BY SANTA BARBARA HUMAN RESOURCES ASSOCIATION

The first half of 2002 posed tremendous challenges to companies large and small, as they operated within the constraints of a weakened economy, volatile equity markets and intense scrutiny on business practices and professional ethics. Historically, in a strong economy, HR expertise is important as recruiters vie for the most qualified workers and then strive to develop incentives and methods of recognition that will keep new hires and current employees loyal to the organization.

In more challenging economic times, these same Human Resource professionals are even more critical to the organizations they serve. In addition to identifying the best and the brightest, they are called upon to provide the business knowledge, analytical skills, customer focus and bottom-line orientation required to fuel success in difficult times. In today's quickly changing business environment of reengineering, redeployment and realignment, the stakes are high for the HR practitioner. And more often than not, they are joining their CEOs and CFOs at the strategic table, playing vital roles in keeping their company on a path of success and profitability.

The role of the traditional "Personnel department" has evolved in the last half century from a static support role to an active and trusted voice among senior management. The emphasis in these times for today's successful HR practitioner is on business literacy and all its intricacies. Today's HR professional can no longer "get by" on his/her ability of bringing in the candidate at the best price, and wooing a prized staff member away from a competitor is no longer the coveted brass ring.

Today's successful HR professionals are increasingly being required to understand finance, grasp market strategy, and recognize the value of strong IT support. They must skillfully anticipate change and manage new cultures, which is easier said than done in companies with long-time employees and deeply rooted community histories. Today's HR professionals are no longer being called upon to read the company agenda, but rather, to join senior management in setting it.

For nearly 50 years, the Santa Barbara Human Resources Association (SBHRA) has provided the support base to the HR professionals who play an integral role in keeping local companies on track with their performance goals. Membership includes 265 HR practitioners representing the full spectrum of business, education and industry on the Central Coast, and all facets of HR expertise -- recruiting, compensation, benefits, EEO, organizational development, training and development, and employee-labor relations.

The SBHRA provides a foundation for this movement towards developing strategic partners ready to assume senior management roles. Its focus is on providing members with the tools they need to achieve success in this new role, and by offering excellent opportunities for networking with other peers. Monthly luncheon meetings provide a highly valuable forum for the exchange of "best practices" that refresh and stimulate change within and across industry lines. Half-day seminars update members on legislative issues and other policy-related items critical in today's environment of increased scrutiny of business practices and ethics. Executive HR forums are offered to high level HR managers and directors to help participants focus more strategically on issues facing their companies. The group's Annual Business Conference presents industry renowned speakers who deliver timely, targeted topics to HR professionals and other business leaders representing Central Coast companies.

Since 1998, the SBHRA has sponsored an awards program to recognize the best practices of HR practitioners in local companies. The award has recognized innovative solutions in the areas of employee contributions, recruiting world-class employees, training for the future, and communication. Achievements have been shared with the greater Santa Barbara business community in a book titled, Smart Companies, Bright Ideas- Innovative Solutions to Business Challenges.

Top executives turn to HR to set financial baselines for recruitment, training and turnover. These executives are not content to accept benchmarks or best practices from outside their geographic business areas. To serve this need, SBHRA supports the business community with an annual salary survey and a comprehensive benefit survey conducted every two years. The goal of the Salary Survey is to provide useful data to all industry types in the Santa Barbara area. The Benefits Survey is a valuable resource for information and trends about local companies' benefit programs, including insurance plans, retirement plans, vacation, sick time, holidays and so on. Businesses that are interested in obtaining the surveys, to be released this month, or the Innovative Solutions book may contact Info@SBHRA.org.

While business knowledge is a significant way to advance the HR profession and the careers of individual professionals, HR certification provides a significant boost as well. SBHRA provides a study group for HR professionals interested in gaining a competitive edge through the Human Resources Certification Institute certification program. This program is an arm of the world-renown organization for Human Resource professionals, the Society for Human Resource Management (SHRM).

The future of HR is phenomenal and SBHRA is here to support its members and the community it serves. Human Resource professionals who continue to develop business and HR competencies, as well as embrace the new role of Human Resources, can aspire to greater and much more rewarding careers.

Finally, SBHRA continues to create inclusive relationships with executives in our community in order to share learning and challenges. The Annual Business Conference on October 17, 2002, provides this venue with this year's conference featuring Jack Canfield, author of the # 1 best seller Chicken Soup Series. Jack will talk about his book The Power of Focus, the 10 focusing strategies and the "successful habits formula" to hit business, personal and financial targets. Additionally, Sue Meisinger, CEO of the Society for Human Resource Management in Washington D.C. will speak about the future focus of Human Resources.