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

Katie Sinclair; Graeme Martin

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

Katie Sinclair
, Graeme Martin

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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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 language	English
Title of host publication	The Conference Proceedings from the 2018 British Academy of Management Conference
Publisher	British Academy of Management
ISBN (Electronic)	9780995641310
Publication status	Published - 6 Sept 2018
Event	BAM 2018: Driving productivity in uncertain and challenging times - University of the West of England, Bristol, United Kingdom Duration: 4 Sept 2018 → 6 Sept 2018 https://www.bam.ac.uk/civicrm/event/info?id=3337

Conference

Conference	BAM 2018
Country/Territory	United Kingdom
City	Bristol
Period	4/09/18 → 6/09/18
Internet address	https://www.bam.ac.uk/civicrm/event/info?id=3337

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title = "Employer Branding and Corporate Reputation Management in Global Companies: Theory and Practice",

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. ",

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AU - Sinclair, Katie

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N2 - 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.

AB - 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.

UR - https://conference.bam.ac.uk/BAM2018/htdocs/search.php?keyword=Katie%20Sinclair

M3 - Conference contribution

BT - The Conference Proceedings from the 2018 British Academy of Management Conference

PB - British Academy of Management

Y2 - 4 September 2018 through 6 September 2018

ER -

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

Abstract

Conference

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