By Maureen Campbell

“Constantly improve,” were the words of a wise, unknown individual. It seems a very simple premise, but it can often be a challenge. The challenge rarely comes from what to do next, but from the constraints that can be involved – financial, time and priorities to name a few.

When one looks at issues such as recruitment, one almost automatically thinks of employee recruitment, but the idea of ‘recruiting’ new customers is also an important consideration. As HR professionals, we are all aware of the importance of the CHRP designation, but at the end of the day, business leaders need to see the value in this designation as well.

The British Columbia Human Resources Management Association (BC HRMA) has been well aware of this for quite some time. Five years ago, 20 per cent of the BCHRMA membership had their CHRP designation. Since then, that statistic has moved up to over 50 per cent of members attaining their designation; this number increases to over 60 per cent if you include the CHRP candidates. In a recent member value survey conducted in BC, the primary reason that members join BC HRMA is to attain and retain the CHRP designation. This reason was overwhelmingly larger than any of the other reasons, which included professional development and networking. Individuals clearly see the value of holding the CHRP to support their careers.

Recruiting business leaders is important to strengthening the value of the CHRP; in essence, business leaders are the “consumers” of the CHRP designation. HR professionals that carry the CHRP designation bring a wealth of expertise to the table: the ability to see the people side of the business and help the organization navigate the complexities of talent management and employee relations is of value to business leaders. Creating awareness of the CHRP brand and establishing the value that it represents is a critical factor in ensuring the ongoing growth and success of the CHRP designation. Consumers will not consider a brand they are not aware of,  and, more importantly, without awareness you cannot build brand trust.

Brand trust is the intrinsic ‘believability’ that any entity or organization evokes. In the commercial world, the intangible aspect of ‘brand trust’ impacts the behaviour and performance of its business stakeholders in many ways. It creates the foundation of a strong connection with all stakeholders, converting simple awareness to strong commitment. This changes normal stakeholders into devoted ambassadors, leading to significant advantages, including perceptions of premium value.

In the last 18 months, BC HRMA has focused on promoting the CHRP brand by positioning the CHRP designation in various media and PR opportunities, thereby increasing the brand, brand trust and value of the CHRP. Using a variety of print and radio advertisements and sponsorship opportunities has increased the value of the CHRP designation to the point that CHRP holders are now considered expert resources for HR current affairs and news. Even the term, CHRP, is becoming more common place, which adds value to the designation and to the members of BCHRMA, as well as members of various provincial associations across Canada. This works to serve all HR professionals as recognition by business leaders and general population is growing.

This recruitment campaign has been very effective. A 2012 survey showed that 50 per cent of those surveyed were familiar with the CHRP designation as compared to 11 per cent five years ago. As the value of the CHRP becomes more recognizable, it positions those HR professionals with the CHRP designation on a different professional level.

This is just one example of how BC HRMA supports the HR profession and HR professionals in adding value to the CHRP designation. It’s like Ralph Lauren said, “When you think of the blur of all the brands that are out there, the ones you believe in and the ones you remember… are the ones that stand for something.”

Maureen Campbell is communications manager for CCHRA.

(PeopleTalk: Winter 2012)