Corporate Reputations, Branding and People Management by Susan Hetrick

Corporate Reputations, Branding and People Management by Susan Hetrick

The book helps HR practitioners understand corporate-level concepts and their relevance to the key strategic agendas of organizations by drawing on a wide range of ideas from branding, marketing, communications, public relations and reputation management. It then examines how effective people management strategies and the role of HR specialist can contribute to this corporate agenda. This contribution lies in four key areas: organizational communications strategies, developing compelling employee value propositions and employer branding; HR strategies, employer of choice policies and talent management; creating new forms of psychological contracts and building stronger individual-organizational linkages through employee identification, employee commitment and psychological ownership; and in developing supportive employee behaviors. The book is based on a new model of the links between HR, corporate reputation and branding, developed from an extensive review and synthesis of different bodies of management literature. This model has been refined from extensive case research and practical experience in building corporate reputations and brands. Specially researched cases include Orange, Aegon, Scottish Enterprise, Hudson International, BSkyB, Standard Life Investments and the Royal Bank of Scotland.

“ … lays out the meanings of and differences between corporate brands, reputations, organizational identities and imagesIt also examines how the employer’s relationship with individual employees drives corporate reputations and regard for brands ‘from the inside out.’”
— HR Magazine, November 1, 2006

Graeme Martin (BA, MSc, MBA, PhD) is director of the Centre for Reputation Management through People (CRMP) at the University of Glasgow. He is also Visiting Professor in Human Resource Management at the University of Colorado in Denver and holds visiting appointments in Italy, Sweden and Australia. He has published widely in the fields of international human resource management, organizational change, human resource development, human resource management and more recently, in eLearning. He has a background as an HR practitioner and has consulted widely with a number of firms and public sector organizations in the UK and in Australia.

SKU	Unavailable
ISBN 13	9780750669504
ISBN 10	0750669500
Title	Corporate Reputations, Branding and People Management
Author	Susan Hetrick
Condition	Unavailable
Binding Type	Paperback
Publisher	Taylor & Francis Ltd
Year published	2006-06-20
Number of pages	400
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.