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Branding:: A New Performance Discourse for HR?

Author

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  • Martin, Graeme
  • Beaumont, Phillip
  • Doig, Rosalind
  • Pate, Judy

Abstract

In this paper we explore the potential for HR professionals to draw on the branding literature as a new performance discourse, which increasingly is believed by organizations such as the UK-based Chartered Institute of Personnel and Development (CIPD) to be a key area of interest for their members. We believe that such an interest is more than a passing fad because of three important trends: the importance of corporate and global branding, the development of the services-based economy in all advanced economies, and the growing importance of intangible assets and intellectual capital as sources of strategic advantage. In making our case, firstly, we outline some of the emerging evidence on the branding-HR relationship. Secondly, we bring together diverse sources of literature from marketing, communications, organizational studies and HRM to produce a model of the links between branding and HR and set out some propositions that may serve as a future research agenda and guide to practice, and illustrate these with some case study research. In doing so, our overall aim is to help HR specialists make a stronger claim for inclusion in the brand management process and, by extension, into the core of strategic decision-making in many organizations.

Suggested Citation

  • Martin, Graeme & Beaumont, Phillip & Doig, Rosalind & Pate, Judy, 2005. "Branding:: A New Performance Discourse for HR?," European Management Journal, Elsevier, vol. 23(1), pages 76-88, February.
    • Handle: RePEc:eee:eurman:v:23:y:2005:i:1:p:76-88
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    Citations

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    Cited by:

    1. Björkman, Ingmar & Smale, Adam & Sumelius, Jennie & Suutari, Vesa & Lu, Yuan, 2008. "Changes in institutional context and MNC operations in China: Subsidiary HRM practices in 1996 versus 2006," International Business Review, Elsevier, vol. 17(2), pages 146-158, April.
    2. Lodsgård, Lise & Aagaard, Annabeth, 2017. "Creating value through CSR across company functions and NGO collaborations," Scandinavian Journal of Management, Elsevier, vol. 33(3), pages 162-174.
    3. Point, Sébastien & Dickmann, Michael, 2012. "Branding international careers: An analysis of multinational corporations’ official wording," European Management Journal, Elsevier, vol. 30(1), pages 18-31.
    4. Wæraas, Arild & Dahle, Dag Yngve, 2020. "When reputation management is people management: Implications for employee voice," European Management Journal, Elsevier, vol. 38(2), pages 277-287.
    5. Aurélie Girard & Bernard Fallery & Florence Rodhain, 2015. "Intégrer les médias sociaux dans les pratiques d’e-GRH ? Usages et enjeux pour les cabinets de recrutement," Post-Print hal-02060400, HAL.
    6. Laïla Benraiss-Noailles & Catherine Viot, 2014. "Employers, stand out! Employer brand: A valuable field untapped? [Employeurs démarquez-vous ! La marque employeur, un gisement de valeur inexploité ?]," Post-Print hal-01803664, HAL.
    7. Mukesh K. Biswas & Damodar Suar, 2016. "Antecedents and Consequences of Employer Branding," Journal of Business Ethics, Springer, vol. 136(1), pages 57-72, June.
    8. Anish Yousaf & Makhmoor Bashir & Abhishek Mishra, 2020. "Revisiting Spectator-Based Sports Team Reputation: Strategic Implications for Team Managers," Corporate Reputation Review, Palgrave Macmillan, vol. 23(1), pages 1-12, February.
    9. Marc Valentin Lenz & Sascha L. Schmidt & Dominik Schreyer, 2020. "The impact of personality traits on talents’ performance throughout development phases: empirical evidence from professional football," Applied Economics, Taylor & Francis Journals, vol. 52(37), pages 4073-4091, July.
    10. Mölk, Andreas & Auer, Manfred, 2018. "Designing brands and managing organizational politics: A qualitative case study of employer brand creation," European Management Journal, Elsevier, vol. 36(4), pages 485-496.
    11. Feldman, Percy Marquina & Bahamonde, Rolando Arellano & Bellido, Isabelle Velasquez, 2014. "Uma nova abordagem para mensurar a reputação corporativa," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(1), January.
    12. Muhammad Mohiuddin & Elahe Hosseini & Sedigheh Bagheri Faradonbeh & Mehdi Sabokro, 2022. "Achieving Human Resource Management Sustainability in Universities," IJERPH, MDPI, vol. 19(2), pages 1-19, January.
    13. Russell, Stephanie & Brannan, Matthew J., 2016. "“Getting the Right People on the Bus”: Recruitment, selection and integration for the branded organization," European Management Journal, Elsevier, vol. 34(2), pages 114-124.
    14. de Chernatony, Leslie & Cottam (née Drury), Susan, 2009. "Interacting contributions of different departments to brand success," Journal of Business Research, Elsevier, vol. 62(3), pages 297-304, March.
    15. Rajwinder Kaur & Sameer S. Pingle, 2018. "Employer Branding in the Indian Armed Forces Context: A Comparative Study of Potential Defence Applicants and Defence Employees," Vision, , vol. 22(2), pages 199-210, June.
    16. Erik Doving & Odd Nordhaug, 2010. "Investing in Human Resource Planning: An International Study," management revue - Socio-Economic Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 21(3), pages 292-307.
    17. Tatiana V. Korsakova, 2020. "Higher Education in VUCA-World: New Metaphor of University," European Journal of Interdisciplinary Studies Articles, Revistia Research and Publishing, vol. 6, January -.
    18. Buil, Isabel & Martínez, Eva & Matute, Jorge, 2016. "From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry," Tourism Management, Elsevier, vol. 57(C), pages 256-271.
    19. Antonios Kargas & Alexios Tsokos, 2020. "Employer Branding Implementation and Human Resource Management in Greek Telecommunication Industry," Administrative Sciences, MDPI, vol. 10(1), pages 1-14, March.
    20. Taj, Saud A., 2016. "Application of signaling theory in management research: Addressing major gaps in theory," European Management Journal, Elsevier, vol. 34(4), pages 338-348.
    21. Rego, Arménio & Cunha, Miguel Pina e, 2008. "Authentizotic climates and employee happiness: Pathways to individual performance?," Journal of Business Research, Elsevier, vol. 61(7), pages 739-752, July.

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