Corporate Reputations, Branding and People Management

Corporate Reputations, Branding and People Management 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 and reputation management, it examines how effective people management and HR strategies can contribute to this corporate agenda.

The book combines an original model which shows the relationships between HR and corporate branding and reputation, 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. It 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 master's programmes in HRM and MBA students undertaking specialist courses in HR.