Although reputation management literature has been dominated by marketing and\ncommunications-led perspectives, there is anagreementthat corporate reputation and good\ngovernance are often built from the internal towards external stakeholders. Lately,\nbalancing the usage of social media as opposed to conventional media has demanded both\nhuman resources managementand public relations to become more strategic in addressing\nthe role of brand communication via social media to gain competitiveness and business\nvalue. The purpose of the present study is to investigate the role of brand management for\nengaging employees, while building the reputation of the company. Most research on\nreputation management and branding focus either on social expectations and trust of\nexternal stakeholders and emphasis on internal stakeholders, particularly employees, is\nquite recent. ââ?¬Å?Employer brandingââ?¬Â has been the application of branding principles for\ncompetitive advantage in strategic human resource management. Internal marketing of\nemployer brands need to support external marketing so that organizational reputation is\npersistent. Employee commitment here refers to the degree to which an employee has\npositive associations and perceptions towards the organization, its brand values, brand\npersonality and reputation. The research erhas drawn upon prior research to develop\nan integrated model that aims at linking strategic human resources management (SHRM),\nbranding and corporate reputation. By using structured interviews of managers from\nvarious companies in different sectors, comparing and contrasting challenges and\nimplications may pave the way for an integrated understanding of employees as the\nultimate brand ambassadors/ advocates.
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