FAQs About Our Name Change
FAQs About Our Name Change: WEEK 1
BACKGROUND
Who decided on a name change and why?
Our 2024 Voice of Customer study, which consisted of member input, found that the HRPA brand could better reflect the value our members currently experience. Further, a brand refresh was vital to better meet members' needs. Our brand refresh has been guided by our Board Chair and Board of Directors, working closely with our leadership team.
For those new to the Association, it may appear as if policy is our dominant—or only—force. For others, the importance of peer-level engagement on our members’ most challenging issues is openly discussed as a “best-kept secret.”
We are in a time of profound change in the HR profession and supporting organizations like ours are seeking to meet new demands. This is clearly the right time to make this change.
How did we decide on the name?
We conducted research with a group of 30 CHROs via an online panel, exploring the positioning, value proposition, and naming over the course of eight weeks. With external marketing support, we examined many options, and the CHRO Association emerged as a clear, strong choice.
The graphic below shows the Brand Framework, which includes our purpose, positioning, and value proposition.
WHAT'S CHANGING AND WHEN
What’s Changing Before October 2025?
Starting in late July, we will share the name, logo, and change plans with members only, ensuring they are the first to know while we make necessary administrative adjustments. Members will begin to see our new name and logo in member communications from July through October.
The CHRO Fall Forum—a members-only meeting—will feature the new name and branding to introduce it more fully to members.
Externally, we will roll out a comprehensive change management process, engaging key stakeholders—including legislators, policymakers, other business organizations, and the media—from July to October. This approach ensures these groups are brought along on our journey and allows them to have their questions addressed.
What Changes Start in October 2025?
Our new website will launch this October, marking our public debut as the CHRO Association. Reinforcing our new name will be our new URL: www.CHRO.org. Be on the lookout for previews of our new website as we get closer to October.
Are We Changing Focus or Dialing Back on Policy?
Not at all. Policy remains a core pillar of the value members expect from our organization—both as the voice of the CHRO on the Hill and as a source for real-time policy developments and implications. In fact, our new logo has a tagline that underscores the continued importance of policy: CHRO Association: Where HR Policy Meets Practice.
We will maintain a strong policy focus as we evolve our practice to include the Center on Executive Compensation (COEC), HR Policy Global (HRPG), and other potential centers of excellence in the future.
Will Membership Structure or Models Change in 2026?
No. The 2026 membership offerings will remain exactly as they are today.
The HRPA core offering will become the foundational level of CHRO Association membership, and it will continue to be open to all employees of member companies. We will also continue to offer membership in the Center on Executive Compensation (COEC) and HR Policy Global, just as we do today. While the branding for each of these offerings will be updated to align with the CHRO Association’s new visual identity, the benefits will remain unchanged in 2026.
As you renew your membership for 2026, we invite you to explore all three offerings.
LOGIISTICS AND ADMINISTRATION
What Do I Need to Do Now?
Nothing! We hope you take a moment to feel proud of this next-generation expression of our organization. While there is nothing you are required to do at this time, we would like you to begin considering the following:
- Who in your organization needs to know about this change? (e.g., your HR leadership team, CEO and executive colleagues, or administrative staff who frequently work with us on your behalf)
- What would be helpful to you in sharing this news with them?
We will continue providing updates between now and the public launch in October so you can stay informed. These updates will include collateral materials as well as administrative details—such as billing and vendor information—to help ensure a smooth transition within your systems.
As always, please reach out with any questions, concerns, or suggestions. Our goal is to make this transition as simple—and exciting—as possible for each of you!
Will 2026 Invoicing Reflect the New Brand?
Yes. Our 2026 invoices will reflect the CHRO Association name rather than HR Policy Association. Our Accounting Team will coordinate with your accounts payable contacts to answer any questions related to the change.
Questions?
We welcome your questions and suggestions! Please don't hesitate to reach out via the following email: [email protected].
Stay tuned for weekly updates to these FAQs between now and October.
View a copy of our July 30 email announcement here.