Employer Branding and Corporate Reputation Management in Global Companies: Theory and Practice

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Abstract

We synthesise literature from HRM, marketing, organisational theory and communications to develop a normative framework for employer branding work in multinational enterprises (MNEs). In so doing, we hope to make a contribution to theory and the research-practice gap in this growing area of interest in HRM. Firstly, we develop a context, content and process framework of employer branding by linking it to signalling theory and incorporating new ideas from the organizational identity and employee engagement literatures. Secondly, we use a case study of Volvo Cars to illustrate certain features of our framework. The case shows how this global company is developing a sophisticated approach to employer branding and talent management by drawing on subtle story-telling through social media.

Original languageEnglish
Title of host publicationThe Conference Proceedings from the 2018 British Academy of Management Conference
PublisherBritish Academy of Management
ISBN (Electronic)9780995641310
Publication statusPublished - 6 Sep 2018
EventBAM 2018: Driving productivity in uncertain and challenging times - University of the West of England, Bristol, United Kingdom
Duration: 4 Sep 20186 Sep 2018
https://www.bam.ac.uk/civicrm/event/info?id=3337

Conference

ConferenceBAM 2018
CountryUnited Kingdom
CityBristol
Period4/09/186/09/18
Internet address

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  • Cite this

    Sinclair, K., & Martin, G. (2018). Employer Branding and Corporate Reputation Management in Global Companies: Theory and Practice. In The Conference Proceedings from the 2018 British Academy of Management Conference [169] British Academy of Management.