Transformation FAQs
FAQs About Our Name Change: WEEK 3
View a copy of our August 13 email announcement here.
CELEBRATING OUR PAST, EMBRACING THE NEXT CHAPTER
CHRO Association CEO Tim Bartl shares a powerful perspective on our organization’s evolution. In this brief video, he explains how our new name reflects not a departure, but a continuation of the mission we’ve pursued since 1968—supporting CHROs, business leaders, and their organizations on the issues that matter most.
Q: When were we founded?
A: We were founded in 1968 as the Labor Policy Association (LPA). From the start, we earned a reputation as a highly respected public policy advocacy leader, addressing the country’s most pressing labor relations issues.
Q: When did we become the HR Policy Association?
A: In the early 2000s, we became the HR Policy Association (HRPA) to reflect our members’ evolving focus on employee involvement and empowerment as key drivers of healthy business and growth. As the strategic role of HR matured, it made sense to also incorporate that focus into our name.
Q: Who makes up the CHRO Association today?
A: Today, our membership includes more than 400 of the most influential global organizations across the public and private sectors. Collectively, our member companies employ over 20 million people and represent more than $8 trillion in market capitalization. While having a dedicated senior HR leader is a membership requirement, our offerings in expertise, community, and advocacy are designed to serve an organization’s entire HR ecosystem. Individual members include CHROs, Chief People Officers, Heads of HR, Heads of Total Rewards, Global HR Business Partners, and many other critical senior HR roles.
Q: Who has served as Board Chair over the years?
William J. Conaty (2001 – 2007)
Former Senior Vice President, Human Resources
General Electric Company
J. Randall McDonald (2007 - 2012)
Former Senior Vice President, Human Resources
IBM Corporation
Mirian M. Graddick-Weir (2012 – 2018)
Former Executive Vice President, Human Resources
Merck & Co., Inc.
Pamela O. Kimmet (2018 – 2025)
Chief Human Resources Officer
Manulife
Timothy J. Richmond (present)
Former Executive Vice President, Chief Human Resources Officer
AbbVie
FAQs About Our Name Change: WEEK 2
View a copy of our August 6 email announcement here.
Q: Who does the CHRO Association serve?
A: Just as we do today, we’ll continue to support CHROs and their teams—including heads of total rewards, talent, labor and employment roles, global labor & employee relations, and more—the top HR leaders within our member organizations. We will provide vital knowledge, access, content, and training in the areas that matter most to them. The focus on the CHRO in our new name underscores the pivotal role the function plays in shaping the strategic direction of global business today.
Q: What additional offerings will I receive as part of the CHRO Association?
A: In addition to the services you already enjoy, we’re excited to introduce several new offerings and enhancements:
- New Centers of Excellence: We’re preparing to launch the Center on Workforce AI, with more Centers to come—each designed to deepen our support for members in key areas of practice.
- Enhanced Member Experience: Expect upgraded event experiences, new video and podcast content, and a redesigned website launching in October.
- Improved Online Community: The new site will support more targeted small-group engagement, including CHRO-only forums, first-time CHRO cohorts, and regional communities like the Philadelphia CHROs.
As we continue to grow, we welcome your input. Your feedback plays a critical role in shaping what comes next!
Q: What does it mean to be a Founding Member?
A: As a Founding Member, you’re part of the inaugural group shaping the next chapter of our organization and the HR profession. This designation honors your early commitment to—and support of—our CHRO Association community. While Founding Members receive the same suite of benefits—including access to exclusive events, resources, networking opportunities, and more—you’ll also be recognized for the important role you’ve played in helping us grow. Your continued engagement, along with next year’s 4% increase in membership dues, enables us to expand our impact and deliver even greater value to CHROs and their teams. Renew now to confirm your place as a Founding Member!
ABOUT OUR NEW BRAND FRAMEWORK
What is our Purpose?
As a membership organization, our purpose reflects the collective impact of all our members:
“To achieve business success through a future-ready workforce and human potential.”
What is our Positioning?
Our positioning is a clear expression of who we are and what we do:
“The CHRO Association is the premier community of global leaders, experts, and advocates—leading
and shaping the future of how work gets done through talent, culture, and capabilities.”
What is our Value Proposition?
Our value proposition defines how we deliver products, services, and experiences to our members. The CHRO Association delivers value through three core pillars: Expertise, Community, and Advocacy—across both public policy and HR practice.
- Expertise: We provide future-focused insight and practical guidance through education, thought leadership, and real-time intelligence.
- Community: We offer an unparalleled, high-trust peer network of CHROs and senior people leaders—designed for candid exchange and shared lived experience.
- Advocacy: We are a credible, consistent voice on workforce and HR policy—heard at the highest levels of business, legislative, and regulatory influence.
Why is aligning on our Brand Framework important to members?
A clear, shared expression of who we are in the HR ecosystem matters to every member. As the HR landscape evolves—and as more organizations compete for our time, attention, and investment—standing out becomes essential. To attract and engage the best and brightest minds in HR leadership, we must clearly articulate what sets us apart—because doing so strengthens the entire community. It’s up to us to consistently communicate those distinctions to both current and prospective members.
ABOUT OUR VISUAL IDENTITY
How did we arrive at our new visual identity?
We engaged a professional design firm experienced in our industry, known for leading successful rebrands for prominent organizations. Together, we explored the broader landscape—from color and typography to tone to personality. Guided by our new brand framework, we arrived at a visual identity that feels both authentic to who we are today as well as forward-looking and distinctive. Members were engaged throughout the process, with final input and approval from our board.
What are the signature elements of our new visual identity?
Logo. Our wordmark serves as the foundation of the brand. It was designed to feel sophisticated, trustworthy, and established—reflecting the strength and credibility of our community.
Symbol. The overlapping “C’s” in our symbol represent the intersection of community and culture. Their interwoven form evokes connection, communication, and collaboration—core values of the CHRO Association.
Graphic Device. Our “net graphic” is a dynamic element in our brand toolkit. It represents the ever-evolving network of people that make up the CHRO Association. The intricate linework symbolizes the strength of our community, while the points where the lines converge highlight connection, partnership, and shared purpose. This flexible visual is designed to become a recognizable hallmark of our brand over time.
What are some ways we might see the visual identity come to life?
Attendees of the Fall Forum in Washington, DC, in early September will experience the new visual identity throughout the event. Beginning in October, our website and all external communications will fully transition to this refreshed look and feel. Below are some additional examples to give you a preview of what’s ahead:
FAQs About Our Name Change: WEEK 1
View a copy of our July 30 email announcement here.
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.
LOGSTICS 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.