Who's responsibility is brand? An interesting question and one which encourages different schools of thought. From an employer brand perspective many believe it is HR's responsibility as they are closer to understanding their people and organisational culture.
However as culture evolves overtime employer brands need to be aspirational as well as authentic in delivering the right messages to engage and attract talent. Post attraction the organisation needs to continue to engage and motivate colleagues to deliver against its values and demonstrate the right behaviours which in turn supports in defining the culture. Therefore brand might sit with HR but is the responsibility of evolving and defining it organisation wide?
It is not always HR that owns a company’s brand. Yet, some in HR believe they should take a more central position in this process as the function can often work well to drive better talent attraction outcomes using its knowledge of people and culture