do is help companies protect their employer brand. Every executive in today’s highly competitive and social market should be concerned with employer branding, seeking out ways to ensure that their reputation in the marketplace doesn’t hinder talent recruitment. Glassdoor and other job review sites have opened up a line of communication between current, past, and potential employees. This means that how a company treats its employees is not just an internal matter – it will be made public for job seekers as well. This is where strategic HR leadership plays a vital role.

A long way from the administrative role it once was, HR at the executive level is predictive and strategic, anticipating and planning for negative impact on recruiting efforts. For example, most companies say they want to protect their brand, yet only 39 percent of employers monitor employee review sites or social media.

No one in the upper levels of the corporate world is blind to the fact that the best business strategy will not amount to much without the ability to recruit and retain talented employees who can execute. With globalization and competition continuing to shift workplace priorities, you can expect more and more HR executives to enter the C-Suite with plans to address employer branding.

Does your organization see talent acquisition and employer branding as an executive priority? Don’t let your employer brand fall victim to human capital mismanagement. Watch our recent webinar “HR From the Outside In: What’s Next for HR with Dave Ulrich” to discover the best ways to assess your HR efforts and improve your strategy in today’s highly competitive market.

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