It's SHRM (pronounced sherm). It's Enterprising HR.

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July 12, 2007 - By Bill Crigger, SPHR

It’s SHRM
What do the International House of Pancakes, Federal Express and Society of Human Resource Management have in common?

For what seems like eons, users of these services, as well as others, have used the well-known nicknames/acronyms of IHOP, Fed Ex and SHRM to identify these organizations. The acronyms have become the brand.

Sue Meisinger, SPHR, president and CEO of SHRM, unveiled the new human resource brand—SHRM (pronounced sherm) —at the June 24 opening of the 59th SHRM Annual Conference and Exposition. No longer do we refer to the organization as S-H-R-M.

One of the most noticeable visual changes is the new logo, which is featured on the SHRM home page at www.shrm.org.

In her presentation, Sue spoke of the “re-branding of the HR profession…the new look is a reflection of our profession’s increasing influence and responsibility.”   

As a practical matter, the logo change will allow the various departments and subsets of SHRM, including SHRM Education, SHRM Governmental Affairs and SHRM Voice to be identified uniformly with the SHRM brand.” This identification will make SHRM’s communication more effective and enhance the organization’s influence on the field. “At a glance, you will know it is SHRM,” Sue said.

The new brand reveals a new era for HR. Placing HR in the center of the name reflects a shift in HR from administrative duties to strategic, bottom-line responsibilities and impact. It also reflects a shift from a domestic economy to a global one.

The conference itself is an example of the changes in HR. Sue noted that the first conference had 67 attendees, and the 2007 conference had 22,000 attendees, counting registrations, vendors, volunteers and staff—the largest group of HR professionals ever attending a SHRM conference. Further, 2007 attendees included professionals from more than 50 nations, with 200 attendees from South Korea, 100 from Canada, and first-time participants from China and India.

She went on to say that SHRM’s brand promise is what guides the organization. “SHRM can help me do my job better, develop professionally, connect with others and set strategy, and at the same time, help the CEO recognize the value of the HR role in improving business performance.”

In order to communicate in a global economy with the 220,000 SHRM members, the SHRM organization will continue to utilize technology so that “SHRM can be within you wherever you go,” Sue mentioned.  SHRM will connect to members through SHRM Online, e-mail and mobile devices.

It’s Enterprising HR

You, the HR professional, need to know more and be able to do more than ever before. And one trait that you must exemplify in the new HR role is Enterprise. These are the paraphrased opening comments made by Janet Parker, SPHR, 2007-09 SHRM chairwoman.

Janet announced SHRM's theme for the next two years, "Enterprising HR means integrating positive change throughout the whole organization." Be willing to take a risk, be innovative, be passionate is what enterprising HR is all about, she continued.

No longer is HR defined only by transactions. “HR professionals now have responsibilities that are vital; vital to the success of every organization.” Janet gave three examples of enterprising HR professionals. In each instance, the HR professional utilized their skills, talents, and personal experiences to significantly improve the position of their respective organizations.

Janet closed her remarks by saying, "I know we see [challenges] as an opportunity to practice Enterprising HR. Think HR with an Attitude. That's how HR is going to continue to advance. And something we can all celebrate."

Bill Crigger is president and managing partner OI Partners - Compass Career Management Solutions (North Carolina). He has more than 30 years of experience in human resource management and career counseling. Bill is president for the Charlotte AREA SHRM chapter, certified as an SPHR and serves on the ACF-DOL taskforce. He can be reached at bcrigger@oipartners.net or 704-849-2500.