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Think HR. Think Again: CIPD launches new campaign to change perceptions of HR and attract new talent to the profession.

The Chartered Institute of Personnel and Development (CIPD) has launched a new campaign ‘Think HR. Think Again’, to help attract new talent to the HR profession. The campaign aims to attract the brightest and best into HR through ensuring the profession appeals to the leaders of the future, while challenging misconceptions and promoting HR as diverse and dynamic.

The campaign is supported by a new careers website featuring profiles of real people in HR, day in the life case studies, videos and careers advice. Those accessing the website can also download a free guide ‘The Truth About HR’ which offers advice on pursuing a career in the profession. There will also be brochures and posters to support this.

The website, the downloadable guide and brochure represent a first step in challenging misconceptions of a profession that is in fact an increasingly dynamic and pivotal business discipline. In particular, the CIPD hopes the campaign will have a big impact on raising the profile of the profession, helping to attract graduates from all disciplines, including those who would not normally consider a career in HR. 

‘There’s a real lack of understanding of what HR is, what the value of a career in HR is and where it can take you. There’s also a lack of clarity around the skills needed to be successful in HR and a need to attract a more diverse range of people into the profession. The website, guide and brochure will help inform and tackle negative perceptions head on, representing an important first step in a long campaign to shift perceptions,’ says Georgina Kvassay, HR strategy adviser at the CIPD.