Brands and HR: Niraj Dawar March 9, 2007

Brands and HR
Niraj Dawar
March 9, 2007
Page 2
The Many Functions of HR…

• Administration Strategic Planning, organizational evaluation, policy
recommendations, Staff Benefit, retirement benefits, vacation, sick leave, paid
holidays, section 125 plan, donor program, educational incentive, uniform allowance, and
others.CompensationSalary and benefit surveys, Job evaluation, job
descriptions.Employee relations Disciplinary processes, incident investigations,
complaint/grievance procedures, labor-management relations.Employee services
Enrollment in benefits, employee discounts for recreational spots, resolution of problems,
employee newsletter, educational assistance, employee service awards.Fiscal Staffing
budgets, departmental budget, accounts payable, insurance receivables, insurance fund
management, total package costing.Health and safety Employee assistance,
Compensation, compliance, safety compliance and training.Labor relations
Contract administration, collective bargaining, grievances.Leaves of absence, Family and
Medical Leave rights, duty assignments. Payroll administration Performance appraisal
evaluation systems, Training and talent development,.Record-keeping,
litigation,.Recruitment, Job posting, advertising, testing administration, employment
interviews, background investigations, post-offer employment testing. Separations and
terminations, severance benefits, unemployment compensation, exit interviews,
Organization Design, Team and Project Management,
Copyright© 2007
Richard Ivey School of Business
Page 3
The Role of HR…
Copyright© 2007
Page 4
Underlying Issue…
FIT?
Copyright© 2007
Page 5
The Time, Effort, Resource Sinks
• Exception management
• The right candidate for the job
• Current employees that do not fit
• Unmotivated individuals
• Dysfunctional teams
• …
Copyright© 2007
Page 6
Markets are fraught with ‘fit’ risk
In markets characterized by:
• Many Buyers
• Many Sellers
• Imperfect information
– Fit will always be a challenge
Copyright© 2007
Page 7
Marketing’s Take on the issue
In one-to-many markets, the role of BRANDS is

to facilitate FIT
Copyright© 2007
Page 8
Brands
• What is a brand?
• What does it do?
Copyright© 2007
Page 9
Brands
Are an efficient way to:

• Reduce risk
• Reduce search effort
• Result in buyers and sellers finding each
other
• Result in a match at low cost
• Minimize problems of lack of ‘fit’
Copyright© 2007
Page 10
The role of Brands in HR…
Copyright© 2007
Page 11
Further Reading…
• Dawar, Niraj, and

Charles Boulakia
(1999), “Brands as
Mental Real Estate,”
Ivey Business Journal,
Vol. 64 (1), September-
October, 71-75.
• Dawar, Niraj (2004),
“What Are Brands Good
For?,” M.I.T. Sloan
Management Review,
Fall.Vol 36(1), 31-37
Copyright© 2007

Brands and HR: Niraj Dawar March 9, 2007

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Brands and HR: Niraj Dawar March 9, 2007

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Formatos disponíveis

Brands and HR

The Many Functions of HR…

The Role of HR…

The Time, Effort, Resource Sinks

Markets are fraught with ‘fit’ risk

In markets characterized by:

– Fit will always be a challenge

Marketing’s Take on the issue

In one-to-many markets, the role of BRANDS is

Are an efficient way to:

The role of Brands in HR…

• Dawar, Niraj, and

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