Below the management of CEO Jen Morgan, who joined in August 2024, UKG’s govt group introduced a significant rebrand this week. The corporate, a supplier of human capital and workforce administration software program, mentioned the initiative repositions its options out there whereas preserving core strengths.
The UKG identify stays, as does the corporate’s dedication to HCM and workforce administration options, in keeping with an unique management interview with HR Government. The HR tech big is now positioning itself as a workforce working platform. This strategic shift displays the evolving wants of right this moment’s organizations, in keeping with management.
“This rebrand flows from the frontline, to the entrance workplace, to the manager suite,” explains Sarah Hodges, chief advertising officer, who joined the agency earlier this yr. The corporate is unveiling a considerate new brand and messaging that emphasizes what Hodges calls “people-first AI.”
For present prospects, UKG Professional HCM, UKG Professional WFM and UKG Prepared HCM usually are not going away. Hodges says this rebrand is about reinforcing and increasing the corporate’s impression, notably for frontline workforces.
Learn extra: UKG proclaims AI brokers as HR tech distributors race to innovate
The frontline-first strategy at UKG
Based on Hodges, “the frontline is extra necessary than ever earlier than.” The brand new workforce working platform brings collectively three core parts: HR, workforce administration and pay.
On the coronary heart of this platform is AI, in keeping with Hodges, designed to increase sensible instruments providing assistants and brokers.
UKG repositions itself with a concentrate on productiveness, workforce perception and other people intelligence. The technique is aimed toward what Hodges describes as “refined frontline operations.”
The rebrand emphasizes outcomes, values and a customer-focused strategy constructed on excessive belief. For HR leaders, Hodges says, this evolution indicators the agency’s dedication to addressing the whole spectrum of workforce wants inside a unified platform.
