Headed by Laura House, who has the role of People + Purpose practice director, the new unit will also provide internal comms for clients.
Two specialist consultants have been hired for the practice: Eloise Hindes, previously of AB Communications; and Kitty Gordon, who formerly provided internal comms guidance at Which? Consumers Association. They will work alongside existing employees in the business unit.
People + Purpose replaces the existing Change + Internal Communications practice that was set up in early 2000.
Richard Millar, CEO of H+K in London, said: "Consumers no longer trust or want to engage with faceless brands. In the digital age, employees are potentially valuable brand advocates and ambassadors who can humanise brands and offer real-life engagement with audiences.
"Our practice of specialist consultants can help our clients enthuse and empower their employees to generate positive word of mouth."
House said: "It has never been more important for brands to have a purpose their people understand, in order to protect their reputation, but also to enable employees to be effective brand ambassadors. H+K’s People + Purpose practice helps brands to develop an internal culture that supports the business direction, enabling them to effectively connect their people with their purpose."