What should the relationship be between creating a clear corporate culture – through things like branding and corporate social responsibility – and HR practices?
We like to think of a company’s culture as its identity in the mind of key customers, or its firm brand. This shifts the focus on culture a bit away from “what we value” to “what the customer values” and helps show the economic gains of culture. HR practices are the activities that shape and create this culture or mindset. We want employees to be directed to think and act as if they are a customer which builds an internal mindset consistent with the customer expectations.