HR Certification Institute
The organization formerly known as HRCI is now referred to as the HR Certification Institute. This will help clarify what the Institute does—certify HR professionals. As the Institute expands, this will also help clarify the Institute’s purpose to the global audience.

A New Look
The HR Certification Institute’s visual presentation is designed to complement the SHRM brand and reinforce the affiliation between the Institute and the Society.

As part of the new look, the PHR, SPHR and GPHR shields have been discontinued. There will no longer be any logos to represent the credentials. We want the letters to speak for themselves.

The Brand Promise
The HR Certification Institute promises “to elevate and deliver the value of achieving and maintaining HR credentials.” This means the Institute will work to increase the qualitative and quantitative benefits of supporting and achieving HR certification and will ensure that its exams and all services deliver that value.

“Commit to a Higher Standard”
This new tagline emphasizes that achieving HR certification is more than just passing an exam; it demonstrates a commitment to staying current in the HR field throughout your career. Because the designation must be recertified every three years, those holding a credential show they are committed to staying abreast of changes taking place in the HR field.

Your Unique Role
Certified professionals personify the new branding campaign as they demonstrate best practices and commit to career-long professional excellence. You can help by—

• pursuing recertification through each three-year cycle;
• promoting your credential and those of your colleagues by making sure your letters are used in all written correspondence and introductions;
• providing your testimonial for the “Where Have Your Letters Carried You?” advertising campaign. (Simply follow the link near the bottom of the HRCI.org home page.);
• referring to the Institute verbally and in writing as the HR Certification Institute. We realize that “HRCI” is shorter but for people unfamiliar with us, “HR Certification Institute” provides more clarity regarding the designations.

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