Corporate Brand Management And Its Subsequent Impacts On Organizational Behavior And Employer Branding
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| Author | : Julian Schönfelder |
| Publisher | : GRIN Verlag |
| Total Pages | : 72 |
| Release | : 2013-05-28 |
| Genre | : Business & Economics |
| ISBN | : 3656431272 |
Bachelor Thesis from the year 2008 in the subject Leadership and Human Resources - Employer Branding, grade: 2,1, International University of Applied Sciences, language: English, abstract: This thesis aims to give an insight into the different aspects of internal brand management and its impacts on employer branding and organizational behavior. In particular it will focus on the internal effects a company brand has on the relationship between the employer and employee as well as on the organization as a whole. Since the traditional approach of numerous researches has been to focus on the external environment and the effects of a brand name on the customer, this thesis emphasizes on the impact a company brand has on its employees. The concept of internal brand management has existed for quite some time but it seems to have been forgotten or disregarded in the mid- and long-term plans of the majority of companies. The importance of getting across the brand message not only to the customer but also to the people who ‘live out’ and deliver the brand and its values, such as the employees, plays a vital role in the overall performance of any company and its ability to meet long term goals. The brand of a company has developed itself from being a mere external marketing function to becoming an important internal organizational driver. Its increasing importance in establishing the identity and personality of a company has impacted its way of presenting itself within the labor force market and has established the term employer branding. Apart from being able to position itself in the minds of potential employees, the brand also influences the ways in which employees act within the organization. These influences can be seen in various fields such as organizational culture, social systems, organizational development and the general quality of work life. The author believes that by putting a stronger emphasis on the internal market and by effectively communicating the values and beliefs of the brand to the employees, a company can positively influence its market position, its organizational behavior and finally its commercial effectiveness.
| Author | : Helen Rosethorn |
| Publisher | : CRC Press |
| Total Pages | : 212 |
| Release | : 2016-03-23 |
| Genre | : Business & Economics |
| ISBN | : 1317034236 |
The culture an organisation cultivates as an employer is just as important to its success as the brand image of its products or services. A culture that is at odds with the organisation's commercial activities is a very powerful signal to customers, employees and other stakeholders; it is a signal that will impact on the employers' sales, market reputation, share value and their ability to attract and retain the kind of employees that they need. In fact, employer branding is a complex process that involves internal and external customers, marketing and human resource professionals. Helen Rosethorn's book puts the whole topic into context, it explores some of the shortcomings of employer branding initiatives to date and provides a practical guide to the kind of strategy and techniques organisations need to embrace in order to make the most of their employer brand. At the heart of the book is the concept of the strategic employee lifecycle and ways in which an organisation should engage with potential, current and past employees. The Employer Brand focuses on the experiences and perspectives of organisations that have applied employer brand practices. It is a book about marketing - and the relationship of customers and employees; about culture - and the need for fundamental change in the role of the human resources function; about psychology - and the changing aspirations of the next generation of employees; and about hard-nosed business - and the tangible and intangible benefits of a successful employer branding strategy and how to realize them.
| Author | : Simon Barrow |
| Publisher | : John Wiley & Sons |
| Total Pages | : 245 |
| Release | : 2011-01-19 |
| Genre | : Business & Economics |
| ISBN | : 111999554X |
Levels of 'employer brand awareness' are rising fast across Europe, North America and Asia-Pacific, as leading companies realise that skilled, motivated employees are as vital to their commercial success as profitable customers and apply the principles of branding to their own organization. Starting with a review of the pressures which have generated current interest in employer branding, this definitive book goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success - including the business case, research, positioning, implementation, management and measurement. Case studies of big-name employer brand stories include Tesco, Wal-Mart, British Airways and Prêt a Manger.
| Author | : Oriol Iglesias |
| Publisher | : Routledge |
| Total Pages | : 706 |
| Release | : 2022-04-28 |
| Genre | : Business & Economics |
| ISBN | : 1000573605 |
This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.
| Author | : Florinda Matos |
| Publisher | : Academic Conferences and publishing limited |
| Total Pages | : 596 |
| Release | : 2022-11-10 |
| Genre | : Business & Economics |
| ISBN | : 1914587588 |
| Author | : Richard Mosley |
| Publisher | : John Wiley & Sons |
| Total Pages | : 312 |
| Release | : 2014-08-21 |
| Genre | : Business & Economics |
| ISBN | : 1118898516 |
Attract, recruit, and retain the very best with a strategic employer brand From one of the world's leading pioneers in the employer brand discipline and author of the first book on the subject The Employer Brand, comes the long-awaited practical follow-up Employer Brand Management. Talented, motivated employees are a company's best assets, and the techniques in this book help attract, recruit, and retain the very best. A successful employer brand reaches beyond the boardroom to establish confidence, loyalty, and enthusiasm all the way down the ladder. Employer Brand Management gives readers a personal grasp of a new approach to people management. It draws on significant advances in practices among leading companies to provide a handbook for employer brand development and implementation. With a wide range of case studies and examples, you'll be taken step-by-step through the employer brand development process. You will find information on the latest developments in technology, with particular attention paid to socially-enabled recruitment marketing and employee communication and engagement. You will: Follow the process of brand planning, definition, implementation, and application Discover how brand thinking can strengthen strategy and reinforce HR value Improve existing recruitment and talent management programs Learn the importance of employee engagement in the brand experience
| Author | : Nurafni Eltivia |
| Publisher | : Springer Nature |
| Total Pages | : 348 |
| Release | : 2023-02-10 |
| Genre | : Business & Economics |
| ISBN | : 9464630264 |
This is an open access book. The online conference hosted by the State Polytechnic of Malang. This online conference aims (1) to bring together the researchers and practitioners, students, and civil society organization representatives in the scientific forum; (2) to share and to discuss theoretical and practical knowledge about innovation in Management, Business and Economics. Specifically, this conference can be used as a scientific forum for accommodating discussion among researchers in the field of business, management and economics science. The theme is Digital Business Transformation and Information System: The Way Forward.
| Author | : Samuel Idowu |
| Publisher | : Springer Nature |
| Total Pages | : 4043 |
| Release | : 2023-11-21 |
| Genre | : Business & Economics |
| ISBN | : 303125984X |
This encyclopedia is the most comprehensive and up-to-date source of reference for sustainability in business and management. It covers both traditional and emerging concepts and terms and is fully international in its scope. More than 700 contributions of internationally renowned experts provide a definitive access to the knowledge in the area of sustainable and responsible management. All actors in the field will find reliable and up to date definitions and explanations of the key terms and concepts of management in this reference work. The Encyclopedia of Sustainable Management represents all aspects of management and business conduct. It takes sustainability as a management concept that gives due credit to the complexity and diverging constraints in which businesses and corporations act today, and it emphasizes and focuses approaches that help ensure that today's management decisions and actions will be the basis for tomorrow's prosperity.
| Author | : Silke Bustamante |
| Publisher | : Springer Nature |
| Total Pages | : 379 |
| Release | : 2021-12-19 |
| Genre | : Business & Economics |
| ISBN | : 3030688615 |
This book investigates the preferences of young job seekers for different aspects of corporate social responsibility (CSR) in comparison to other non-CSR related employer attributes. It takes into account the potential influence of cultural and socio-economic variables and provides a differentiated global perspective. In its first part the book gives an overview about the impact of CSR on employer attractiveness and explains the factors that potentially influence CSR preferences of young job seekers all over the world. In a second part the research design is outlined and employer related preferences of 4783 graduates and students coming from 22 countries across the globe are discussed. In the third part, research results are presented for different cultural clusters. The most important criteria for employer choice of respondents are reflected against the socio-economic background and against the characteristics of CSR of the countries in question. Finally, the results are summarized and implications for global employer branding are derived.
| Author | : Dr.Shiv Jaggarwal & Rakesh Ahlawat |
| Publisher | : Uttkarsh Prakashan |
| Total Pages | : 128 |
| Release | : 2023-02-24 |
| Genre | : Antiques & Collectibles |
| ISBN | : 939176570X |
The human resource management is central point for the organization where they can recruit the fresh talent in the organization and things become more advance and difficult after the phase of the covid. human resource management has drastically changed according to the new challenges posed by the covid like talent management, work from home, flexible working hours and so on. this book will try to address various current and futuristic trends in human resource management like organizational culture, leadership development, inclusive economic development, brand management and many more. we are pleased to place this book before the academicians, researchers and industry practitioners with a hope that the readers will enjoy reading this book.
