Corporate Reputations, Branding and People Management

The Book

Corporate Reputations, Branding and People Management: A Strategic Approach to HR

This book is one of the first to show how HR practitioners can contribute to the emerging corporate agenda: corporate reputation management, corporate branding, employer branding, corporate identity, corporate social responsibility, corporate governance and leadership.

Corporate Reputations, Branding and People Management: A Strategic Approach to HR is aimed at helping HR practitioners understand the corporate agenda and the role of reputation management, brands, social responsibility and governance in creating competitive advantage and organizational legitimacy. By drawing on a wide range of ideas from branding, marketing, communications, public relations, leadership, HR and reputation management, it examines how effective people management and HR strategies can contribute to this corporate agenda.

The book combines an original model showing the relationships between HR, people management, corporate branding and reputations, an extensive review of existing literature, new case research and international examples to help readers put the theory into context and understand how it can be applied. lt also provides practical guidelines for developing appropriate HR policies and practices.

Primarily for use by HR practitioners and within executive development courses, this book can also be used as a text for masters programmes in HRM and MBA students undertaking specialist courses in HR. It will also be of interest to practitioners seeking to gain a more in-depth insight into employer branding.

Authors

Professor Graeme Martin is Director of the Centre for Reputation Management through People (CRMP) at the University of Glasgow's School of Business and Management and holds visiting professorships and appointments in China, France, Sweden, the USA, Italy and Australia. He has published four books, numerous articles and book chapters on human resource management, organizational change, human resource development, and on the links between technology, branding and HR. He has also written a number of research reports for the Chartered Institute of Personnel and Development in these fields. Finally, Graeme works with organizations in the UK, Sweden, Australia and China on a range of strategic HR projects, including reputation management and employer branding.

Dr Susan Hetrick is joint Managing Director of People Academy. She works with Company Boards and senior teams to deliver innovative people solutions to challenging strategic business issues. A former Board level HR Director, she has extensive practitioner experience working with global companies in the financial services, telecoms, FMCG and business advisory sectors. Susan has a doctorate in Organisational Behaviour and Human Resource Management from City Business School, and is a visiting fellow at Glasgow University and the Helsinki School of Economics. Susan has published articles and books on how human resource management is critical to building corporate reputations and employer brands.

Other Works by the Authors

Books

  • Managing People and Organizations in Changing Contexts
  • Technology, Outsourcing and Transforming HR
  • Human Resource Management in Sino-Foreign Joint Ventures

CIPD Research Reports

  • What's in a Name? Branding and People Management
  • Technology and HRM
  • Web 2.0 and People Management: Hype or the Future of HR? (due to be published January 2009)

Related Websites

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Testimonials

Finally, here is a book that digs deeply into how a company's employees really do make or break the reputation of their company."

GRAHAME DOWLING, Professor of Marketing and Associate Dean, Research, Australian Graduate School of Management

This book is essential reading for CEOs, marketing and HR practitioners who are serious about making a valued contribution to the success of their organization. It outlines the future scope and contribution of human resources to business strategy. It is one of the first serious studies of the corporate landscape and is very well researched and practical. I hope you get as much out of this book as l have."

NEIL RODEN, Group Director, Human Resources, The Royal Bank of Scotland Group

As far as I am aware, this is the first book to link the corporate-level concepts of reputation and branding to people management. Its key theme is that HR can con tribute significantly to these processes through the experiences that employees live every day at work, the quality of their individual employment relationships,
and, through these, organizational identity, governance and leadership."

WAYNE CASCIO, Professor of HR, University of Colorado

Human Resource Management is spreading its wings. As part of the now familiar shift from a transactional to a transformative function, the links between the way people are managed and organkational reputation and branding are now clear: This is one of the first books to examine this changing territory from the HRM perspective. Written by a practically minded academic and a reflective practitioner, it provides a straightforward and yet comprehensive approach to the field in a way that will appeal to practitioners who need to know where their subject is heading and students who need to understand modern HRM."

CHRIS BREWSTER, Professor of International HRM, Reading University

I believe this book will stimulate some serious thinking among HRM practitioners about their overall role in the company and the effects they can have. It should also be required reading for other disciplines responsible for strategic decisionmaking within the organization, in order for them to understand the impact of their decisions I on the people agenda and ultimately on the people themselves."

ANDY FIELD, HR Operations Manager, London Stock Exchange

Many Chinese companies have come to recognize that corporate reputations and brands are essential assets. This book develops sound theoretical arguments and 'big ideas'; it also provides understandable and workable frameworks to address how strong people management and communications, closely linked with corporate reputations and branding management, play a crucial role in building a firm's competitive success."

DR HONG ZHANG, Joint Director, Centre for Employer Branding and Reputation Management, Peking University and Chief Adviser on Employer Branding Management for the Asia-Pacific HR Research Association

This book provides a great overview of the concept of employer branding and all of the components that impact on the employer brand, from internal culture through to an organisations reputation as an employer. I found this book an extremely useful reference throughout the research, creation, launch and ongoing management of my organisations employer brand. The models were especially clear and gave the big picture on how each element of the employer brand works together. I'd highly recommend the book to anyone (especially from the HR or engagement community) looking to get a comprehensive overview of the field of employer branding".

DAVID ROBERTS, Employer Brand Manager, BBC

[This] is a gem of a book for both practitioners and academics....In their own accessible style... the authors 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".

KERRY GRIGG, Lecturer and Management Consultant, Australia

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