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Latest NewsHR practiceHR strategy

HR has some image-building to do

by dan thomas 27 Apr 2005
by dan thomas 27 Apr 2005

The HR profession has been likened to car maker Skoda in new research into the perception of different business functions.

A survey of 200 UK executives, by HR consultancy Rialto, reveals that 68% of respondents likened HR to a Skoda, an automobile brand going through a major transition.

In comparison, 73% of those surveyed matched their finance department with Volvo, known for its safety and conservativeness, while a majority aligned marketing with Ford, and sales with Ferrari, which has a reputation for being “slick and quick”.

Drilling down further into the internal perception of the HR function, the research found that 27% of those surveyed regarded their HR function to be ‘bureaucratic’, while 15% said it was ‘cautious’.

Only 12% of respondents regarded their HR function as influential in their organisation. 

Focusing on delivering value, 47% of business executives surveyed believed that the primary function of HR was administration, 33% said recruitment, and 19% regarded HR’s main role as the negotiation of wages and benefits. 

Only 11% thought their HR function’s main role was to create a good working environment and only 14% said HR was primarily focused on staff retention. 

The research also found that 30% of people believed that their HR function does not meet current business requirements, while 65% were critical of the performance of management.

Richard Chiumento, chief executive of The Rialto Consultancy, said: “Skoda has been working hard on changing its image, which is a long-term process.

“This research shows that the HR industry is in a  similar position and in need of a brand makeover. 

“The good news is that it is not an impossible task, and with new attitudes, outlook and persistence, the industry can change its overall perception.”

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