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Careers in HRHR strategyThe HR profession

HR is in need of a makeover

by Personnel Today 3 May 2005
by Personnel Today 3 May 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 the Rialto Consultancy, revealed that 68% of respondents chose Skoda – a brand going through a major transition period – as the car that relates most closely to HR.

In comparison, 73% matched their finance department with Volvo, known for its safety and conservativeness, while most aligned marketing with Ford, and sales with Ferrari, which has a reputation for being ‘slick and quick’.

Only 12% regarded their HR function as influential in their organisation, a figure illustrated by the perception of the role of HR professionals.

Almost half (47%) of the executives believed that the primary function of HR was administration, 33% said recruitment, while 19% regarded its 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 it was primarily focused on staff retention.

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Richard Chiumento, chief executive of the Rialto Consultancy, said: “Skoda has been working hard on changing its image, which is a long-term process. The research suggests that HR is in a very 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.”



Personnel Today

Personnel Today articles are written by an expert team of award-winning journalists who have been covering HR and L&D for many years. Some of our content is attributed to "Personnel Today" for a number of reasons, including: when numerous authors are associated with writing or editing a piece; or when the author is unknown (particularly for older articles).

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