Human resources (HR) has become increasingly integral to the success of hospitality firms. At the same time, HR professionals have identified the key competencies required for their field. No longer merely a “personnel” function, HR is essential to a business’s success. To that end, HR professionals at all levels have established industry-wide certification programs that embrace not only the classic administrative aspects of the position but also the financial and general business knowledge that helps ensure that HR will drive a firm’s success. ARAMARK’s orientation program provides an example of integrating HR professionals into all areas of an operation. ARAMARK Harrison Lodging (AHL) Services has established its “HR Rep” program, which has brought some forty HR professionals into the business to date, with notable success. In this program, AHL’s HR reps become involved in all aspects of the operation, including such unusual areas as finance, sales, marketing, and individual clients’ operations.