How excited I am to welcome you to the new look and enhanced image of the HR Certification Institute! The Institute has launched a major rebranding initiative designed to bring more clarity to what certification and its value mean to HR professionals and the organizations that employ them.

Our recently released Value of Certification Survey underscores that value. Be sure to read the article in this issue of Certified Mail for insights into perceptions regarding certified professionals’ motivation, knowledge and performance. You’ll rediscover something you no doubt already know—that the professional commitment you demonstrate through certification inspires trust and confidence, boosts financial performance and influences hiring and compensation decisions. Your commitment to high standards bolsters the entire HR profession.

In fact, “Commit to a Higher Standard” has become the Institute’s tag line. It emphasizes that achieving HR certification is more than just passing an exam. You must also have the necessary HR experience and education. As a certified professional, you are committed to remaining current in the HR field throughout your career. As you recertify every three years, you actively dedicate yourself to staying abreast of changes. This dedication is vital not only to our profession, but to the bottom line of each organization for which we work.

The rebranding article in this issue describes specific ways you can help with this new global campaign. From using “HR Certification Institute” instead of “HRCI” to telling us “Where Have Your Letters Carried You?,” your efforts and continuing promotion of certification make the difference as we elevate and deliver the value of certification to employers, colleagues and the profession.

We’d also like to hear from you about what works and doesn’t work with the branding campaign, so we can make adjustments. I look forward to your participation in this process.

Connie Rank-Smith, SPHR, CEBS, CMS
2008 HR Certification Institute Chair
Vice President of Human Resources
Jewelers Mutual Insurance Company, Neenah, Wisconsin