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Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM

Martin, G., Gollan, P.J., and Grigg, K. (2011) Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. International Journal of Human Resource Management, 22 (17). pp. 3618-3637. ISSN 0958-5192 (doi:10.1080/09585192.2011.560880)

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Abstract

Employer branding is becoming an increasingly important topic for research and practice in multinational enterprises (MNEs) because it plays directly into their corporate reputation, talent management and employee engagement agendas. In this paper, we argue that the potential effects of employer branding have yet to be fully understood because current theory and practice have failed to connect this internal application of marketing and branding to the key reputational and innovation agendas of MNEs, both of which are at the heart of another strategic agenda – effective corporate governance. However, these agendas are characterised by ‘wicked problems’ in MNEs, which have their origins in competing logics in strategic human resource management (SHRM). These problems need to be articulated and understood before they can be addressed. This paer proceeds by (1) setting out a definition and model of employer branding and how it potentially articulates with corporate governance, innovation and organisational reputations, (2) discussing and analysing the ‘wicked problems’ resulting from the sometimes contradictory logics underpinning innovation and corporate reputations and SHRM in MNEs and (3) evaluating the potential of employer branding as a contribution to the third SHRM approach – HR strategy-inaction – as a way of resolving three particularly wicked problems in MNEs. We conclude with some ideas for research and practice on the future for empl

Item Type:Article
Additional Information:This is an electronic version of an article published in: Martin, G., Gollan, P.J. and Grigg, K. (2011) Is there a bigger and better future for employer branding? Facing up to innovation, corporate reputations and wicked problems in SHRM. International Journal of Human Resource Management, 22 (17). pp. 3618-3637. International Journal of Human Resource Management is available online at: www.tandfonline.com
Status:Published
Refereed:Yes
Glasgow Author(s):Martin, Prof Graeme
Authors: Martin, G., Gollan, P.J., and Grigg, K.
Subjects:H Social Sciences > H Social Sciences (General)
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:International Journal of Human Resource Management
Publisher:Taylor and Francis
ISSN:0958-5192
ISSN (Online):1466-4399
Published Online:27 September 2011
Copyright Holders:Copyright © 2011 Taylor and Francis
First Published:First published in International Journal of Human Resource Management 22(17):3618-3637
Publisher Policy:Reproduced in accordance with the copyright policy of the publisher

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