[Excerpt] Human Resources as a function is not broadly recognized for the significant role that it plays in the development and execution of corporate business strategy because, in many cases, it plays more of a facilitator role than a director role. In order to increase the credence given to HR on the macro level, practitioners need to play a more active role in the promotion of HR as a career. The approach to increase brand equity on a micro level should include HR practitioners on a more local level having a strong presence in the local community. Giving people a clearer idea of what HR is and what it can actually do, not only to add value to the company but also to make employees outside of HR more effective, will lead to an across-the-board increase in the respect given to HR practitioners.