Corporate Reputations, Branding and People Management

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. It helps HR practitioners understand corporate-level concepts and their relevance to the key strategic agendas. Use of case studies and examples helps the readers to put the theory into context and see how it's applied. It also provides a practical guide to developing appropriate HR policies and practices.

ISBN 0750669500   Pages 400 ISBN13 9780750669504 (What's this?)   Volumes 1 Publisher Taylor & Francis Ltd   Weight (grammes) 612 Imprint Butterworth-Heinemann Ltd   Published in Oxford Format Paperback   Series title Advanced HR Practitioner Publication date 20 Jun 2006   Height (mm) 234 Library of Congress HF   Width (mm) 156 DEWEY 658.3   Spine width (mm) 22 DEWEY edition DC22   Academic level Professional / Scholarly

1		The importance of the corporate agenda and its links with human resource management		1
2		Managing corporate brands and reputations		39
3		Organizational identity, action and image : the linchpin		81
4		The quality of individual employment relationships and individual employee behaviour		115
5		Four lenses on HR strategy and the employment relationship		161
6		New developments in HR strategy and the employment relationship		191
7		Corporate reputation and branding in global companies : the challenges for people management and HR		227
8		Corporate communications and the employment relationship		257
9		Corporate strategy, corporate leadership, corporate identity and CSR		295
10		The corporate agenda and the HR function : creating a fit-for-purpose future		337

" ! 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

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