CIETT Repositioning and Rebranding Our Industry

This paper was pubilshed by the CIETT Branding and Positioning Task Force.

What is to be gained from a new positioning?

To achieve clear, aspirational and globally consistent positioning for our industry

  • Which segment of the HR market do we represent?
  • What is our story to the external world?
  • Which territory are we legitimate to represent?
  • What do we deliver to society in general and the labour market in particular?
  • Which words should we use to describe the services we deliver?

What should the new positioning achieve?

  • To better cover the scope of HR services that Ciett members represent
  • To position the industry in an aspirational way that reflects the new world of work
  • To build wider authority and impact in influencing the regulatory operating environments
  • To take ownership of the « future of work » topic

What are the benefits for Ciett members?

  • To build industry reputation and position as critical part of healthy labour market
  • To be part of globally aligned industry with consistent, positive and impactful messages
  • To strengthen ability to influence national policymakers and stakeholders
  • To create new momentum in terms of PR & Communications
  • To define and use common language to describe the industry

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