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Corporate Reputations, Branding and People Management (Advanced HR Practitioner), by Susan Hetrick, Graeme Martin
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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.
- Sales Rank: #2626164 in Books
- Published on: 2006-08-18
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 6.00" w x 1.00" l, 1.37 pounds
- Binding: Paperback
- 402 pages
Review
“ … lays out the meanings of and differences between corporate brands, reputations, organizational identities and images. It 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
From the Back Cover
One of the first books to show how HR practitioners can contribute to the emerging corporate agenda: corporate reputation management, corporate branding, corporate identity, corporate social responsibility and corporate governance.
Corporate Reputations, Branding and People Management is aimed at helping HR practitioners understand the corporate agenda and the role of reputation management, brands, social responsibility and governance in creating a competitive advantage and organizational legitimacy. By drawing on a wide range of ideas from branding, marketing, communications, public relations and reputation management, it examines how effective people management and HR strategies can contribute to this corporate agenda.
The book combines an original model which shows the relationship between HR and corporate branding and reputation, an extensive view of existing literature and new case research and international examples to help readers put the theory into context and understand how it can be applied. It also provides practical guidelines for developing HR polices and practices.
Primarily for use by HR practitioners and within executive development courses, this book can also be used as a text for masters programs in HRM and MBA students undertaking specialist courses in HR.
About the Author
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.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Clear thinking makes for essential reading
By Kerry Grigg
Corporate Reputations, Branding and People Management by Martin and Hetrick is a gem of a book for both practitioners and academics alike. In the popular press and academic literature concepts such as corporate reputations, organizational identity and image and employer branding are regularly shrouded in ambiguity and confusion. Herein lies the true value of this book. The authors have skilfully and critically unpacked these important concepts from their disciplinary roots of marketing, organisational behaviour and human resource management and applied them to the management of both people and corporate strategy.
In their own accessible style the authors successfully link the concepts to both the organizational corporate agenda and back to the individual level of an employee's psychological contract and almost everything in between. While corporate reputations and employer branding are regularly associated with a thriving economic environment and the often cited "war for talent", the book demonstrates the importance and strategic value of these concepts beyond the usual mantra of attraction and retention.
By applying critical rigour and practical insights to these popular, but often misunderstood, concepts, Graeme Martin and Susan Hetrick have written a book that is essential reading for practitioners at all levels of the organization concerned with the strategic role their employees will play in shaping the organization's reputation and future success.
1 of 1 people found the following review helpful.
A must read for all HR practitioners
By J. Lemke
This is one of the best HR books that I have read in the past 10 years. The true differentiator for competiting companies today is culture and brand. Those organizations that understand this will achieve great things. Others will lag. This book brings up great discussion points for senior leadership and governance meetings. Well worth the investment.
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